Let’s start with the homework today: write down five things you know to be true about your business. Make them simple sentences, describing 5 facts that you know thanks to your expertise.
A realtor might write down that unexpected repairs are the biggest regret of over 33% of home buyers. A plumber might say that a dripping faucet could waste over a gallon of water in a week. A copywriter might comment on how research is the bulk of the work of a writer.
Now think back.
When you talk about these facts with your clients, how often do you start a sentence with “I think.”
“I think buyers might be upset if they discover unexpected maintenance needs.”
“I think you could be wasting up to a gallon of water from your leaky faucet”.
“I think the research will take me longer than the writing.”
Think less know more
Your clients want your expertise.
They are putting themselves in your hands. They are trusting you with their money and their time, as well as their business or home or life.
They want the assurance of what you know.
I raise this often with my clients, and the most common response I hear is “I don’t want to sound pushy.”
But once you are in the room, so to speak – once you have been hired – you are not being pushy by using your expertise: you are doing your job.
Use your expertise in context
It is easy to do without sounding pushy: follow the forever-Rebecca-rule of making it all about the client.
Tell your clients the things you know, but make it about their needs: tell them a story about themselves.
Use their language and expressions. Listen first to learn how they speak. Describe their happy ending and explain how you make that happen.
Tell your clients everything you know and do for them, but do it using their language and explaining their results.
How do you use your client’s language?
Contact me for training, we will write the Value Proposition your clients want to hear.