MUST READ AND SHARE 5 Tips to Talk About Your Value More Effectively 09-24-14 - By Bill Cates, CSP, CPAE How you talk about your value will help you in two areas: Convert prospects into clients. Teach your clients (and Centers of Influence) how to talk about you. In my 1:1 coaching, we always start with this. I’ve had some clients tell me that this section alone is worth the program. I’m not telling you this to sell you coaching. I’m telling you this because this is a… critical part of client acquisition – through referrals or otherwise. Check Out this Statistic! According to a recent study by Pershing, only 26% of advisors “strongly agree” that clients can articulate what separates them from other advisors. Wow! What are your clients saying about you? Avoid Platitudes and “Advisor Speak” Keep platitudes like “We deliver great service” to a minimum. If others can say it, it’s not a differentiator. I’m not saying you don’t talk about your service. Yes – talk about your Client Service Promise. Provide details! If you talk about your designations or other credentials, make sure you do it in terms of benefits to your clients. The letters themselves mean nothing to most people. Be Succinct Write out your statements. Speak them out loud. Tighten them up some more. This decreases what you have to remember, makes it easy for your prospect to digest, and easier for your clients to repeat to others. In this area, less is definitely more! Be Consistent While you may want to adjust what you say to each prospect, try to remain as consistent as possible in your main statements. For instance, after you tell them “what you do,” then customize that to their situation. Bring Your Team into This Process Your team – however large or small – should be involved in helping you craft your messaging. Also, they need to be experts in delivering your message as well – over the phone with prospects and when they are out and about and people ask them, “What do you do?” Answer These Questions: Leo Pusateri has taught me most of what I know related to articulating my value. I suggest you check out his website: PusateriConsulting Five of the top seven questions any prospect wants answered (consciously or subconsciously are): – What do you do? – Who do you do it for? – How do you do it? – Why do you do it? – What makes you different? Be able to speak out these answers with confidence and clarity. Use the answer for your website, LinkedIn site, brochure, etc. Bonus Item Run your answers by some of your clients. See how they react. Ask for feedback and suggestions. You’ll learn a lot and you’ll be creating stronger client engagement – which always creates more referrals.
Posted on: Thu, 08 Jan 2015 18:47:46 +0000
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