People don’t buy what you do or how you do it. What they buy is the result you achieve for them. Sales trainer Andy Bounds describes these as the ‘afters’ you cause.
We need to understand what results you deliver. These need to be things that really matter to your ideal client.
Let me give you an example…
My induction hob has suddenly become unreliable. It’s been bleeping randomly for some time, but I did nothing about it because it was still working and I couldn’t really tell what was wrong. Last night things got worse. It kept switching itself off as I was trying to cook dinner. Now I’m worried about how I’m going to cook the food that is being delivered this afternoon.
I want someone to fix my hob so I can feed my family tonight. And if it can’t be fixed, I want a quick, honest answer so I can buy a replacement.
I’m buying the relief that comes from knowing I can cook to feed my family.
I’m asking people who they know who could fix my hob. That’s what I’m searching Google and local Facebook groups for. That’s why your network needs to understand the results you deliver.
Another example…
I’ve just signed up for a course in SEO (Search Engine Optimisation). I know that I’m going to learn about what Google wants, how to find my keywords and a to do list. These are all important. But what I hope I’m buying is more visitors to our meetings because they’ve found our website.
What are the results your ideal clients are looking for?
A customer for an HR consultant might want a happy staff that feels valued and well rewarded. Or they might want to know that they’re conducting a disciplinary in a way that will keep them out of a tribunal. Or perhaps they want to be confident that their new recruit is going to be a good fit for their business.
An accountant’s clients might be looking for the peace of mind that comes from knowing they have complied with their legal obligations. Or they may be looking for a numbers expert who can help them make better decisions.
A training consultant isn’t selling courses but delivering improved performance, efficiency or confidence for example.
Our May introduction rounds.
We’ll be asking you to describe the results you achieve for your ideal clients in our introduction rounds this month.
You might want to ask a few of your best customers about the results that they experienced from their purchase. I suspect you may find them sharing some emotional words… feeling more confident, reassured, relaxed, understood etc. Or they might talk about improvements in their own lives or businesses.
Can you capture some numbers that could beef up your introductions?
- Absence dropped by 10% when we implemented the absence policy you drew up for us.
- Our web traffic increased by 30% when I implemented the SEO strategies I learned on your course
- We’ve reduced our overheads by £500 per annum since you showed us where we were spending money unnecessarily.
Would a story be the best way to convey your message?
Stories stick. Can you tell a short story of how you’ve helped a customer to achieve the results they were looking for? Would these examples help?
- Susan came to me because she was constantly exhausted through poor sleep. We discussed her diet, and I suggested a few tweaks. She’s now sleeping a consistent 8 hours a night and has much more energy.
- Frank was really worried he was going to lose his business as his profits were dropping like a lead balloon. By going through his numbers, I found where he could save money and proposed a small price increase in line with what his competitors charge. His profits have now improved by 14% and he can see a future for his business.
- Sam was struggling to get any traction on social media. When I looked at what she was doing it was clear that she had a spray and pray approach that was inconsistent at best. We discussed what she wanted to achieve, and I proposed a strategy and tactics that she could manage in the time she has available. Since then, she has increased her followers by more than 50 people and has already had two enquiries from people interested in working with her.
Your aim should be to help your contacts recognise how they, or someone they know, could use your offer. When you talk about the results you achieve you are offering them something tangible that would be worth their money.
