Alan Weiss is known as “The Million Dollar Consultant” based on his book of the same name.
In today’s More Clients I want to talk about one of Alan’s most important concepts as it touches on everything in your business and marketing.
That concept is VALUE. The better you understand this concept, the more successful you’ll be in your business.
When you’re communicating about your services or programs to clients they are thinking one thing: “What is the value for me? What do I get that will benefit me, make a difference, make things easier or less difficult?”
That’s where a client’s primary focus is. There may be secondary factors that enable you to deliver that value, but the interest in those things is lower than most of you realize.
Clients are not very interested in:
Your education and degrees
How many years you’ve been in business
The process you use to obtain your results
Your personal philosophy and convictions
But, as strange as it may seem, those are the things most professional service providers talk and write about!
No wonder marketing feels like a struggle! Nobody cares and nobody is listening.
Clients want answers to these simple questions:
1. Who do you work with (that is, do you understand me and can you help me)?
2. Do you help with X issues, problems, and challenges (that is have you worked successfully with others in these areas)?
3. What do I actually get if I work with you (that is, what results, outcomes and changes will I see if I work with you)?
4. Do you have proof that you can help me (that is, do you have success stories and client testimonials)?
When you talk about these things, clients will listen and respond.
Where this all starts is with LANGUAGE.
I’ve heard Alan say the following many times:
Language controls the discussion
The discussion controls the relationship and
The relationship controls the business.
Without clarity in your communication (the language of results and outcomes) the relationship goes nowhere and business doesn’t happen.
This core idea of expressing value though language is at the heart of everything Alan teaches. But the reason Alan’s work is so powerful is that he models that language in every possible marketing and business situation you can imagine.
When you master language it increases your ability in these areas:
Communicating your brand
Business networking events
Getting appointments with prospects
The selling interview
Going for the close
Writing effective proposals
Asking for referrals
Alan has his own unique approach to all of these conversations, but they all come down to infusing these conversations with value, that is, keep coming back to “What’s in it for them?”