Are you confused and wondering why people aren’t buying more from you?
After all, you have a great product or service that everyone needs or wants! But for some reason they are not coming to your website to buy from you or to contact you for a call or meeting.
When you follow-up with people do you get pleasantries and are asked to email or call them and when you do all you get is silence on a routine basis?
The cause may be revealing and the solution easier than you may think.
I don’t know about you, but whenever I meet someone for the first time at a networking event, in the line at the store or even on the airplane I’m often asked; “What do you do?”
What Do You Do?
There was a time when I knew that question was coming and I cringed. I wasn’t really sure how to answer it and deep down I knew it, much like you probably do as well?
Unfortunately, many of us will either stumble our way through the question or we will fall back on old faithful and just tell them what we sell.
Unfortunately, not only do we make this mistake in person we also do the same thing online when they get to our websites. Your website readers are likely wondering that very same question and all you’re doing is telling them who you are and what you sell.
You know the old saying that people don’t like to be sold but they love to buy. The problem with your message when you tell them what you do or what you sell is that it’s:
- Not interesting
Are People Checking Out?
Have you ever noticed how quickly you check out when someone starts telling you what they do? You are already finding a way out of the conversation as fast as you can. You don’t for one minute value what the person has to say when you have no idea how they are going to make your life better or solve your problem, assuming you even have one.
The same thing happens online that happens offline, except before they even read the first paragraph of your landing page or blog they are done and gone. It’s not like they have to sit around and be pleasant. They have gone back to wherever they came from.
What do you have to show for it:
- High bounce rates – meaning they leave your website fast
- Almost all visitors are first time visitors who never come back
- Few if any read your articles or landing pages
- No one calls you or fills out the form
- No sales if you offer something they can buy online
If you can’t see yourself through your prospects eyes then you can’t identify with them. If you can’t talk their language and demonstrate you’re competent and able to meet their needs then you’re not ever going to get many sales.
It’s really that simple.
I learned a really simple formula a few years ago that works:
What Does it Mean to Be Clear and How Do I Gain Clarity?
Clarity is the foundation of everything that makes marketing and sales successful. Clarity by definition means you are so clear about what business you are “really” in that you can communicate it concisely, passionately and anyone can understand immediately why they might need you!
I have been working with a start-up company for a few weeks now and when I asked my client “what business are you “really” in?” he couldn’t answer the question.
“Don, I’m not even going to embarrass myself and try,” he said.
Well, that’s why we are working on this. It’s okay that he doesn’t know because he’s in the process of learning and now we both know to go from there.
The reality was he could tell me what he does but he couldn’t tell me what the tangible value of his services is to his audience.
A tangible value for a product is how does what someone sees, touches, smells, tastes or hears when combined with an experience make the prospect feel?
A tangible value for a service is how does the experience leave them feeling about you because you solved a problem or met a need?
What Does a “Tangible” Value Look Like?
My client is creating a business that works with youth sport leagues. Here are the tangible values as an example that we created together:
- Healthy kids make healthy adults that are empowered to live active, productive lives
- Developing young people to become responsible citizens as adults and contribute positively in society
- Provide opportunities so that every kid can play the sport of their choice and become more physically active and emotionally healthy
- Training responsible volunteers that make a difference in kids lives
- Create funding opportunities for your sports leagues so that no kid is ever denied an opportunity to play a sport
This kind of clarity is powerful! It enables the business owner to move from talking about themselves to identifying with and talking about the prospect and customer.
Now that the tangible values have been created, we can more forward and define the “real” problems we solve.
What Problems Do You “Specifically” Solve?
We are taking it one step further on the road to gaining true clarity.
For each tangible value, we can now understand the real problems we solve. I require each client to put themselves in their prospects shoes and learn to think like them and write each problem in first person. There could be tens or hundreds of them.
What problems could you imagine are created just from the first tangible value above?
Tangible Value: Healthy kids make healthy adults that are empowered to live active, productive lives.
Problem: My son does nothing but play video games all day and recently developed a blood clot that resulted in thousands of dollars in medical bills and his life impacted forever due to inactivity.
Problem: My fourteen year-old daughter is 20% overweight and has developed diabetes that may affect her the quality of life forever if she doesn’t get active.
When we define the problem we are not looking for a solution.
Again, there may be dozens or even hundreds of problems you solve through the tangible value you provide your customers?
It’s your job to know what the problems are and then isolate them to common ideas or principles.
Once you have done this, you now can focus on who you solve the problem for. That’s called target marketing.
When we create target markets we are very, very specific about each problem and who they are for. Notice I even used one that was a 14 year-old girl above.
Clarity is Found in the Details
The more detailed you get about your business from the customers point of view, the more clarity you gain.
The neat part is once you get clear on your tangible values, the problems you solve and who you solve them for you start finding trends that you can simplify.
Imagine me asking my client in the future; “what do you do?”
He might be able to answer and say:
“I change the future of kid’s lives by helping youth sports leagues recruit more kids to get active, healthy and fit while also helping the leagues learn how they can better help kids and earn funding opportunities to ensure no child misses an opportunity to play the sport of their choice.”
This new organization wants to attract sponsors who fund the expo. What motive would have a sponsor have to give their money up?
Yep, make more money, right?
Because I’m clear about my business I can at any moment share with a potential sponsor who fits my target audience how we can help expose them to more people who will buy their product or service.
We just have to attach the problem we solve with the problem the sponsor solves so that they can see how they are a good fit.
The Sale is Not Hard.
When you are clear about your business, sales is not hard. All sales really is at the end of the day is matching up problems you solve with the need of your prospect and then give them the opportunity to buy.
In my opinion, the number one reason people fail in sales either online or in-person is because they continue marketing instead of allowing someone to pull out their checkbook or credit card. That means the person doing the sales is trying to convince their prospect still and the reality is they are probably already convinced if they contacted you on your website or they want to have a call or meeting with you.
If you have done a great job of knowing the tangible value you provide and the problems you solve then sales ought to come very natural and be much easier.
You won’t have to compete anymore on price because you’re doing something the overwhelming majority of your competition is not . . . that’s taking the time to be on the same page with your customer.
People will identify with you and you’ve given them a reason to buy from you as you demonstrate your competent, knowledgeable and you understand each prospect uniquely.
If you’re confused about what business you’re “really” in then your prospects will be as well. Getting really clear on who you are from the world’s point of view will radically change forever the way you communicate and the way your communication is received.
You will discover that getting both your marketing and sales is far easier and a lot more fun as you make more money and offer people something they need or want.
Do you have a question, thought or comment? Please share it in the comments section. I would love to interact with you and converse.