Why do some businesses sell out their offers while others struggle to get clients?
Why do some people not hire you even when they’re a perfect fit?
How do you get those “perfect fits” to say yes every time?
The truth is, it takes more than being simply good at what you do and having a great offer to turn a perfect prospect into a paying client.
To sell out your services and get those perfect fits to say yes, you have to get inside your clients’ heads. But how…?
We’ll get there in just a second. Before we do, imagine this…
Imagine if you knew what your clients were thinking.
Imagine if you could “hear” the chatter inside their heads. If you could sense their emotions. And if you could know exactly the words that would get them to say, “Where do I sign up?”
You’d know what to say every time. You’d fill your roster. Heck, your waiting list would have a waiting list! (Wouldn’t that be awesome?)
So how do you get there? How do you uncover exactly what they’re thinking and what makes them tick… so you can make that happen in your business?
Today I’m sharing three can’t-fail ways to get to know your potential clients, so you can create offers they love, market your services like a pro, and fill your client roster to capacity (and then some).
Tip #1: Ask the Right Questions
The first step to understanding your clients is to ask them questions.
Sounds easy enough, right?
Well, it’s important that you ask the right people the right questions. If you don’t, it could lead to you making some bad business decisions.
That’s why using surveys to get in the minds of your prospects is a horrible idea when you’re just starting out. Newer business owners ask the wrong questions and the answers they get lead to even more confusion, not greater clarity.
The solution? Pick up the phone and talk to your clients. (Yes, on the phone. Or Skype.)
“But Jenny!” you might be thinking, “I don’t have clients yet!”
If you haven’t worked with paying clients yet:
Start by offering bite-sized sessions for free or for a nominal fee.
During your session, ask questions like:
What’s your biggest challenge right now?
Why are you ready to tackle this challenge right now?
What do you think will change for you after you overcome this obstacle?
Write down their responses word for word, and refrain from adding your own jargon.
If you’ve worked with clients before:
Reach out to your all-time favorite clients to get even more insight about their dreams, frustrations, and the results they want most.
The key is to ask them to go back to what they felt like before they worked with you. This ensures that you’re using the right language (no jargon!).
Like I said, the right questions make all the difference. Here are 14 questions for juicy marketing gems.
Tip #2: Listen Closely
Asking your clients questions directly is one of the most effective ways to get in their minds.
There are still lots of ways you can listen to your potential clients. Here are a few of my favorites.
Client sessions: Already have sessions booked? Take advantage of this time! Pay attention to the words and phrases your clients use as they describe their challenges and goals.
Also, keep notes of the things you find yourself continuously telling your clients. These ideas can help you come up with blog topics or new offers.
Social posts: Practice “social listening,” by joining Facebook groups or Twitter chats that your ideal clients participate in.
Here, you’ll act like a fly on the wall (every introvert’s dream!). Take note of the questions your ideal clients are asking, as well as what they’re confused about, complaining about, or celebrating. And of course, be of service to them when possible.
Blog comments: Browse the comments on your own blog, of course. But if you’re just starting out, look at popular sites that appeal to your audience. These more popular blogs can be a godsend because you’ll have direct access to your potential clients’ opinions, even if you don’t have a large audience (yet!).
Client feedback: Always request feedback after working with a client, so you can continue to refine your services and copy as you gain experience. Use this template to get started.
Tip #3: Put Yourself in Their Shoes
This final option is a good choice if you’ve “been” your client before. In other words, you’ve been where they are and have successfully made it to the other side.
Go back in time and remember what it was like to be in the space that your ideal clients are in now. What did your day look like? What prompted you to look for help? What were you thinking, doing, and telling yourself?
Use your own experience to imagine what your clients are feeling and what they need to hear from you.
Take Action Now
Armed with all of these options, it’s time for you to step up and take action.
In the comments below, tell me…
Where do you think you could improve the most: asking, listening, or putting yourself in your clients’ shoes?
Which method are you committed to trying in the coming weeks?
How do you plan to use these strategies to improve your copy and offers?