Superior Sales

Many people approach selling with the belief that success comes from talking about themselves. When contacting a new potential client, it's tempting to dive into how great your services are, how long you’ve been in business, or the success stories you’ve built over the years. You might think this will prove your credibility and convince the client to choose you.

However, this approach often misses the mark. Clients don’t usually care about your achievements or how long you’ve been in the industry. In fact, most clients are focused on just one thing: what you can do for them right now. They want solutions to their problems, not a resume of your past work.

Shift the Mindset: Focus on the Client’s Story

To capture your client’s attention, you need to reframe your approach. Rather than viewing them as merely buyers of your product or service, see them as the hero of their own story. They’re facing a challenge and seeking someone to help them resolve it. Your role is to understand that challenge and show them how you can be their guide to success.

For example:

• A client looking for accounting support isn’t interested in hearing about how many businesses you’ve worked with in the past; they want to know how you’ll make their finances more efficient today.

• A person looking for a new home doesn’t just want to hear about your expertise in real estate; they want to know how you’ll help them find a house that matches their lifestyle and needs.

• A business seeking consulting services doesn’t care about the number of years you’ve been consulting; they want to know how you can immediately start solving their growth challenges.

When you tap into your client’s needs and emotions, you create a deeper connection. This means shifting your message to be client-centered.

Solving the Conflict: Focus on Pain Points and Outcomes

Once you start to understand your client’s perspective, you can shift your marketing to speak directly to the pain they’re experiencing. The truth is, many clients are actively feeling frustrated because they haven’t yet found the solution they need. If your product or service can resolve that pain, you’re already halfway to winning their business.

Consider these two statements:

• Statement 1: "We are an accountancy firm with 12 years of experience. Our chartered accountants provide advice and support to SMEs."

• Statement 2: "At our accountancy firm, we help SMEs by analyzing accounts to identify roadblocks and support them in becoming more tax-efficient."

While the first statement focuses on the service provider’s qualifications, the second zeroes in on the client’s pain points - roadblocks in business growth and the need to reduce tax burdens. The second statement offers a solution, which is what clients are really looking for. It doesn’t rely on years of experience or certifications, yet it’s more powerful because it speaks directly to the client’s concerns.

Practical Example of a Client-Focused Approach

Let’s say you run a digital marketing agency that helps businesses improve their online presence. Rather than focusing on how many years you’ve been in the industry or the number of clients you’ve served, consider the specific pain points your target clients might be facing.

For instance, a common challenge for small business owners is low visibility online. Instead of saying, "We provide social media management and SEO services," try, "We help small businesses grow by improving their online visibility, driving more organic traffic to their websites, and converting leads into loyal customers."

This shift from describing what you do to how you solve your client’s problem is a much more effective way to engage them. It speaks directly to their needs, making them more likely to reach out to you.

This client-focused messaging not only resonates better but is far more likely to lead to conversions because, at the end of the day, people don’t buy products - they buy solutions to their problems.