Yes, I am literally calling out to all entrepreneurs to stop selling your products and services and when you do, you can make even more money. Does that sound crazy to you?
How in the hell would that work? It’s simple. Give first, serve more and make more money. Here are 5 steps to take to make this idea work.
Step 1. Know your ideal clients in detail
In our own strategic advising / consulting company we often find that our new clients think they know who their customers are, yet after just 5 minutes of us asking them questions we realize that they infact do not know their customers at all.
This is major reason why many entrepreneurs struggle in their businesses, not knowing who your ideal clients are on a deep level. What are their goals? dreams? problems? pains?challenges? what are they most afraid of? The better you know them the easier it will be to bring them to you instead of chasing new business.
You may be wondering why does this matter? This is the key to providing them the value, result and transformation that they really want.
If you know what their pain points are then you can position your product or solution as the vehicle that will take them where they want to go . We find that the most common pain point in our experience is entrepreneurs struggle to use online marketing to find new clients.
Armed with this information you can create and position all of your marketing and messaging to speak to that pain point or problem.
When you don’t know your client, you can’t attract them to you.
Step 2. Stop Selling Your Product or Service.
I would like to start this by telling you something that I see a good 80 – 90% of businesses we consult with or advise don’t understand. NO ONE GIVES A SH*T about your product or service. Don’t cry but it’s true.
Let me explain. You are an eye doctor and you have this new myopic treatment that reshapes the cornea in the eye while a patient sleeps and you can’t wait to sell this breakthrough product because it’s worth $2,500 a pop.
You may have had to go look up what myopic means and why anyone wants to reshape the cornea in their eye.
That’s the point no one cares about the new treatment itself or the new machine used to do some awesome new thing!
What the client cares about is what’s in it for me? What the hell do I care about as a potential client?
Remember that this is all that matters, not your product or service.
Let’s simplify this. The eye doctor should be talking about in his marketing how there is a new contact lens that someone who is shortsighted can now wear at night that will allow them to see all day long without glasses or contacts in at all.
This solves a real issue anyone who has to wear contacts or glasses all day especially for the more active lifestyle people.
What Problem or challenge do you solve?
Think swimmers who lose their contact lenses in the pool or athletes who hate wearing glasses or contacts. The product is not what you need to sell, you need to sell the benefit and solution to your ideal clients problem, pain or challenge.
This product could possibly help them to attain a major goal they have, if this is the case you can only know this by first knowing who your ideal clients are.
Instead of talking about how awesome your product, service or company is make everything in your marketing about the ideal client and the transformation they are looking for.
Speak to them about what they want, not about the feature specs on your potato gun pro rocket launcher 5000. (no matter how awesome it is)
Your product or service is a vehicle that will take your ideal client / customer from where they are now to where they WANT to be. In other words your product provides the client with a transformation.
For example with our clients, we help transform them from clueless about online marketing to having a red hot customer acquisition system aka Marketing Funnel that automatically brings them new business.
They go from not knowing how to get new clients to understanding a marketing system that gets the clients for them.
We speak to the benefits of having a system like this, NOT the features of the clickfunneler 5000 split test optimizer money grabber plugin that we use to accomplish all this marketing wizardry.
Think about what transformation your product or service gives your clients?
Let’s look at a few other examples:
A barber does not sell haircuts, they sell the transformation in confidence that a haircut provides.
An insurance broker does not sell insurance, they are selling the transformation from being insecure and uncertain in the future to having a sense of certainty and security.
Step 3. Always give value upfront FIRST!
In our own business we help our clients get new clients through social media, marketing funnels & paid advertising. Now we could try to sell them a full-blown automated marketing funnel with marketing automation right off the bat but that wouldn’t work very well, unless our ideal clients were already advanced marketers who just wanted funnels built out and a Facebook ads campaigns set up for them.
This is what most business owners we see are trying to do. However, there is a much better way.
We always lead with value, we spend the time to get to understand our qualified customers and we give them a tremendous amount of value in education before we ever try to pull the trigger on a sale.
If you learn to give first you will stand out in the sea of business owners all screaming BUY MY SH*T!
There is the famous marketer named Russell Brunson who teaches the concept of the value ladder. This is simply having multiple levels of value that you offer to your potential clients. The very bottom step should always be some form of free value that begins the relationship with your potential client.
Step 4. Create a customer acquisition system aka sales funnel
What the hell is a funnel? This is a question a lot of people have and so we will educate them on this. A funnel in its simplest form is a process for how you take someone who is a total stranger to you and your services and turn them into a raving customer that sends you referrals.
It’s simply a process for how you take people through the journey of becoming a customer. Imagine the best sales person ever meeting your potential customer and walking them through the process of becoming a client. That’s essentially what a funnel does.
Every business already has a funnel. Here’s a simple example. Let’s look at a martial arts studio but this can apply to any business. What do they have as their “existing funnel”.
- They have a sign outside that says Martial Arts ( this makes strangers aware or what they do)
Then they may have a brochure that explains what the martial arts school teaches that a stranger who’s interested in learning a martial art can look over to learn more about this business.
Then you may have an assistant instructor who may sit at a front desk and can answer questions for anyone who wants even more information.
Then you have the instructor who can take this person into the academy or school and show them around and maybe provide a quick private lesson.
This stranger decides to do a 1 week trial at the school and then becomes a full-blown student of this martial arts academy.
This stranger went on a journey from not knowing the business existed to learning what they offered, getting questions answered and finally deciding to do a trial and then become a full client. That was a funnel.
Today there are some amazing automated ways to creating a marketing funnel that helps you to acquire new clients and customers with the use of technology and automation. Developing this “funnel” system is vital to creating a successful business in today’s online space.
We often share a few free video trainings on this concept with anyone who is interested in learning about creating customer acquisition systems and this is the first part of them entering into our own marketing funnel.
Step 5. Know the 3 ways to make more money with your business.
1.Get more new customers, this is the most common way business owners think to grow their revenue. This is often the most expensive to accomplish and not always the best route to take.
2. Another great option to increase your revenue is to increase your prices so that you make more money from each and every sale. This can be used strategically to also elevate the level of clientele you deal with. We often find in many businesses that have issues with problematic customers or clients the easiest way to fix this is to raise your prices.
This will force the problem clients to leave to your competitors, guess what? Now they are someone else’s problem right? And you are free to give more value to the clients who are willing to pay you more and give you less headaches and stress.
You should always be providing an excellent value but this can actually work to benefit your business in multiple ways that are beyond the scope of this blog post, there is a very strong psychology associated with perceived value in pricing strategies.
3.The third and in my opinion the best way is to sell more to your existing clients.
You already paid the money to acquire your existing customers, they already know, like and trust you, so find more value you can provide them, sell and serve them more and they will gladly pay you more money.
This is often the key to supercharging any clients business when we are consulting or working with a company in their customer acquisition systems and marketing funnels. It always surprises me how often this simple concept never occurs to many business owners. That you can simply sell more services and products to the customers you already have.
This is the fastest and cheapest way to increase revenue on a massive scale if you already have existing clients that like doing business with you.
So let me ask you again this question from earlier. Does it sound crazy now that you should stop selling your products and services and instead focus on selling customer transformations and benefits that matter to your clients. Does it seem crazy that by providing value first you can actually make more money and serve more people in a better way?
Know your ideal clients in detail
Stop Selling Your product or service sell transformations and benefits.
Always give value upfront FIRST!
Create a customer acquisition system aka sales funnel
Know the 3 ways to make more money with your business.
Give first, serve more and make more money.
Customer Acquisition Systems Ninja @ Crucible Strategic
Author of Your Life Design Blueprint