You’re offering terrific services. You know you could help so many people.
You want to shout from the rooftops: “I’m here! Hire me!”
But when you tell ideal clients about your service, their eyes glaze over.
That’s when it hits you: “My people don’t even know they need me.”
You’re in good company. This is more common than you might think.
What’s the problem here?
Let’s break it down with an example.
Imagine you’re a nutrition coach who helps mid-life professional women who feel exhausted all the time.
After years of study and research, as well as your own health journey, you’ve decided to specialize in gut health.
So you create this amazing offer to help your clients attain the healthiest gut microbiome. And you put yourself out there, offering help with “gut health.” Because you know that optimal gut health will absolutely transform your clients’ lives.
The problem is, these women don’t know they need help with their gut health.
Your message doesn’t resonate. So of course, they don’t hire you.
Now, you’re stuck.
“My service is just what they need, but they don’t know it,” you think.
What do you do in a situation like this?
My answer…My Personal Recommendation for YouDiscover our proven plan for filling your client roster!
Sell the Results They Want—Not Your Expert Solution!
You need to sell something different because you’re selling the wrong thing.
Let me explain.
You may have heard me say over and over again that to get clients, it’s absolutely crucial for you to get clear on the problem your clients are facing and the language they’re using to describe that problem.
This is where you have a disconnect.
You know what they need. Based on your expert knowledge, it’s very clear that they need “gut health.”
The problem is, your target client is not using those words. She doesn’t know she needs better gut health.
So you have to put your expertise aside for a minute.
And this can be really hard at first because you’ve studied and trained and gotten certified and credentialed in your field—but it’s super important for you to put all that to the side for now.
Get out of your head and get inside your perfect client’s head.
Put yourself in the shoes of this professional woman who’s juggling a million responsibilities. She’s over-extended. She has a high-pressure job or business. She works long hours and runs countless errands.
Now, enter the conversation that’s happening in her mind:
What is she saying to herself about what she needs?
What is she thinking?
What is she worried about?
What does she think will solve her problem?
Maybe she tells you, “I’m overwhelmed, I’m exhausted, and what I really need is someone to run my little errands so I can free up more time for work and for myself.”
Now, that’s totally outside of the wheelhouse of your philosophy. And I’m not telling you to change your offer. You’re not going to try to try to sell her something you don’t believe in or don’t have expertise in.
Connect the Dots Between What They Want and What You Offer
Instead, your job is to enter the conversation she’s having that’s related to your offer, using her own words.
When you do this, you realize she’s not staying awake at night thinking, “I need to improve my gut health.”
What she’s really worried about is her declining energy. She’s lost a lot of the get-up-and-go she used to have. Lately, by mid-afternoon, all she wants to do is take a nap. And this is making her not fun to be around with at home.
And you’ll know that she’s really bothered by the brain fog she’s been experiencing recently—just when she needs to be her sharpest, most alert self at work.
And that’s causing her a lot of anxiety because at work she’s competing with all these millennials who are at the peak of their productivity and creativity.
In short, she’s worried that she’s losing her edge and that’s causing her personal and professional lives to suffer.
Those are great clues to how you’ll present your offer to her!
Because you know that gut health will absolutely help her with the exhaustion and the brain fog. It will help get back her energy and productivity. It will give her mental clarity. It will make her more effective at work and even give her an advantage over people who are 20 years younger than her. And it can only improve her home life.
So THAT’s what you lead with: her transformation from a tired, over-the-hill mid-lifer to a vibrant, unstoppable dynamo!
In short, lead with what your client wants—not what your solution is.
It’s All About How You Position Your Offer
And then, when you have her attention, the conversation will naturally lead to her asking you, “How will you help me achieve that?”
That’s when you can talk about your expertise—your unique solution—and show her how it all works to get her what she wants.
By then, she’s all ears. She’s dying to know what you have to offer. And when you prove to her that you deliver results, she’ll be chomping at the bit to hire you!
In short, you’re not selling “gut health.” You’re selling longevity. Vitality. Youthful energy. Whatever it is that’s important to her that you can deliver with your solution.
When you think your prospects don’t know they need you, that’s because you’re trying to sell them what you as an expert know.
Instead, you need to leave your head, go into their head, and enter that conversation they’re having, and sell to that conversation.
Your solution or process doesn’t matter. Your expert-speak is irrelevant. That is, until you can show your potential client that you can give her the end result she wants.My Personal Recommendation for YouGet everything you need to earn a full-time income with your service-based business
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