How to Grow Your Business: Step #1
Begin with a Menu of Products or Services
If you have a business where you sell products then this is probably not that hard, unless of course you have hundreds of products (more about that in a minute.) However, if you provide a service, (think health coaching or business consulting or writing coach, etc.), then this can become a bit tricky. Why?
- Because most service providers have their own special language and we tend to think everyone outside of the business understands it (they don’t).
- Because in coaching , consulting or training, we adapt the program or service to the individual needs which means you are either very vague about what you do or you list so many of the possibilities that the potential client gets tired just trying to figure it out.
Do you have clarity in your business product or service?
Does it really matter?
Why take the time and energy to develop it?
As an entrepreneur, it’s essential that we get clear on what we are all about, because if we’re not clear, we’ll just confuse potential clients. Chaos creates confusion, but clarity creates cash.
In the beginning, many of the business owners that I coach are reluctant to narrow down their list of prospects. The focus is on getting more clients and it seems to make sense that the wider the net, the more fish you will catch. It takes some trial and error to see the value in a smaller net but eventually it becomes obvious that this is the way to success. What does clarity mean in you business?
- Clarity means that you know who your clients are and you can go where they are. Instead of trying to sell to anyone and everyone, you can specifically market to your clients. Although this may be a smaller market, you will know not only where to find them but you will be more successful when you engage them.
- Clarity means you know how to speak the language of your clients. When you talk to potential clients, you will talk about the topics that matter to them. When you are clear on your ideal customer, you know their stressors or pain points and you can talk in a common language that creates confidence in your abilities.
- Clarity means you can tailor your product to meet your clients’ needs. When you talk to a business about your product or service, you can address their specific needs. You can identify how your service can help and cast a vision for the anticipated improvement that they can expect. This is also why if you have a business with lots of products, you narrow down the product or products you want to focus on rather than try to present or promote them all at once. A confused overwhelmed customer does not buy.
When you create products that are specific and clear, clients not only know what they are paying for, they also know what they gain or the benefit of the product:
- Bimonthly coaching sessions to develop leadership skills for recruiting and motivating your team.
- Weekly coaching sessions focusing on healthy food options and supplements to gain energy while losing weight.
- A one day workshop on understanding personality style and how to use it to benefit your relationships with customers.
What is the benefit to YOU, the business owner of a clear menu of products?
- Increased confidence in what you offer. When someone asks what you sell, you aren’t at a loss for words.
- Increased clarity for the client as to whether or not you are a good fit. Sometimes you even help clients get clear on what they want!
- Increased ease of referrals. Outsiders understand what you can provide and consequently know when to refer.
Once you define exactly what you’re offering at what price, you’ll be much more convincing and effective in talking to potential clients. People always want to know what they are buying and the benefits you deliver. Be specific and clear.
If you visited a restaurant and the menu listed “healthy options” but didn’t identify exactly what that meant or what it cost, would you place an order?
If you met someone who offered health coaching but didn’t identify what type or the cost, would you sign up?
Dream Achiever Coaching is well worth the time and money. Lynne is a wonderful coach! She offers priceless advice, encouragement, and support. She has personally helped reel me in to focus my time and energy appropriately and has also helped me achieve my dream of having an enjoyable, fulfilling, and successful business. Amy Molley, www.sensiblesensoryspaces.com/
