Most professionals unskilled in the art of marketing and selling miss the point all together. They assume that its all about the quality or quantity of techniques/services they provide.
While quality IS important, it’s not the at the top of the heap as to why customers will buy your services — or want to continue buying your services.
Most also assume that its about the technical details of why their services are superior than something else.
I wish it were that simple.
You want to REALLY know what your customers and potential customer care about most and what prompts them to buy?
…Outcomes that are most meaningful and impactful to them — your client, student, or customer.
Yet, I bet you don’t really know what they want most out of what you do? I bet you may not have even asked them or just assumed that since they are standing in your studio or office that what they want is what you do.
When you focus on trying to sell them your service, your products, your process rather than the outcome the client is looking for, it doesn’t go so well and your results end up suffering. You don’t produce as many leads or sales.
Here’s what focusing on client outcomes looks like for the cosmetic industry: “Women are buying the promise of looking young and beautiful. They aren’t buying because they understand about the chemical compounds that comprise a powder, rouge or lipstick.”
According to Tim Williams, author of Positioning for Professionals: How Professional Service Firms Can Differentiate Their Way to Success, as consumers
“…we’re really buying the end, not the means. Professional services companies should stop asking clients “What do you need?” and start asking, “What are you trying to accomplish?”
I hope this gives you some additional perspective and insight into how you can craft your marketing messages in a way that is more meaningful to your clients/prospective clients. This enables you to be speaking their language not yours.