Josh Fuhr the CEO of Auditrax was recently asked what the number one marketing strategy is when you sell a consulting service to a small audience.
According to him excellent marketing starts and ends with your customer. To be direct and concise, in order to have a marketing strategy which is effective. Whether your audience is big or small the first thing you must concentrate upon are the needs of your client. Whether you are selling a consulting service or the vendor if any product or service for that matter, you will only succeed in marketing if you put your clients first.
To know how to sell to your clients you need to know them beyond the surface. You need to understand them fully while keeping in mind two dimensions, which are their needs and their wants.
Getting to know their needs is simple, you can get that information through your consulting services. You can find out what they do and how they can be more productive and how you can help them be so.
Look at the service you provide from the point of the challenges they face, not from your own point of view. You will then be able to engage them more sincerely, because they understand that you are on their side in order to satisfy their needs, not your own. They will thus know that you understand their line of work, and can help them to do it in a better manner.
Do not try to “sell” them. Instead, try to understand them and then aid them.
Understanding their needs is however not enough, because your competition is doing the same, you need to go above and beyond the point of addressing their needs and understanding what they want from you. Understanding this will set you apart from the competition.
By doing this, you will reach a much more open level of expression with them beyond what your competition is doing for them. Satisfying their wants will aid you in building an emotional connection that far exceeds the role of their jobs and goes much deeper and translated into a more meaningful relationship with them.
What are your clients really trying to achieve? Is it fame? Thought leadership in their trade? A raise in order to buy a beach house in the Caribbean?
Try to understand what motivates them in their lives and then help them in trying to achieve that. This way you will sell more services to them than any other consultant and any other competition you may have no matter how strong it is. You will build a profound relationship that will go beyond the ups and downs of the business world. This customer satisfaction is going to be your best marketing strategy. You will in fact not have to sell at all, customer satisfaction and loyalty will achieve all your marketing goals for you.
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