What do your clients really want? That certainly is the million-dollar question for anyone in the “expertise” business.
The problem is that there are a lot of “experts” out there today. Think about how many invites you receive to conferences, teleseminars, webinars, Twitter conferences and every other imaginable type of live and virtual event. Your clients are just as bombarded. And, we’ve all had the experience of participating in a program that just didn’t deliver on what was promised in the marketing materials.
Your clients probably don’t want to attend another program that gives them information without enabling them to take action. They surely don’t want to waste their time in a “free” teleseminar that turns out to be nothing more than a marketing pitch. I’ve noticed something lately, especially with clients that have been online for awhile. They’re getting frustrated and fatigued with all the blueprints, boot camps, formulas and information products that are out there. Today more than ever, your clients demand something more from you.
What do your clients really want? I believe that clients seek out experts like you for one or more of the following five reasons:
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Your clients want answers. Your clients are looking for you to provide new information and fresh perspectives to help them address their burning questions. They know what their problems are, but can’t quite come up with the solutions on their own. That’s where your knowledge, expertise and guidance come into play.
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Your clients want to be led. Of course, you can’t give your clients the answers…they need to discover them for themselves. Your role is to guide your clients through the process of uncovering their own answers and solutions. And, when your clients hit a rough patch in applying what they’ve learned, they should be able to count on you to lead them through it.
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Your clients want to be inspired to change. Many of your clients are probably trying to make some sort of major transformation in their lives. Change can be frustrating, even overwhelming. As a coach, consultant, trainer or advisor, you can provide the inspiration that helps your clients transform their beliefs, their business…even their lives.
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Your clients want to be forced to implement. I often think that coaches and advisors wouldn’t be needed if it were as easy to implement as it is to come up with great ideas. But, we all know that’s not the case. Your clients sign up for your program because they feel you can help them implement positive change faster and more efficiently than they can do it alone. Perhaps most importantly, they are counting on you (and perhaps the group dynamic of your program) to hold them accountable to achieving their goals.
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Your clients want to create something. This one goes hand-in-hand with the desire to implement and transform. After participating in your program, your clients want to be able to create something. Your role in the process is to provide a nurturing environment that enables participates to translate their passions into actions, their ideas into a roadmap for success.
When you focus your offers on giving clients what it is they truly want and need, you will create loyal fans and amazing results. So as you plan your 2010 offerings (products, services and programs) make sure to focus on addressing the five primary needs of your clients.
Where will you lead them? What answers can you provide access to? How can you create an inspiring, transformative experience? What will you guide them to create?
The solution that has worked for me and many of my clients is the development of what I call “signature programs” — unique, focused, learning experiences that help clients achieve their high-value goals. Signature programs can be delivered live or virtually, in groups or one on one, and via a combination of methods. The most important thing is that you take your unique expertise and skills and develop an experience that addresses the five primary client needs.
What are you waiting for? Are you ready to develop and deliver a signature program that will give your clients exactly what they need?
(for more on creating unique, high value programs I encourage you to listen to my audio program “The Signature Program Payoff” at www.shawndriscoll.com/signaturepayoff.html).
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Really appreciated this article, Shawn! And I agree, I am certainly ready to simplify and I do get overwhelmed by all the offerings out there. It will be fun to re-package and present differently in 2010!
Happy holidays to you-I hope things on the personal side are a little more stable for you right now.
Ann
That’s a timely article, Shawn – I do think people are over-saturated with the never-ending offers, all churned out before you’ve had a chance to digest their previous offering. And it’s good to see a reminder that it’s all about our clients: In the very public race for status or big bucks, I sometimes feel the client gets trampled underfoot and is regarded as nothing more than a tool.
In my business (copywriting) manuals and teachers have a tendency to focus only on spitting out the product and getting the biggest fee. There’s too little said about a copywriter’s primary purpose, which is helping the client grow his or her business. To do that, you have to care and treat it as if it’s your own business you’re writing for.
I just updated my testimonials this morning with a new one from an old, regular client that ends: “When you hire Marya, you will get someone who cares for you and your business.”
It’s nice to know I’m doing my job.