When talking about what they do for clients, most people end up talking about the PROCESS of what they do, not what they really DO for clients, both in speaking to them and in written communication to them, i.e. their marketing materials. There’s a huge distinction there, and that distinction is costing them (and perhaps even you) lots of potential new clients.
When talking about their business, many professionals make the mistake of describing exactly what they do, in boring detail. “My company has been in business for X number of years and we use the newest technology systems. We use a complicated series of… blah blah blah.”
Hate to say this, but… SO WHAT! Nobody cares!
When I hear someone talk to prospects this way, it sends up a big red flag for me: these people don’t really know what they DO for clients and they’re losing potential clients every time they open their mouths and every time someone reads their materials! The problem is that they’re clearly not connected enough to their client base to see what honest-togoodness benefits they bring their clients.
There’s a saying that goes “People don’t care how much you know, until they know how much you care.” And until you can tell someone what’s in it for THEM to work with you, they won’t pay attention to you or what you’re saying.
Now, there’s nothing wrong with you if you’ve been doing this wrong, but it’s something that you’ll want to work on quickly so you don’t let any more prospective clients slip through your fingers. It just takes asking yourself what you really DO for clients, what results and benefits you get for them and then to articulate that so that a prospective client looking for that particular problem will want to work with you.
Real client attraction is based on creating client-centered marketing and messages. You may have heard of the phrase “features vs. benefits” but have never really known what they mean or how to apply them to you business to get clients. We’ll do this now.
An example of a product’s FEATURE is its color, shape, size, usage or capacity, etc.
An example of a BENEFIT or a RESULT is what it does for you—its solution. It helps you lose weight, makes you more money, saves you more money, makes you happier, helps you attract clients, helps you grow your hair back, solves your particular frustration or ends that chronic health concern you’ve been dealing with. This is what you want to focus on when describing what you really DO for clients, not what you think you do.
Your Client Attraction Assignment:
Write out the specific and numerous benefits, results and solutions clients receive when using your services. At the end of the day, what do you really DO for your clients? What are the results and benefits you bring to them? What do they walk away with? Make a list of all the tangible results and measurable benefits people get from working with you.
Think: “What do I really do for them in the end?” and “What’s REALLY in it for them?” If you don’t know what that is, ask your current and former clients, “What have I done for you? What specific and tangible results have you gotten from our work?” They’ll tell you, in a language that OTHER prospective clients will understand.
Then create a series of statements from these benefits and solutions simple enough for a 6-year old child to understand and repeat.
Then combine them into a captivating 3 or 4-sentence statement that you’ll use in all your marketing communications and every time you meet someone new.
Now, if you’re just starting out and trying to fill your practice in the FIRST place, then follow a step-by-step system that feels easy and authentic to you. The Client Attraction Home Study System™ gives you the most important things to do to set up simple, solid systems, so that you consistently fill your pipeline and continually get new clients. It’s all step-by-step, not a big mishmash of things. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. All the tools, scripts, templates, and examples are handed to you on a silver platter. Easy. You can get it at TheClientAttractionSystem.com.
[youtube width=”600″ height=”367″]http://www.youtube.com/watch?v=fqY2Qw5v5kE[/youtube]
My video tip for you today involves learning How to implement more. Did you know that most entrepreneurs aren’t wired to see things all the way through to successful completion, as much as we are to START things. That’s right, it’s very likely that you’re not wired to get things done – so give yourself a break already and STOP struggling.
I admit it, I’m not a finisher. The word ‘entrepreneur’ comes from the French word, ‘entreprendre’ – which means to undertake, to launch, to begin. I’m a true entrepreneur through and through. I’m great at starting things, but not finishing them. And guess what? If your ideas aren’t being implemented – if someone isn’t seeing them through to completion – then you won’t get the results you’re looking for in your business! It’s as simple as that.
To see results, you must figure out how you’re wired. When I coach my Platinum (and higher level) clients, one of the first things we do together is figure out how they’re wired. If you don’t figure this out, you’ll continue to struggle.
Your Client Attraction Assignment
- Understand how you’re wired. Are you someone who starts things, or are you someone who completes things? If you’re a starter, you need to surround yourself with people who are finishers. Even if it’s part time or a virtual person a few hours a week, you’ll need someone to take care of the things that you’ve started.
Discipline and willpower are not going to work if you’re not wired to finish projects. Surround yourself with people who will finish things for you. - Create time in your day. You need uninterrupted time where you can work on things that need to be finished because there will be things that you cannot delegate. Set it in your calendar, like a client appointment, then those things will get done.
- Set up accountability measures. When you have people holding you accountable for implementing, it will help you focus. My best advice is to get a high level mentor or join a mastermind group that focuses on accountability and implementation. If you don’t have that, you’ll get distracted and you won’t get as much done. You want to talk to someone daily who will help you finish the things that you start.
Use these 3 tips to bypass discipline and go straight to implementation. Remember, when you implement, that’s when you make more money. When you focus on implementing money-generating activities and money-generating implementation, you will multiply your income dramatically.
© 2011 Client Attraction LLC. All Rights Reserved.
