Posts Tagged ‘USP’

3 easy ways to get recommended!

I came across a really sweet reason for getting existing clients to recommend new ones to you and it’s one of those doh! :-( moments that, once you’ve heard it you’ll probably wonder why you never thought of it before!

Tune into WIIFM…

You get really honest with your clients and tell them that the more clients you get recommended to you the less time and money you’ll have to divert to sales and marketing activities and the more you can devote to what you love doing, your core business, which of course is serving them…

The efficacy of all this hinges on your clients being really happy with the service that you give them but that almost goes without saying because, if you don’t get that bit right you’re not going to be in business very long… And it can’t be just good service if you’re asking them to recommend others to you – it needs to be outstanding and they need to believe there’s enough in it for them to bother going out of their way and making an effort on your behalf.

So this brings the age old question of: “What’s in it for me?” that every customer and potential customer asks him- or herself really to front and centre, doesn’t it? If there’s not a strong enough distinction between your offer and another’s the customer will see your offering as a commodity and will buy on price – and that’s a slippery slope.

You fabulous you!

You need to be really, really specific on what makes you so different – we used to call it the USP – Unique Selling Point/ Unique Sales Proposition – it doesn’t matter what you call it so long as you have one

  • That’s true
  • That you’re prepared to stand by and
  • That your customers recognise and appreciate the value of…

… and no, “best value” and “best service” are too bland and just won’t cut it…

One of the most powerful persuaders to buy is when you offer a guarantee on something you know you can deliver on – and take the burden of risk off the customer. Research shows that only about 1% will claim a refund on a business that delivers on it promise and it’s widely agreed that the increase in custom you get as a result of providing the guarantee will far outweigh any returns you may have to give.

So as a Trainer/ Coach/ Mentor/ Facilitator/ Catalyst whose role with clients is to get them recognising and earning their unique value and having fun doing it, one of the perennial woes is lack of money so one USP I’d choose might be:

“The first thing we do is recoup your monetary investment in working with me.”

I know I can help you do that because there are so many ways – all legal and ethical :-) – there’ll always be at least one that will appeal to you that you’ll be able to adopt and swiftly put into practice!

One client hadn’t earned any money in six months yet billed (and received payment for) £3,200 of work within four weeks of me working with him. Was it work he out and out loved doing? No, but he didn’t really know what he wanted to do at that stage and he was happier than he’d been for about a year (so was his hard working wife who was delighted!).

The other thing is that, once somebody has decided to get help to up their game, I also know that they know full well that if they could have got where they wanted to under their own steam they would have already done so… And they are prepared to put the “work” in to make their change happen.

Another USP of mine that’s fun and I enjoy is:
“I help you get out of your own way and get on with the life you’d love” :-)

More than one of my clients say they’re sometimes not sure precisely what’s happened they just see the results (a friend of mine, Sarah, explains that as “you’ve been Linda’d” :-)

So, to wrap up for now

  1. Choose your best clients (after all, you want more like them…)
  2. Explain the 3 wins provided by recommendations they could make about your services (more of your time devoted to them and meeting their needs; less sales & marketing activities and expenditure so hold your prices; ethical ‘bribes’ – preferential treatment such as the opportunity to test products and services in development – get creative!)
  3. Make it easy for them by reminding them of (or giving them) your USPs

Who’s brave enough to post at least one of your USPs in the comments? It’s another shop window opportunity for your business…

Linda


Make your website work for you!

Reading an article this morning that said: “Many small business owners do not have the complete range of skills required and are forced to learn as they go along.”

Well there’s a surprise ;-)! It went on to say:

“A recent survey we carried out at Made Simple Group clearly showed that marketing, and specifically improving visibility to generate new business, were key concerns for many.

In the face of this, it is indeed a surprising, if not extraordinary, statistic that fewer than half of all such businesses have a web presence.

Furthermore, of those small entities which are online, it is estimated that a large proportion are failing to promote their businesses properly.”

Making the most of your website presence is one area where the Davids of the business world can successfully compete against the Goliaths, so why shouldn’t you? It’s far less down to how much money you throw at it than how wisely you invest whatever budget you have. Your ‘budget’ is going to be a mixture of your time and maybe some money to be most effective:

  • What do you want your website to say about you to whom?
  • What do you want it to do?
  • How will the people you want to visit know it’s even there?

Regular visitors will know we don’t as a rule promote business services here. Yet today we’re making an exception, mainly because this particular one gives so much away upfront and proves that the team behind it really knows its stuff.

There’s a lot to read up on and try for yourselves at nikkipilkington.com, so you may want to bookmark it and come back to it several times…


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"I was very impressed by Linda's determination to help and the constructive, but persistent, manner in which she identified issues and then tried to resolve them. After recent progress I was again reaching a stage where I seemed to be spinning my wheels, and she has given me fresh impetus to start moving forward again."

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