What’s the first thing you say when asked “what do you do”?
If you’re a business coach, do you answer that you offer one hour telephone consultations to find out what’s holding your clients back from achieving their goals? Or if you’re a financial planner, do you talk about the various market funds available for investment?
Take a look at your Web site, your brochures, and anything else you’re using to promote your business. Are you using features to sell what you do? Are you spending time explaining how you do whatever it is you do…or are you getting to the heart of your prospect’s issue and talking answers – that means outcomes?
People want solutions. They don’t care what form solutions come in as long as it gets the results they are looking for. So don’t dilute your message by bogging down your prospects with your process. They want to get from A to B – or from living with their problem…to living with the magical solution you offer.
In other words, show them (with your words) the results they can expect to receive. Here are some examples:
Accountant – Save on taxes.
Graphic Designer – Distinct branding that is guaranteed to be memorable.
Business Coach – Double their income in a specified time.