Do You See Through Your Client’s Eyes?

 

It’s a big shock to realize that no one really cares about your

business, at least in the beginning of the process.  What

people do care about, and want to know, is what your business

can do for them.

 

You can imagine that information about how long you have been

in business or why you started your company isn’t the most

intriguing introduction.  So why do so many business owners do

it?

 

I know you love what you do and you’re crazy about your

business, me too!  It’s just that most other people, including

prospective clients, aren’t thinking about your business.  They

are concerned with their own lives and what is important to

them. 

 

Think about what you prefer when you are in the position of a

being a client.  Would you rather learn about the background of

the business or would you like to hear about how the business

can serve you?  What we all really want to know is, ‘what’s in

it for me’ (sometimes referred to as tuning into radio station

WIFM).

 

This quote by John C. Maxwell sums it all up: “People don’t

care how much you know -- until they know how much you care.”

 

So how can you know what your clients care about?  Simply put

yourself in your client’s shoes and imagine what it is they

want to know.  Think about what issues they are facing and what

they need. 

 

If you don’t know what your clients are thinking, you need to

find out.  The best way to find out is to listen to what your

clients are already telling you.  You can also ask them

directly or with a survey.

 

Once you know the situation your potential clients are in, you

can address it and share how your business can support them.

Speak directly to them and let them see that you understand

their situation and how your business can help.

 

Here’s an example to show the difference between the

perspectives of the business owner and the client:

 

* Perspective of the Business Owner – We are a talented group

of tax consultants who have been in business for 12 years.  Our

company prides itself on delivering outstanding services to

small business owners.  Our consultants are experts in advising

on the appropriate tax services and we strive to deliver value

throughout the process.

 

* Perspective of the Client – Are you a small business owner

who would love to never have to file a tax report again?  If

you would like to spend more time on your core business and end

the frustration that comes with filing taxes we would love to

talk with you.  Our clients feel confident and relaxed knowing

that they don’t have to worry about penalties, mistakes or

missed deductions.

 

Can you feel the difference?  Which company would you hire to

do the taxes for your business?

 

Implement the perspective of your clients into all of your

communication, written and verbal.  Think about reducing words

like ‘us’ and ‘we’ and use words like ‘you’ and ‘your’ more

often.

 

You can also use questions in your copy to help

potential clients identify themselves like the first sentence

of the Perspective of the Client example above.

 

Look closely at all of your communication and see where you can

make some changes. Think about areas like:

 

Written Words (copy)

 

- Website

 

- Letters

 

- E-mails

 

- Brochures

 

- Business card (always use the back)

 

Spoken Words

 

- Networking

 

- Telephone conversations

 

- Speaking

 

- Videos

 

Make the shift, turn it around and think about your business

from your client’s point of view.  Then get into action and

change the words you write and the words you speak when

communicating what your business offers. 

 

Not only will your clients find this much more attractive, it

makes doing business a lot easier for you.

 

© Stephanie Ward, 2007

 

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE?

You can, as long as you include this information with it:

Life & Business Coach Stephanie Ward helps business owners

set their profits on fire!  Grab your FREE copy of the special report

'7 Steps to Attract More Clients in Less Time’ plus monthly business

building tips, at: http://www.fireflycoaching.com.