The Client Letter
October 4, 2013
The Desert of Arizona
Sunny 47 Degrees
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There are two ways to separate yourself in your marketplace:
The first one is by what you say and look like. This has to do with your message, your marketing, the “package” that you wrap yourself in.
The other source of differentiation, which is arguably even more valuable over the long term, is separating yourself by the actions you take.
I like this one because it’s simple and straightforward. You adjust your actions and do things differently than others.
You’re not different just to be different, you’re different in an effort to be better.
Most of your potential clients are well trained as to what to expect when meeting a service provider like yourself.
So imagine their surprise when they show up in front of you and things don’t go according to their expectations.
Immediately, they perk up and take interest to figure out what’s going on.
Instead of dominating the entire conversation talking about you (like most service providers), you spend the entire conversation talking about them.
You spend the entire time asking them questions about what they’re trying to do and the unique challenges they are facing.
Some people call this asking questions, I call it selling.
This is a win-win situation for everyone. You get the information you need AND you set yourself apart from other service providers.
Your prospect is better served because she is understood at a level that most service providers aren’t interested in exploring.
If asking questions isn’t number ONE on your list of things to do with a new prospect, then you’re missing out. Get the skills you need and put it in your tool box.
It’s probably the most profitable skill you can have next to your core service.
Discover how to dig for gold. It’s definitely hiding in your prospects, just waiting for you to uncover it.