To convince your potential customers, it is essential to make a diagnosis of what they need, to be sure you can help them with your services:
- Be sure that you can help them with your services.
- Explain to them what the solution, your solution, is for their case.
And here would come your questions:
"But for what reason?"
"What are they going to hire me for then?"
Master Buddha and his "consulting"
Imagine that you are transported to a distant mountain, at the top of which sits the Master Buddha, who very comfortably and serenely, and in a solemn voice, says to you:
"Son... you need to be able to express to others what the solution to their problems is, but that this solution "does not solve their problems."
To illustrate it better, an analogy:
Mrs. Angelica and the plumber.
Mrs. Angelica calls a plumber to determine the cause of a leak in her kitchen wall.
The plumber opens a hole in the wall and makes a diagnosis of the situation:
"The pipes, over the years, are totally corroded by water, rust and sediment.
The point of the leak is, in essence, a symptom of a problem that could become more serious if the necessary correctives are not taken.
In fact, more leaks could occur in other parts of the house at any time."
The plumber, after explaining all of the above, proceeds to disassemble the damaged part and shows it to you so that you realize the state it is in:
"The solution is to replace the entire pipe and replace it with a more durable material" he continues to explain to her.
The plumber has just given the solution to our protagonist of the story.
Did he solve the problem?
Logically, no.
Mrs. Angelica cannot apply this solution on her own, as she does not have the necessary knowledge and expertise.
Then, the professional formulates an estimate and indicates the cost of the meters of pipe (which she can check on the Internet), as well as the cost of labor.
It will be up to the housewife to decide whether to have the work done or not.
You've done your part, but don't forget to...
The key to every business
By now, you can see that the plumber has made sure she understands the seriousness of the problem.
And so should you:
- Diagnose your customer's problem.
- Show her what she is doing wrong and
- Tell her clearly what she needs to do
...in such a way that the above does not solve her problem, since you have the solution to it, you are going to execute it.
Of course, there are cases of cases; of different types and sizes, but this particular process refers to any service that requires your time and effort.
(Effort that should be reflected in your remuneration).
Otherwise, ¿how can you expect someone to hire you if you don't show them exactly what you're going to do?
And furthermore, if your value proposition is so weak that just mentioning it already loses value, then you need to revise it as a matter of urgency.
Now let's go with an intangible:
The more transparent you are, the more trust you generate; and this is what I've talked about before: trust is the key to every business process.
The big problem we make when we try to persuade?
Trying to draw the other person's attention to what "we" do.
It doesn't work that way.
You need to bring your potential customer's attention "to the state they will reach when they have applied your solution".
That is:
Getting from point A to B, the how you can help them get from one point to the other, to experience a desired transformation.
Big difference.
Finally, when you take the time to educate by focusing on what you can do:
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You generate confidence and reassurance to your prospective client, the key.
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(The above) makes you look like part of the solution.
This process can be adapted to any professional scenario.
Remember: it's not about you, it's about what you can do for your client.
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I'm Nando, content creator. I open minds and help change chips.
If you liked this post, connect with me and I'll help you formulate your value proposition. Or create quality content that has a positive impact, like this one.
I'll be waiting for you.