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We all want to be remembered. We all want what we say to be remembered. And we all know how hard it is to remember anything nowadays! The world moves so fast with so many things competing for our attention, it is really difficult for any information to ‘stick’. This is something we have to take into account when talking to clients or potential clients. We have to make a special effort to make our information stick in their minds. They might talk to several of your competitors while ‘shopping around’ and you want to be sure that you are the one that they remember. One way of doing this is for you to create a ‘benchmark’ for the client. A ‘benchmark’ is a standard by which all competitors are judged. If you can be the one that sets this ‘benchmark’ for a client then you will assume a unique position of trust in that client’s mind. You have helped them by giving them some definitive method of evaluating offers and, if they are ‘shopping around’, you have given them a reason to come back to you. What do you use as
a ‘benchmark’? The ideal ‘benchmark’ is some feature or service
essential to a successful outcome – if possible one often omitted by
your cheaper competitors. Be careful of features unique to your product
– clients often see this as just a sales ploy and react negatively.
Make sure the ‘benchmark’ you promote is backed by some statistical
data and/or a story relevant to your client’s circumstances. You can
introduce it to deflect price/fee comparisons, for example "So you
already have some quotes? Do they include an x? You know, x
is really important because…" Of course, they don’t know
(because they didn’t know to ask). Or "I guess you will be
ringing around getting some more quotations.
When you do make sure they include an x. It is really important
because…" This way you establish your price as unique, you
establish yourself as an expert in the mind of the client, and, most of
all…you are remembered.
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