...these are a few of my favourite things....
At a recent Networking Event a friend of mine was asked the classic simple question...
So, what do you do...?
Now while there is a whole series of Blogs that I could come up with regarding how this question should be handled, (HINT ; don't tell 'em), that is not the topic of this Blog...
He said that he was in Financial Services, involved with the optimisation of investment portfolio returns, whilst reducing Taxation exposure and management of international risk profiles.
If anyone knows what that actually means - please drop me a note. The lady asking the question, one the top Interior Designers in the World, simply glazed over and said;
"Draw it for me..."
So he described graphically what he actually does - and it made so much more sense.
What he actually does is select a range of "things" and "wraps" them into a product that enables investors to maximise returns and minimise costs - he is a Wrapper...
Whilst images of Snoop Dog, Jay Z and Eminem immediately sprung to mind - and we had a laugh about teams of trained dwarfs in the cellar of Gringots Bank busy wrapping financial products - it began to make sense...
Note - don't get logical or technical with creative types - we will see the bizarre and obscure in anything you say...
He puts things into a package that is attractive and able to be understood by his clients - essentially, that is what we all do...
Clients are rarely attracted to the technical aspects of what you do, they are only interested in the Results and how attractive the proposition or "package" actually looks - they don't know what you do so the only way they can make a choice is how good you are at Packaging and Promoting your business...
This principle works for Lawyers, Accountants and Web Designers as well as Retailers, Restaurants and Martial Artists; even works for Driving Instructors too...
Example...
When you go to the Dentist - you really don't want to know all the details of what is going to be done to you, you just want to know that;
1. You won't feel any pain...
2. You'll look great when it's finished...
When you selected your Dentist, you probably didn't check his or her credentials, speak to 10 clients to see that none had been killed, looked for a Professional Indemnity insurance claims history or even if they cleaned the equipment between procedures...
No - you were told by a friend that he / she was good and because they were wearing a white coat, and had a lot of shiny equipment in their consultation room - you thought they'd be OK.
It was the Packaging that sold you - not the actual skills and competency of the Dentist. People buy with the Eye - they buy emotionally not logically and the better we are at Packaging our services the more attractive we will become to prospective clients.
For more on the principles check out the great book by Harry Beckwith - Selling the Invisible.
Packaging, Wrapping, and Marketing...
Remember - when you are selling an intangible service that cannot be seen or touched, you must make it visible and "real" for people so they can become more confident about buying from you.
Here's how it's done...
1. Packaging - people love bundles...
Put a range of services together and "NAME" it - give your services a unique identity that can be marketed easily and also understood by clients. People love bundles, kits and sets; think Happy Meal, Socket Sets and Scalextric. People don't want components, they want a pre-determined selection - because they don't actually know what they want from you, they need to be told...
Have a range of Packages so that people have a choice; the Gold, Silver or Bronze Program for example. Always have a "Bespoke" Package - so you can design a unique program for those prospects that don't fit your standard offer.
2. Wrapping - how attractive is the package...?
Presentation is everything...Is your product or service visibly attractive, what would it look like if you were to draw a picture of it...?
Better still - show me the Video about your product so I can really understand what you do and why I should be interested. Check out the website www.fiverr.com for great offers on graphics, images and video production.
3. Marketing - don' be the best kept secret..
Here's the key...
Don't Market What you do - Market the Results of what you do...
- In other words, no one wants to hire a Lawyer - they want to win the case...
- No one likes the Dentist - they want a tooth ache free great smile...
- No one really wants to hire an Accountant - they want to save tax, sleep at night and comply with regulations...
- We don't want a Web Designer - we want leads and prospects..
So many people Market what they DO and forget that's not what people WANT, so build your Packages, Wrap them well; and remember to Market the Results that people can expect to get as a consequence of what you do...
Have a great week....
With special thanks for inspiration for this Blog to;
Vanina Henry of Van Henry Interiors - LINK
Steven Cooney of NPG Wealth Management - LINK
AND....
To get 2014 off to a flying start - there are two Planning Days in January 2014...
Birmingham 24th January 2014 - LINK - Early Bird Deal ends 31st December.
Luxembourg 17th January 2014 - LINK - Early Bird Deal ends 31st December.
Come along, meet the team and have an Inspiring Day with other like minded Professionals - we look forward to seeing you there...
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