Internet Marketing – Your clients are not buying what you do – 1

Winning New Clients

Clients are only interested in the end
result

Today I’d like to share a really
important pricing tip I gained from
marketing.

One of the most important lessons you
can ever learn is that your clients
aren’t buying what you do. They’re not
interested in it.

People buy benefits, not features

The problem is, when we talk about what
we do we often describe it in terms of
its features.

What we can learn from
marketing, from top marketers, is that
people don’t buy features.

Which means that in all our
written and verbal communications we
need to make sure we’re constantly
talking about those benefits.

To illustrate, I’ll give you a
practical example. I’d like you to
imagine that you’re discussing annual
financial statements with a potential
client, and that your brochure or
proposal says something like:

“As part of your annual accounts, we’ll also
carry out a tax-planning review.”

Can you spot the weakness in that
sentence?

The problem is that while you
know a tax-planning review is a great
way to add value, your client doesn’t.

Although you know exactly how much work
goes into a review and what it means in
terms of benefits – you probably even
have examples of businesses you’ve
saved a ton of money – your client
doesn’t.

Keep it simple

Also:

Price accounting and consulting services more profitably!