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The Question...
>>>>>>>>>>>> What business are you REALLY in? <<<<<<<<<<<<
You might be surprised. I was coaching a talented financial planner several years ago who wanted to double the size of his already-successful practice, but he was shy about talking/bragging about what he did because he didn't want to come across too salesy or pushy. Yet he wanted to double his practice within a year.
What to do...
I asked him the describe the features and benefits of his services (yawn!) just so I would be clear on what he provided and what clients received. We tried to punch up the phrasing, but it still wasn't turning him on enough to go talk about his services. So, we went to plan B where I asked him this question:
....."How are your clients benefiting from you and your services in ways that don't have much to do with the actual service you are providing?"......
Well, that struck a chord, because he didn't know the answer to that question. So I asked him to call or visit with each of his clients in the next 30 days and spend 15 minutes with them asking/pressing them to share with him, EXACTLY what they were receiving as a result of working with him. And beyond the actual services being performed.
The Outcome...
To make a long story short, the financial planner came back to me a month later and said things like:
"I didn't know that I was a marriage counselor!"
(Several of his married clients said they were able to stop arguing about money once they realized they could bring all money-related items to the quarterly meeting they had with the financial planner.)
"I didn't know that I was a mentor!"
(Several of his entrepreneurial clients regarded my client as their coach and mentor and would save up their business ideas to share with him each quarter because they knew my client would take these ideas seriously and help to turn them into revenue streams.)
"I didn't know that I was a trusted friend!"
(Several of his clients said that during challenging financial or personal times, his presence and caring were the types of support they most needed. The financial advising was essential, of course, but the caring is what bonded them to the financial planner.
Morals of the Story...
1. Client may hire you for what you do for them, but loyalty and longevity are increased by the expanding role you play in other areas of their lives.
2. Clients are receiving value from your presence and service in ways that you don't know until we ask.
3. Clients WANT to tell you about how they regard you and the extra benefits they are receiving from you. Give them this opportunity.
4. When clients bond with you, the referral rate doubles.
Conclusion
After this month-long exercise, the excitement my client felt for his work and his practice was rekindled because he became aware of the broader reach and depth of the value of his work and relationship with his clients. And, because he took the time to ask/press his clients for what they were getting out the relationship, he now has 20 more 'features and benefits' (of which he is VERY proud) to weave into conversations with prospective clients. And THESE features and benefits are not yawners.
Special Bonus
Top 10 Questions to Ask Your Client So That You Learn What They Are REALLY Receiving From You and Your Services
--by Thomas J. Leonard, Editor, Full Practice Ezine (To subscribe, email subscribefp@coachville.com or visit http://www.fullpractice.com
Copyright 2001 by Thomas J. Leonard
You may freely distribute this piece, with attribution/contact info.
Introduction
The purpose of this Top 10 List is to help you find out the exact nature of the value that your clients are receiving from your professional services - beyond the obvious that they would expect from you.
It is important that you know this information because you can then expand your marketing efforts to include these 'hot button' items.
I wrote up an example of this in Issue #1 of the Full Practice ezine (http://www.fullpractice.com/issue1/default.html) in case you would like to see how it works in the real world.
The Set Up
It's important to call your clients on the phone to ask these questions or to do so in person. Don't use email, don't fax, and don't send a letter or 'survey' (INSULTING!).
The reason that it's important to ask these questions live is that you may have to press or help the client to articulate their answers beyond the 'obvious first response.' Think of a faucet in an old building that hasn't been turned on for a while. What comes out for the first 30 seconds? Yep, rusty water.
It's true for this exercise as well, because this may be the FIRST time ever in your client's life that they've ever been asked these types of questions. Be patient, quiet, and encouraging. And, stick with them until the 'truth' comes out. It's there, like delivering a baby. And a relief to all when it comes popping out! (Okay, sorry for the analogy, but it does fit.)
Open the call with a statement/question like this one:
"Bob, I am hoping that you can spend 10 minutes with me because I need your help with something I'm working on."
"Sure, Mary, what can I do?"
"Bob, I'm trying to get a handle on the nature of the value that ALL of my clients are receiving from our working together, so I'm calling each client - like you - and asking them a couple of questions. Would you be willing to give this a shot?"
"Uh, sure, Mary, ask away."
"Thanks, Bob." (proceed to questions below)
The point is to get permission, give background/context/purpose, and inform the client that you are doing this with every client (full disclosure) so they know the scope of the project.
Select and adapt the questions which fit best for you.
Top 10 Questions To Ask
1. "What are the 3 important ways that you have benefited from our working together?" (accept what they say, and then press for clarity/simplicity/truth)
2. "Have you benefited in surprising ways, perhaps outside of what you hired me to do for you?" (press for truth/release)
3. "Is there an area of our work together that you would like to spend more time on?" (be patient as they create this; this tells you what they want more of and may help you expand your practice by serving others with similar needs)
4. "Five years from now, what will you say about the work we have done together to this point?" (be patient as they process this)
5. "You know me as a [insert your profession here]. What ELSE would you call me or the role I play in your life?" (have fun with them as they think of this; press for other examples until one rings true for both of you)
6. "What are the 3 positive (meaning complimentary) adjectives which describe me?" (this, so that you can discover how you or your personality are perceived, which you can craft into added features/benefits of your work.)
7. "What are the 3 ways that our working together is saving you money and/or making you more money." (be patient as they identify these)
8. "How is our working together improving the quality of your personal life?" ((be patient; they aren't expecting this one)
9. "As a result of our working together, what have you been freed up to do and accomplish work-wise or business-wise?" (be patient; they need to connect the dots between you, your work, them, and their business/work)
10. "Given my goal is to identify EVERYTHING that you receive/get from our working together, what else would you want to add to make this list complete?" (be patient; this is the BIG QUESTION)
--by Thomas J. Leonard, Editor, Full Practice Ezine (To subscribe, email subscribefp@coachville.com or visit http://www.fullpractice.com
Copyright 2001 by Thomas J. Leonard
You may freely distribute this piece, with attribution/contact info.