“What do you do for a living?” You get asked that all the time. How do you answer it? “I’m an electrician”, “an attorney”, “a dog groomer”? Are you and your business defined by your title or role – or are you known as the company that solves a specific problem for people?
Working with a client recently and taking her through the “finding focus” stage of developing a marketing system reminded me of that important question.
So many of us think we are the actions we perform – and not the problems we solve.
Your clients don’t hire you just because you’re an attorney, a dog groomer or an electrician – no matter how good you are. They hire you because they’re sick of dog hair all over the house, or because they’re afraid of getting raked over the coals in a divorce, or their power went out, the turkey is in the oven and they have 20 guests at their house.
When you understand why people really hire or buy from you you can begin to develop your marketing messaging and develop product and service packages that people want to buy! This process will also: 1) Help you stand apart from your competitors and 2) Help you communicate to potential customers in a way that can prompt them to buy.
So, what problem(s) do you solve for your clients? And does your company offer a product/services mix to solve their specific problems? If not, here is what I want you to do:
- Make a list of the different types of customers you work with; are they female, male, single, or married? Where do they live? How much do they earn? Etc….If you sell to businesses, is it a services based business? Retail? What type of business? How big? How long in business? This step will help you understand, first, who you serve best. Next we’ll look at the specific problems each segment has….
- List the specific problems they have before they hire you – Hint: they own a dog, need legal representation, or own a home with electricity aren’t enough… It needs to be a specific problem. Lots of people own dogs and never visit a groomer… so the mere fact of owning a dog is not a trigger to make someone a purchaser of grooming services. You need to dissect your client list and study them. When they call you, what problem do they say they need solved NOW?
- For each specific problem listed, think about the solution you provide – or can provide. For example: customer problem – “sick of having to vacuum my house every single day because my dog sheds so much… I don’t have time!” Solution: Create a service that reduces amount of dog hair around the house. So now, you are the service that reduces dog hair around the house, eliminates days of vacuuming and gives me more free time to do other things… see how that’s diffferent/better than, “I groom dogs”?
- Create product and/or service packages or bundles to solve the unique problems of each segment of your target market. Example: “We have mobile grooming packages that include: weekly cut, shampoo, and groom and at-home brushing services 3 times per week – guaranteed to reduce the number of days you vacuum from 7 to 1! Allowing you to spend less time cleaning and more time with your family! “
Once you complete this exercise I guarantee you’ll have a better understanding of what you really sell, how to package, communicate, and sell it to your target market!