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Quickstart - Are You a Seller or a Solver?
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Quickstart
Grow a Profitable Consultancy and Still Have Time for a Life
In this issue
Note from Beverley - Do You Work in Cafes?
One Step Further - Are You a Seller or a Solver?
Personal Reflections - The "Emotional Purchase"
Note from Beverley
We are in the middle of a glorious heat wave in the south of England and that means I am spending at least some time, most days in a cafe working. It's great for creating a different perspective when I'm not feeling creative or feel a bit stuck and for getting some fresh air (of course I sit outside).
I love working in different environments and let go a long time ago, of the mindset that I'm only working if I'm sat in the office, in front of my laptop, phone on my right and a pile of papers and to do list on my left - no thank you!
So why not create your own change of environment this week and just see how much better you feel and how much more work you get done - go on you know you want to!
Have a good week
Beverley
bev@onestepfurther.co.uk
+44 (0) 1344 625713
www.onestepfurther.co.uk
One Step Further
Selling is fundamental to any successful business. If you don't have a continuous supply of customers who want to buy what you are selling alternative career opportunities may quickly show themselves!
Well of course that's obvious, I hear you say.
And yet many businesses do not succeed. Of course there are numerous reasons for this. It could be anything from mismanagement and poor accounting to the wrong product in the wrong market.
However, one of the main reasons many businesses are not as successful as they might be is that they are not looking to solve their customer's problems. Instead they try and sell their own products and services.
Well is there a difference? I think there is.
Whether business customers or consumers, people want something that is of value to them. Constantly understanding, checking and reviewing exactly what their customers want and delivering it in the way that customers want it, is what will distinguish the successful from average company and may even determine the length of time a company is in business.
I used to frequently get that 7pm call from someone trying to sell me a conservatory.
Point number 1 – I didn't have a house. I lived in a flat. Point number 2 - I didn't have a garden.
So did that company understand what I wanted? No.
Did they know my needs? No.
Did they waste time energy and money? Yes.
You may have the best product, deliver the best service and think that your customers need it but if you don’t take the time to...
* Understand each of your potential/current customers' needs
* Identify the problem your product or service is solving for them
* Identify the value to them of your particular product or service
* Communicate with them to help them realise the value
...chances are your competitors will be.
So reframe your thinking. How can you solve your customers’ problems?
Of course you could change your approach completely and become an attractor rather than a seller but more of that next week.
Personal Reflections
Whilst waiting in the doctor's surgery the other day I was reading a magazine - as you do - and noted an advert for Patek Phillipe Watches. The tagline read
"You don't just wear a Patek Phillipe - you begin an enduring love affair"
This got me thinking that increasingly, advertisers and marketers are learning and demonstrating that people buy on emotion. People buy something that attracts them and people buy something that connects with them at a deeper level than just features and benefits.
It's almost a spiritual or deep emotional connection that conjures up an image of being or feeling something that is inspirational and aspirational.
I wonder how in consultancy we can tap into this emerging trend of connecting with our ideal clients on a level that is more subtle yet in my opinion much more powerful. How can we tap into their aspirations and dreams?
As a marketing consultant, how can you support your clients to get into the minds AND hearts of their potential clients? How can you show them the connections they need to make are not superficial and shallow but deeper and more meaningful?
As a business development consultant, how can you show your clients that connecting on all levels with their clients, suppliers and employees will create more meaningful, trusting and longer lasting relationships?
As an IT consultant, how can you surpass the bytes and tekkie stuff and make the connection for your clients about what all the technology brings them on a more meaningful level?
This is not about "going woo woo", far from it. This is about getting the edge and keeping it. This is about understanding that more and more people and therefore more and more of your current and future clients are looking for something greater, something they can connect with. Why not help them by changing your approach or offering something that is more attractive on all levels?
Worth thinking about? What do you think? Hit reply and let me know, I’m curious.
Best Regards
Bev
bev@onestepfurther.co.uk
+44 (0) 1344 625713 |
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