Unlike a product, your clients can’t experience your offering before they invest. They don’t get the opportunity to touch, feel and try before they buy, that’s why, your ability to package up your message is so important. Below are some suggested ideas for you to consider in your advice business – I trust you get some value from some of these.
- Create a stage for the pain/problem you solve. Get the stage lights to shine on the issue so that others can see it easily. Sometimes we don’t realize the issue we may have until an ‘expert’ shows us.
- I know in the early days many of you will happily help anyone, even though you may have spent the time creating your service offering, you don’t stick to it because you need the cash flow. I get that but, a word of warning – stay focused and on track and it’ll be the fastest way you can establish a valuable business. A new advice business or adviser in an established business needs to stay focused otherwise you’ll end up letting others define your business not you. Develop your marketing strategy to enable you to service one sector/demographic first then you can broaden if need be.
- Unlike product providers (tangible things) it’s hard for you to give away things. What you can do though is to make that very first appointment, the one you don’t charge for, the best possible experience a potential client could ever have. By putting a name to the experience, telling them what the expected outcomes will be and showing them the value others have experienced from this first meeting instantly positions your business as professional and value focused.
- Prepare a list of references that potential clients can call to ask what your really like. Online endorsements are fantastic but you can take it one step further and invite potential clients to call one of your clients – nothing like hearing from someone else.
- Regular quality communication is paramount – in a service based industry it’s one of the ways you can talk about the value you add and the outcomes you give others – once a quarter isn’t enough in today’s world.
Thank you for reading this blog post, feel free to share it with others, cheers.