The Client Letter
July 6, 2012
Sedona, Arizona
Sunny 89 degrees
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Looking for gold? Your clients have it. Here’s how to find it.
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Yesterday, I was reviewing a proposal for a coaching client and I made a comment that reminded me of something important.
When you’re performing a service for someone, remember that what you are really doing is solving a problem they can not (or will not) solve themselves.
Here’s why this matters…
Let’s say you’re a web designer. You’ve been hired to design a website for a business owner.
We all know that no one really wants a website. And if they could reach their goals without one they probably would.
What does the client want?
One possible answer is that the client has a problem. His sales are not what he wants them to be. So his plan is to develop a new revenue stream from internet sales. To do that, he needs a website.
That’s why he wants a website… to solve the problem of lower than desired sales.
This is such a simple concept but it’s very easy to forget when you’re caught up in your own world.
OK, so let’s say you get this concept. What do you do with it?
You make sure your conversations, your proposal, your follow-up focus on the problem and its solution.
Talk about the problem and the solution. Talk about the problem and the solution. Talk about the problem and the solution.
Most service providers just focus on the website. They focus on its bells and whistles. They focus on its revisions and updates. They focus on its look and its feel.
That’s all well and good, but when you’re in selling mode (and you’re always in selling mode) you have to make a point to keep things centered around the only thing that is important to your client: solutions to his problems.