Ok, I spoke about it in several of my coaching calls this
week, so I may as well write about it, too. You’ve read before where I wrote about
what clients actually buy. Very few professionals REALLY get it. Those that do
are successful. Period.

Take note: clients don’t buy your services. They aren’t
interested in your services. They don’t buy your time. They couldn’t care less
how much time it takes. They hire you for one reason and one reason only: to
solve the problems they have.

How many times in your conversations do you talk about
what you can do for them? How you can come in and [fill in the blank]. That you
will be as efficient as possible and they will be pleased with the services you
provide? Don’t you get it? THEY DON’T CARE.

Your clients and prospects only want to know three
things: when you can get it done, what it will require of them, and about how
much it will cost. They may be interested in you elaborating on one or more of
these, but let them ask. You don’t have to blather on or justify what you do.

One of my clients told me of a situation where his client
showed him a letter from a regulatory agency, threatening to apply severe
penalties. After reading the letter, my client said, “I need certain information. When you get it to me, I will take care of
this week. It will cost you $x,000. You won’t have to worry about it anymore.” His
client was so relieved, he took out his checkbook and wrote the check on the
spot. Did I say that these clients are his best referral sources?

It took my client several months to perfect this
approach, but once we got him focused on the right things and then talk about
them the right way, he has been unstoppable in generating new business.

All because he would rather solve problems than provide
services…a lesson to us all.