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Getting clients through networking is important for you to succeed in your own business, no matter what level you’ve reached (start-up, ramp-up or already successful.) Problem is, while networking to get more clients, you may be unclear on “what to say” and “how to say it.” And that means you can easily make people’s eyes glaze over, which is NOT good for Client Attraction. Time to change that!
The first thing for you to think about is your objective for networking. Ideally, there are two desired outcomes:
- to inspire an ideal client to want to work with you and begin the process
- to inspire an ideal referral source to want to refer clients to you
And where most entrepreneurs attempting to get clients through networking fail miserably is in what they say. Even though you’re trying not to look to rehearsed and stiff, you’ve got to be calculated in what you say, with the end result being, “Wow, that’s exactly what I need (or what my friend needs)! Can I have your card? I want to work with you!” The way to say “all the right things” in the right order to produce a desired result is with a well-crafted elevator speech.
An Elevator Speech is the “commercial” you would use with an ideal prospect in an elevator if you only had 20 seconds to get your message across before reaching your floor and parting ways. It’s meant to describe what you do in a very short amount of time, with the objective being that this person will not only want your card, but will also want to talk to you further about working together.
I consider a great elevator speech to be a crucial part of Client Attraction as a whole and paramount for masterful networking because if you can’t say what you do in a compelling way in LESS than 20 to 60 seconds, you’re letting potential clients slip through your fingers on a daily basis. Not ideal.
The good news is, it’s just a question of plugging things into the formula below and memorizing it. When you have a format to follow, where each step of the formula has a definite purpose and is meant to create the desired result (them wanting to work with you) it works like a charm!
And that’s why I’d like to share with you my very own Elevator Speech Formula:
“I work with (insert ideal client profile) who struggle with (insert client challenges) and would like to (insert results and benefits). What separates my service from other (insert competitors) is (insert your Unique Selling Propositions) and because of this, clients receive (insert motivators and your claim). Would you like to know more?”
It’s that simple!
The secret with elevator speech is to focus on the person you’re speaking to. If they’re thinking: “What’s in it for me?”, then you’ve lost them. If they’re thinking, “Wow, I could use this!” then you’re doing a great job. Do you recall that old saying about the radio station we all listen to, WII-FM? It stands for “What’s In It For Me?!” Well, if you remember that people are always more interested in how you can help them, you’re on the right track. Keep that top of mind when composing your speech and you’ll never see their eyes glaze over, and better yet, you’re more likely to attract a lot more clients when you focus on them.
Your Client Attraction Assignment:
So, here’s what you need to do to build your elevator speech. First, identify the “deliverables”, the services or features that you provide. Then, think in terms of the benefits that your clients or customers can achieve from them working with you. For example, you could use several successful client outcomes. Once you’ve got that written, create an opening phrase that will grab the listener’s attention. The most engaging openers leave the listener wanting more information. Lastly, your elevator speech should authentically and easily roll off your tongue with ease. Practice your speech in front of the mirror and with friends and family. Record it on your phone or computer, and listen to it. If you sound compelling, confident, and sincere and if it’s engaging, then you’re ready to go! If not, tweak it accordingly until it’s just right.
Now, perhaps you’ve thought about different elements of the elevator speech formula before, as it relates to your own business. Great! But if you’re having trouble figuring out who your ideal clients are, what their biggest struggles are, what results and 
benefits they get from you and what makes you REALLY different from the competition, then perhaps you’ll need a little help here. That’s where I’d like to recommend The Client Attraction Home Study System® helps you get clear on the most important things you need to do to set up simple, solid marketing, so that you consistently fill your pipeline and continually get new clients. It’s all step-by-step and focused on the “exactly how to”. So, you do step one of the system, and when you’re done with that, you move on to step two, and so on. So easy. All the tools, scripts, templates, and examples are handed to you on a silver platter. You can get it at http://www.theclientattractionsystem.com
© 2011 Client Attraction LLC. All Rights Reserved.
Want to use this article on your website or your own ezine?
No problem! But here is what you MUST include:
Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System®, the proven step-by-step program that shows you exactly how to attract more clients, in record time…guaranteed. To get your F.R.E.E. Audio CD by mail and receive her weekly marketing & success mindset articles on attracting more high-paying clients and dramatically increasing your in.come, visit www.attractclients.com.
Are you in the top 5% of business owners earning more than $100,000?
Of the 6 million people who open up their own business each year, only 5% of them actually make more than $100k in their own business.
Watch my brief video message below about how you can BREAK THROUGH that glass ceiling…
[youtube width=”576″ height=”346.5″]http://www.youtube.com/watch?v=AHiFfarXMV4[/youtube]
Join me in this FREE Video Training Program at www.JoinTheTop5.com
From time to time I’ll be posting my Small Business Success Tips on CNN’s Headline News site and I’ll share them here with you as well.
Did you know that 95% of entrepreneurs in the United States make less than $100,000 a year? Many entrepreneurs, especially in this current economy, are simply setting their sights too low!
Now is the perfect time to set your intentions for what you want for your business this year, then to put a plan of action in place to achieve just that.
Watch my video tips on making more money (and serving more clients and customers) in your small business in 2011.
Here’s to your success!
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While the media is searching out anything to create panic in the eyes of consumers, I want you to think about your own life . When you went to the mall last time, was it empty? (more…)
