When you explain why a client should use your services, make sure you don’t roll-off the following “differentiators”. Why? Because they are trite, overused and ineffective. My next blog post will cover the differentiators that you should use.
Quality service. Every client expects this and every one of your competitors will also make this claim, thereby diluting its impact.
Best price. Most clients do not hire expertise based on price. Its usual to find that these firms competing on price show no measurable increase in sales – clients rarely choose the lowest-priced option or the one with the most pricing options – keep it simple and profitable!
Methods, tools and approaches. The prospects you are speaking to expect you to be in possession of all the tools to enable you to do a good job for them 0 the ones that are needed to complete the job quickly and efficiently. You cannot sell services based solely on your consulting prowess as competitors will be cropping up with bigger and better gimmicks and tools every time you go down that route.
Service responsiveness. Clients who pay for consulting fees expect quick service and they will pressure you to provide it. And if you cannot, they will find someone who can.
Credentials. Many firms wheel out the pedigree of their staff as a differentiator. However, most clients don’t actually care about what you are saying, they need to know that what the team has done that relates to their project.
Importance of the client. If you are telling them that they are vital to your success and promise them special attention then the more involved you are the better. Think about what benefits you can offer to them that are not extended to your mainstream database.
Testimonials and references. Instead of providing testimonials think about showing them your complete client list and invite them to call whoever they wish. They will put more stock in the opinions of their trusted network members than in praise from unknown clients.
F.U.D. Standing for Fear, Uncertainty and Doubt. Consultants often try to convince clients that there is an urgent need for a specific piece of work but most clients see through his ply and will stop listening to you if you try it.