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Kiss
Sunday, January 10, 2010
I'll bet there is something you don't realize about your services. You don't realize it because this is your area of expertise. You have all the acronyms and lingo down pat just like your fellow experts in this area.
However, your clients don't. Plus they don't want to know all the lingo and jargon that goes with your expertise. They just want to know 3 things...
Do you understand what I need?
Can you do what you claim you can?
Would I enjoy working with you?
It really is just that simple. The problem is you muck things up when it comes to helping your potential buyer answer those 3 very simple questions. You don't mean to yet you do.
That's why it's so important for you to Keep It Simple Sweetie (KISS) as Mary Kay Ash would put it. Your potential clients won't fall in love with some polished sounding solution. That just want to know speaking one regular person to another if you can do these things.
I understand the way you provide your services may be complicated by nature to the untrained professional. Great, just don't make it sound that way to your potential buyers. Make it easier to understand and remember.
One of the best ways to do that is to break things down into smaller pieces or steps. Don't go into the hairy details of why or how each step is done. Instead, speak of each step using simple language in terms of the outcomes each step produces.
I'm not recommending simple language because I think your clients lack intelligence. I say use simple language so they don't have to do a lot of thinking about what you are saying. They should be able to follow along at clipper pace and end up with a clear understanding of exactly what is going to happen and how it fulfills on what they want.
A great way to make your potential buyer walk away feeling even better about their decision is to take the information you are sharing and get them engaged in writing. A simple way to do this if your service involves multiple steps is to have the client draw a simple flow chart with each step and the options that result from successful completion of each step or unsuccessful completion of each step.
This gets them telling you about the value. It also makes it easier for them to logically explain their decision to others. Plus you've just created a spokesperson for you and your business because they can use their drawing to repeat this exercise with someone else.
However, your clients don't. Plus they don't want to know all the lingo and jargon that goes with your expertise. They just want to know 3 things...
Do you understand what I need?
Can you do what you claim you can?
Would I enjoy working with you?
It really is just that simple. The problem is you muck things up when it comes to helping your potential buyer answer those 3 very simple questions. You don't mean to yet you do.
That's why it's so important for you to Keep It Simple Sweetie (KISS) as Mary Kay Ash would put it. Your potential clients won't fall in love with some polished sounding solution. That just want to know speaking one regular person to another if you can do these things.
I understand the way you provide your services may be complicated by nature to the untrained professional. Great, just don't make it sound that way to your potential buyers. Make it easier to understand and remember.
One of the best ways to do that is to break things down into smaller pieces or steps. Don't go into the hairy details of why or how each step is done. Instead, speak of each step using simple language in terms of the outcomes each step produces.
I'm not recommending simple language because I think your clients lack intelligence. I say use simple language so they don't have to do a lot of thinking about what you are saying. They should be able to follow along at clipper pace and end up with a clear understanding of exactly what is going to happen and how it fulfills on what they want.
A great way to make your potential buyer walk away feeling even better about their decision is to take the information you are sharing and get them engaged in writing. A simple way to do this if your service involves multiple steps is to have the client draw a simple flow chart with each step and the options that result from successful completion of each step or unsuccessful completion of each step.
This gets them telling you about the value. It also makes it easier for them to logically explain their decision to others. Plus you've just created a spokesperson for you and your business because they can use their drawing to repeat this exercise with someone else.
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