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Tuesday, November 17, 2009
What Are You REALLY Selling To Your Clients?
Last week at my Producers Club meeting Carmine Gallo, author of "Fire Them Up" and "The Presentation Secrets Of Steve Jobs" delivered a 1/2 day workshop on how to be a more influential, persuasive and effective LEADER of your company.
On the surface, many would have thought his presentation was about delivering public presentations or being a better communicator; however, that's a far-too simplistic description of what he actually delivered...and anyone who sat through his presentation and came away with that impression missed the real "meat" of the session.
As a LEADER of your company, you are always influencing and persuading; whether it be a new prospect to become a client or an employee to step up and do his job better. Problem is (as many of you already know) most small IT business owners are terrible communicators. They lack clarify of vision and passion about what they do. They fail to clarify their company vision not only to employees, but also vendors, clients and to themselves. They are unclear on what they are REALLY delivering to clients and therefore think they are selling outsourced computer services.
Not so.
If you think that's what you're really selling, I promise you're missing the boat. So here's a quick exercise worthy of a few hours of work:
1. Develop a "Twitter Post" sentence about what you do. It should have passion and EMOTION. Here's another hint: It shouldn't be about fixing computers...it should be about what you are REALLY delivering to your clients (peace of mind, simplification of problems, hope, convenience, etc.)
2. Once you have that, then outline 3 things that make you different. Ideally these should be short word clips.
Here's an example:
"We are 'success facilitators' for small business owners; we erase problems so they can focus all their time and energy on what they're really passionate about."
What makes us different are three things:
1. We fix things fast.
2. We fix things right.
3. We guarantee the results.
Now, it's your turn...
Want MORE of these types of insights to marketing, communication and leadership? You only have two chances left: http://www.varseminar.com/
On the surface, many would have thought his presentation was about delivering public presentations or being a better communicator; however, that's a far-too simplistic description of what he actually delivered...and anyone who sat through his presentation and came away with that impression missed the real "meat" of the session.
As a LEADER of your company, you are always influencing and persuading; whether it be a new prospect to become a client or an employee to step up and do his job better. Problem is (as many of you already know) most small IT business owners are terrible communicators. They lack clarify of vision and passion about what they do. They fail to clarify their company vision not only to employees, but also vendors, clients and to themselves. They are unclear on what they are REALLY delivering to clients and therefore think they are selling outsourced computer services.
Not so.
If you think that's what you're really selling, I promise you're missing the boat. So here's a quick exercise worthy of a few hours of work:
1. Develop a "Twitter Post" sentence about what you do. It should have passion and EMOTION. Here's another hint: It shouldn't be about fixing computers...it should be about what you are REALLY delivering to your clients (peace of mind, simplification of problems, hope, convenience, etc.)
2. Once you have that, then outline 3 things that make you different. Ideally these should be short word clips.
Here's an example:
"We are 'success facilitators' for small business owners; we erase problems so they can focus all their time and energy on what they're really passionate about."
What makes us different are three things:
1. We fix things fast.
2. We fix things right.
3. We guarantee the results.
Now, it's your turn...
Want MORE of these types of insights to marketing, communication and leadership? You only have two chances left: http://www.varseminar.com/
# posted by Robin Robins @ 5:28 AM 
Comments:
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Robin,
You hit the nail on the head with this post. One of the best articles on briefly and concisely explaining what you do so people quickly and thoroughly "get it."
People don't know what you do. They want to know what they get from what you do... and your example tells them exactly that...
1. Help me achieve success
2. Erase me problems
3. Let me enjoy my passion
4. You are different... that you don't operate like everyone else. Others may say they're different, but the fact that you say it, separates you from themyou explain how by...
5. Getting me back to that passion fast
6. Eradicating the problem so it doesn't require a call-back
7. Putting me at ease that the decision I have made to use your services is the right choice and that the money I spend in solving my problem will produce the results I want
How does it get any better than that? Seven customer-focused benefits in two sentences, 3 bullet points and just 45 words.
This is SO much better than the typical USP formula that is commonly taught to answer the question, "What do you do?"... "You know how most computer technicians [insert what they do]? Well, what we do is [insert what you do that is different]."
The example you've given gets right to the point and gives seven reasons I should consider you as a service provider. All seven apply to me and my situation. If you gave me one reason, for example, and it didn't apply, you'd be out of the running. But with seven reasons, at least one of them will fit.
What you've shared in this post is exactly why I'm coming to your workshop in Los Angeles this Thursday... and I'm not even in the IT business. I just know that even with 43 years in the marketing, sales and business development business, that I'm going to go home with some very real, very practical, and very readily implementable ideas that I can use in my own consulting business.
If anyone is serious about their IT business, and doesn't attend, they're missing out on a HUGE opportunity to learn from one of the real experts in their world. I can't wait to see you there!
Martin Howey
You hit the nail on the head with this post. One of the best articles on briefly and concisely explaining what you do so people quickly and thoroughly "get it."
People don't know what you do. They want to know what they get from what you do... and your example tells them exactly that...
1. Help me achieve success
2. Erase me problems
3. Let me enjoy my passion
4. You are different... that you don't operate like everyone else. Others may say they're different, but the fact that you say it, separates you from themyou explain how by...
5. Getting me back to that passion fast
6. Eradicating the problem so it doesn't require a call-back
7. Putting me at ease that the decision I have made to use your services is the right choice and that the money I spend in solving my problem will produce the results I want
How does it get any better than that? Seven customer-focused benefits in two sentences, 3 bullet points and just 45 words.
This is SO much better than the typical USP formula that is commonly taught to answer the question, "What do you do?"... "You know how most computer technicians [insert what they do]? Well, what we do is [insert what you do that is different]."
The example you've given gets right to the point and gives seven reasons I should consider you as a service provider. All seven apply to me and my situation. If you gave me one reason, for example, and it didn't apply, you'd be out of the running. But with seven reasons, at least one of them will fit.
What you've shared in this post is exactly why I'm coming to your workshop in Los Angeles this Thursday... and I'm not even in the IT business. I just know that even with 43 years in the marketing, sales and business development business, that I'm going to go home with some very real, very practical, and very readily implementable ideas that I can use in my own consulting business.
If anyone is serious about their IT business, and doesn't attend, they're missing out on a HUGE opportunity to learn from one of the real experts in their world. I can't wait to see you there!
Martin Howey
Thanks Robin for sharing these great insights. As Martin said, you hit the nail on the head. As a consultant, this is a great yet simple methodology to follow that will definitely make you stand out above your competition to both clients and prospects. More importantly, it causes you to become more clear about your own offering which sometimes can be challenging as most of us tend to use too many words. Choosing short but sweet (and impactful) words are the way to go.
Thanks again for sharing.
Nick
@nicktako
Thanks again for sharing.
Nick
@nicktako
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