October 11, 2011 Leave a comment
Potential clients saw her as a great help.
Elizabeth wanted future clients to see her,
not as “great help,” but as essential to their well-being.
But clients often don’t see you as essential unless you directly impact the bottom line.
“How can I stop being seen as the “help” – as in “I help men and women heal from cancer and chronic illness?”
Elizabeth sighed. “People just don’t get what I do!”
If you provide a service where money is not the bottom line,
how do you position yourself as a Trusted Advisor?
Or maybe even… the answer to their prayers?
You let your future clients know within the first two minutes that you impact their emotional or physical bottom line.
We all have several bottom lines.
If you need to lose weight, you’re very clear on your physical bottom line – it’s about 20 lbs lighter.
If you want to find your soul mate, you’re very clear on your emotional bottom line – it’s called “Happily Ever After.”
If you are critically or chronically ill, you’re very clear on your health bottom line – it’s pain-free long life.
The closer you are to your client’s personal bottom line, the more valuable you are to them.
Here’s how Susan, Jackie, and Jeff, all experts in their field, were presenting themselves:
SUSAN SAYS: “I help my clients lose weight and get in the best shape of their lives.”
YOU THINK: “Go away so I can sneak another Danish.”
JACKIE SAYS: “I help women find the relationship of their dreams.”
YOU THINK: “Gosh, I’ve never heard that one before.”
JEFF SAYS: “I help my clients heal from cancer and chronic illness.”
YOU THINK : “Great. You’re probably too ‘New Age’ for me.”
The problem for Susan, Jackie and Jeff was…
- Potential clients didn’t see their expertise as critical to their lives.
- They gave their audience no clue that they were the answer to a client’s prayer.
- They were therefore perceived as “Helpful” service providers.
- All three experts even used the verb – “I help.”
Here’s how Susan, Jackie and Jeff repositioned themselves as Trusted Advisors, or, the answer to a client’s prayer:
SUSAN: “I just worked with Jennifer, who went from a size 10 to a 4. The new man in her life asked her if she was a model. 95% of my clients achieve their ideal weight in 6 to 18 months.”
JACKIE: “85% of my clients are in a committed relationship in 12 months. I’m invited to so many weddings I can’t go to them all.”
JEFF: “When I met Joan, the doctors had given up on her. She was too weak to get out of bed. 1 month later she was walking. 12 months later she opened her own business, and now she’s training for her first marathon.”
When your clients look at you…
do they see a Helper? Or the answer to their prayers?
You either add to their personal bottom line, or you don’t.
That’s how clients see it.
So if you want to be seen as a Trusted Advisor…
(and I’ve never met a professional who didn’t)
let your potential clients know within the first two minutes how you add to their personal bottom line.
Don’t be one of the crowd.
Be the answer to their prayer. Try it! It works!
Copyright © Ann Convery 2011