Now You Can Speak Your Clients Language and Win More Business

Winning More Business

When I start working with a new private coaching student I always ask the person to complete a business assessment.

One of the more basic (yet important) areas that I see consultants having trouble with is their perception of their own business.

This gives me great insight, as a starting point, to understand where the consultant is in their business and how they’re currently approaching their marketing.

In almost every instance I can quickly spot areas that are ripe for improvement. The changes the consultant will need to make are sometimes quick, and other times will require some hard work and time…but the pay off in new clients and increased income for the consultant are always worth it.

One of the more basic (yet important) areas that I see consultants having trouble with is their perception of their own business.

There is a disconnect between how the consultant perceives their business and how their clients and the outside world perceive it.

This may seem like a subtle issue, but it’s actually a massive source of problems.

Let me give you an example…

Say you’re a management consultant. You’ve been a corporate executive for 15 years and have been consulting on your own for two.

You have great skills, are a hard worker and are dedicated to your clients’ success.

So in your marketing materials that’s what you talk about. Sounds like a winning combination, right?

Unfortunately not.

There are several problems here; two of them are:

1. Your ideal consulting clients don’t care about how great you say your skills are – they don’t know you or trust you enough to believe your word alone. And being a hard worker and having dedication to your clients is great, but every consultant says that. So there’s nothing unique about it.

2. Even if this was enough to get your ideal clients attention, in the case that they reach your website and see that it’s old, outdated, and offers them little to no value or education…they leave and go on to the next.

What’s happening here?

The consultant’s inside perception is different than how his client’s perceive him.

The goal here is to unite your perception of how you want your business to be seen, with the way your ideal clients actually see it.

Clients choose to work with you based on their perception of you. Not the other way around.

How can you fix this?

There are two steps to fix this problem:

The first, is to take a look at all your marketing materials (online, print, social media, how you talk about your business) and make sure that you’re addressing what really matters to your clients. Not what YOU think is important, but what THEY think is important.

Second, make sure that what you say in your marketing materials is the reality. If you say that you have a great deal of experience working with top companies make sure that when that prospective client comes to your site they see proof of that. If you’re talking about how efficient your service is (which isn’t that powerful of a differentiator) than you better be extremely efficient in responding when a buyer calls or emails you.

The goal here is to unite your perception of how you want your business to be seen, with the way your ideal clients actually see it.

  • Damadar

    I would have recommended that you share a few examples of the differences in perception, and how to get into the head fo the customer.

    Otherwise, good article.

  • Benoit Jolin

    Love your articles. I wish I could implement a fraction of what you show us into the company where I work. The inability to change or improve can truly ruin a business.

    • Benoit – much appreciated. What type of company are you working at?

  • Bobby

    I enjoyed the article, very direct and to the point. If I had any advice (and I will ask it as a questions) it would be ” How would you go about finding out what your client want and or need” ? I would have give some examples and or tools to get the consultant going in the right direction. Every client is different and there is no ” one size fit all plan”. Again, I loved the article.

    • Thanks Bobby, happy to hear that! You can survey your current and past clients. You can call them or meet them in person to find out what is most important to them. You’ll find there is usually a thread that ties most of your ideal clients together when it comes to the problems they face and you can then focus your marketing on that.