Dare to Be Specific
Several times in recent weeks I've attended a networking event where people have the opportunity to stand and introduce themselves and their product or service. Part of their introduction usually includes a description of what a "good referral" would be for them. And 99% of the time the attendees deliver a description of their so-called good referral that is about as memorable as a wet sparkler...
... In essence it amounted to: "I work with anybody...got a pulse? Bring it on! Fog up a mirror, you're mine baby!" Now they may go on to provide some smidgeon of additional information about a possible client. But face it, if you're marketing and can't or won't describe your ideal client or a truly good referral in clear, specific terms you won't get good referrals!
I came across a quote from author and marketing guru Seth Godin that says it all: "A product for everybody rarely reaches anybody."
In today's highly competitive market you must be able to spell out clearly who you work with and how others can help you find your prospects. I was recently listening to speaker and coach Dan Lier (www.danlier.com) who said with absolute, unapologetic clarity: "I ONLY work with motivated people. Someone who misses calls, doesn't do the homework, is unprepared or makes excuses doesn't stay my client for long!" No doubt in my mind who his ideal clients are.
Are you courageous enough to be very specific about who you work with? If you're ready to give up the generic, plain vanilla, no-results-producing description of your ideal client and dare to be specific, here are some examples of how to clearly spell out who you work with.
- Describe the problem you solve for others. A realtor: "I work with motivated sellers who need to be out of their homes in 30 days!"
- Describe the pain your potential client is experiencing. A chiropractor: "I work with people who have recently been in an auto accident and may not have broken anything, but still have pain they can't get rid of." Or, "I work with people who spend too much time sitting at a computer and wake up to find out they can't move their head!"
- What benefit do you provide? A financial advisor: "I work with people who want to be certain they have the money they need when they're ready to retire."
- Describe a phase of life your client might be in. A parenting coach: "I work with new moms to help them be great mothers, have a life too...and leave behind the guilt!"
- Tell people what might be broken. A plumber or handyman: "I work with people who want to replace their hot water heater before they have to take that cold shower!" Or "I work with busy professionals who don't have time to install their own ceiling fans, fix their garage doors or replace the locks on their doors."
- Describe how you're different from other professionals in your field. A business coach: "I work with small business owners with five or fewer employees who are ready to grow their businesses but aren't sure what the next step looks like."
- Describe your service or benefit in a memorable way. An accountant or bookkeeper: "I help my clients sleep at night knowing they won't wake up to a financial nightmare!"
Spend some time this week asking yourself who you work with...specifically. Take a look at your current client list and look for the common thread. Or if you really want to be working with a different type of client, describe who that is and what you can do for them. Then rehearse your client description enough times that it sounds natural next time you have to stand and deliver. Let go of the fear that if you're specific you'll scare others away. As marketing coach C.J. Hayden reminds, "being specific doesn't limit you, it frees you!"
I believe people really want to help you, me and other independent professionals find good clients. But we have to do our part by defining exactly what a good client is. Make this the week you get specific. And lest you think this message is only for those who are marketing their professional services, consider this: Anytime you are asking anyone for anything you had better be able to be specific about the kind of help you need. Comedienne Lily Tomlin once commented: "I used to dream that someday I would grow up to be somebody. Now I wish I would have been more specific!" That goes for all of us Lily.
Betty
Quote of the Week:
"In order to be irreplaceable one must always be different."
~~Coco Chanel
Contributed by: Betty Mahalik
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