Marketing coach: Don’t talk techniques and technology
Professional speakers, coaches, consultants, and independent professionals should not present themselves as technicians, number- crunchers, or talk about their “techniques, approaches, and methods.”
Newsflash – Your customers and prospects don’t care.
Instead, present yourself as a problem-solver.
For years now, large accounting firms have taken the lead in portraying themselves as "business partners." They know the danger of being viewed as "number crunchers" or “geeks” or... heaven forbid, “consultants.”
Why have they changed their tune?
Simple. Experience shows that today's customers want both solid results PLUS personalized help, guidance and direction. And as a small business owner, YOU are ideally suited for this role!
For many customers, your business can become a one-stop shop, giving customers the benefits of a product expert, service partner, information advisor, strategy planner, and personal guide all rolled into one.
There is another factor here that should not be ignored: It is never in your best interest to be viewed as a commodity. Today, your small business must offer the value of a consultant in order to secure lasting and price-irrelevant relationships.
You must be able to subtly and regularly communicate to every customer: “These are the measurable ways I am enhancing your results.” Do that, and they won’t leave you for a slightly cheaper alternative down the street. And do it consistently, and you’ll develop customers for life.