So I’m curious… “if I asked you what are you selling?” how would you answer?
The most common response I get is the actual “thing”, like website design, coaching, mortgages, meditation etc.
Often we think that what we’re selling is the just the product or service but to attract clients & stand out in the marketplace we’ve got to dig deeper and consider what our clients actually “get”. And it’s not always what you think!
To get to the gold you’ve got to dig deep…
For example, someone may be buying a meditation class, but what they’re actually buying is anxiety reduction or tolerance to handling stressful situations or even a happier harmonious home life.
To help you uncover the deeper value that your clients are getting from your products and services one of the most powerful 2 words I use with clients is to ask “so that?”.
Let’s try this out… Say that you sell acupuncture. Initially you may think you’re selling pain relief because that’s the most common result. But what does a client get from having a reduction of pain?
Here’s how this looks.
I sell pain reduction…
so that… they sleep better
so that… they feel more rested & energized
so that… they’re happier
so that… they less argumentative at work & home
so that… they have a better quality of life… and so on.
You can see that by asking the “so that” question to each response it takes the answer deeper. You need to ask several times to get down deeper into the core issue & richer benefits your clients get from your services.
Working thru this exercise will help you understand a deeper value of what you’re selling and a more meaningful result.
Then, when you craft your marketing message in that clients’ voice it really resonates to the heart issue of what the client is seeking and craving…. that’s where the magic happens!
Clients will be drawn to you feeling that you understand what they truly need and offer the results they’re seeking.
One way to do this is to talk with a couple of your ideal clients and ask them what they get from buying your services & keep asking “so that?” to dig deeper and see what you can uncover.
Take some time today to dig deeper to uncover what your clients actually buy from you… you may be surprised!