The 6 C Approach To Getting Clients - FAST
As a professional service provider you face special challenges promoting yourself to potential clients. You may have certain restrictions on how you market or advertise. You may feel overwhelmed by demands of being both owner and employee. You might not have a strong base of effective selling & marketing skills. In addition, you may believe that self promotion is somehow unprofessional and pushy or even unnecessary. Very often, professionals "open up shop" and expect, much like in Field of Dreams, "if you build it, they will come."
I don't deny that there is some validity to this approach; for instance, if you rent space in a strategic location and let your colleagues know you're there then you are likely to get referrals - eventually. This is fine if you're willing to wait months or years to create a thriving business. The bottom line is that you must let people know who you are and what you can do if you want to be successful in selling your services now.
This does not mean that you adopt a persona that doesn't suit you or that you try all marketing and sales techniques you can find while desperately seeking one that works. Instead, I'd like to offer you 7 "C" approach to successfully selling your professional service.
Clarity. This refers to spending time to craft a clear, compelling and memorable message. It involves being very clear about benefits of your service and finding a way to "speak language" of your potential customers. Very often, professionals resort to phrases like, "I help my clients reach their goals." "I do tax returns." "I give massages". Is there anything particularly compelling or memorable about any of these statements? Not really. Instead, how about these: "I help my clients reach their goals of working 51% less and making 52% more." Or "My clients legally pay fewer taxes" Or "I provide a special type of massage which can permanently reduce pain from old injuries." Do you see how each of these statements provides more clarity and gives potential customer more information about benefits? The power of clarity is that you know, right away, if your potential client will buy from you. At very least you've provided potential client a memorable way to remember you-so s/he can refer friends.
Caring. This point might go without saying, but, just in case this is a new idea you want to be sure you care about your customers. Marketing is most effective (and easiest) when you have a passion for your service and absolutely know that it's effective. You really want people to experience your service because you care, for instance, that they work less and make more, that they save money on tax day or that they are pain-free. If you can't think of anything in your service that you care about deeply, passionately and vocally keep looking until you do. Finding this aspect is like unlocking a treasure chest!