The Value of Your Service - From your Client's Perspective
I received the following comment on last week's BLOG entry "Value is Value":
“I've often tried to get away from the "what's my time worth" paradigm and into "what value can I deliver." However, how can I tactfully find out what a prospect's business is doing, how much they're paying for X, what the changes I'm suggesting might mean in actual dollars?”
This is a classic conundrum of all service professionals; what is the true value of the service to the client? Furthermore, once you, the service professional, recognize the value your service will bring to the client's bottom line, you must communicate this to the client. Again, it’s not what you think your service is worth – it’s what they think your service is worth.
The first thing you'll want to do is to direct the conversation AWAY from "The Solution". Solutions, in and of themselves, are commodities. In fact, solutions in the discussion phase are not real solutions at all; they are intended solutions with no value at all.
What is a solution, you ask? It’s whatever a client asks you for. We want "….", Do you "….", We need something that can "…." "......", that’s the solution.
NOT talking about the solution is a tough thing – for you (and me) and the client. Talking about the solution keeps the discussion in everyone’s comfort zone, We know our product / solution; we know it upwards, downwards and sideways. Another thing, talking about the solution keeps us from having to ask difficult, sometimes uncomfortable questions.
Our clients, on the other hand, like talking about the solution because
It keeps the ball in your court and the onus on you to keep the discussion going.
The solution is their silver bullet. The solution is the answer to their problems… or, is it? What problems would those be exactly? And there-in lies your value.
Here's a great quote that goes something like “No one needs a drill. They need a hole in something.” To determine the value of the drill - you need to understand the value of the hole. You have to find out the issues and problems the client is experiencing by not having that hole and what those problems are costing them. In turn, find out what will the client be able to achieve with the hole that they aren’t achieving now.
Being human, we all make decisions based on 1 of 2 needs; #1) to reap a a benefit - to bring us closer to a reward; or #2) to take away a pain we're experiencing. Not everyone is motivated the same way so you need to know your client and what motivates them more - reward or relief of pain.
Consider this example: You're a web designer. A common question / request you probably get goes something like,
"Can you help me redesign my website?"
Before you get lost in your sales spiel about how big and bad you are in the web design world and wax on about all the great sites you've designed.... (this would be the solution) redirect the conversation to the client's motivation for asking the question.
Here are 3 approaches you might use to re-direct the conversation:
You: Yes, we have developed hundreds of websites for clients around the world. What results do you expect to achieve with a redesigned website that you’re not getting today?
You: Yes, we have developed hundreds of websites for clients around the world. It would help me if I better understood the issues you’re having with your current site that a redesigned site would address.
You: Yes, we have developed hundreds of websites for clients around the world. What kinds of problems are you experiencing by not having an effectively designed website?
Most of us get certain questions and comments about our services fairly regularly, right? "Do you .…. I need ….. Can you .…." Take some time to write down the top 10 or so questions you get and write responses for each directing the conversation away from the solution. Doing so will make it easier and more comfortable for you to uncover the client’s real issues as well as their motivation for making a decision. This will lead you to the value your solution will bring.
Simple? Yes. Easy? Of course not. If it were easy, we'd all be rich and famous. It takes a real desire to help your client succeed, time, practice and …you guessed it. Boldness. Be BOLD.
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Developing a reputation as an expert in your field of practice is critical in establishing a trusting and solid relationship with your clients. Promotion Action is a series of 6 workshops developed specifically for the service professional to help give them the information of how and the coaching to implement a process to become recognized as the go-to person in their area of expertise.
Promotion Action is a program delivered on site, in Portland, Maine beginning November 7th and via teleconference beginning November 9th. A free introduction telecall is tentatively scheduled for October 31st. For more information please go to www.promotionaction.com or call Bold Vision Consulting at 207-221-3492 for more information.
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