Why do your clients do business with you? Is it because they like spending the money? Or is it they feel sorry for you? Or, maybe they’re Socialists and they’re doing it for ideological reasons.
No. It’s none of these. It’s because…
… they have a need and they see you as the guy or gal to meet that need.
So. Calling up or writing to your clients telling them what you do is a waste of time — yours AND theirs.
Because they don’t care what you can do, especially in this economy. They want to know what you can do for THEM. So cracking on about how great you are and talking about yourself makes an effective premium pricing strategy next to impossible.
Here’s a thing: if you’ve got a wary eye on your finances; if you’re a little edgy when it comes to thinking about money; if you’re a smidgeon nervous when it comes to looking at your order books… what makes you think your clients and prospects are any different?
Unless you’re selling to an Evil Bald Genius Genius like me, of course, in which case you’ll know I don’t care about that kind of stuff.
And don’t think it’s any different selling to consumers: they’re worried, too. They’ve got their own umbilical cords they want to plug in and feel safe, just like the business guys and gals have.
But, anyway… if you were selling to people like me… you’d be laughing.
And if you’re not, why not?
I can think of only two reasons:
- You’re not targeting them.
- You’re trying to sell them “stuff” instead of showing them how you can make their lives better.
Chances are, you’re making both of these mistakes. Most people do.
Get it through your thick head:
They’re not interested in you!
And they’re not interested in your products.
They’re interested in what your products will DO for them, the “product of the product”, if you like.
I remember speaking at some Copywriting Summit on some while ago, and one of the points I made which resonated with a lot of people, if my inbox is any indication, is how important building a relationship with your prospects is: and you don’t do that by just trying to get them to buy stuff every time they hear from you.
Your prospects and clients have problems, concerns, challenges and PAIN.
They don’t want “copy” or “carpets” or “telephone systems” or “video recordings” or “printing” or whatever it is you deal with or sell in your business.
No…
They want someone to take care of them
And that’s why calling them up or writing to them and saying something like “I’ve been thinking about your business, and I think I’ve seen 7 ways I can help you with those challenges we were talking about the other day” is infinitely better than “I’m a widget seller… and I’ve been in business for 20 years. Wanna buy some widgets? You won’t get them cheaper anywhere else!“.
If you doubt the wisdom of this approach, think of it in terms of the difference between being seduced by a gorgeous member of your preferred sex and being propositioned by a crack whore.
Which one would you prefer?
And which one would you prefer to be perceived as?
Clue: An effective premium pricing strategy is not typically the realm of the crack whore.
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