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

Mark Wickersham (UK):
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.
What they are
interested in is the end result.
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.
They buy benefits.
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.
They probably don’t even know
what a tax-planning review is, so how
can they understand the value of what
you’re offering them?
Keep it simple
Also:
Your Pricing Journey (video training programme)

NEW programme from  the MASTER!

(More of Mark!)
Better pricing = higher profits 
If you have a service business, you can
earn much more from this series.
Also, Mark runs a programme called
Price Consulting, and he teaches
accountants/bookkeepers how to help
their customers with their pricing. 
Thank you for the positive response to
posts on this topic and the action taken.
Please tell your friends!
Those links again:
Effective Pricing for Accountants (book)
The complete guide to menu pricing – NEW!
(video training programme)
How to build a successful bookkeeping
business (book)
How to build a successful bookkeeping
business (video training programme)
Grab them NOW and claim the true income
that you earn!
Price accounting and consulting
services more profitably!
Silvia at IFRSbox.
If you are in finance and not on her
FREE list (WHY NOT?):

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