I used to think that being good on what you do like coaching, consulting, or other services should be enough for me to get more clients than I can handle. That’s seems to be common sense. People would like to hire someone who is good if not the best in what they do. We all do hire someone with that criterion, right?
If your car needs repair, you ask your friends if they know a “good mechanic”.
If you need a family portrait, you ask your friends for “good photographer”.
If you’re looking for a new house, you ask for “good realtor”.
It’s just the way it is.
So when you decided to quit your job and launch your business, your subconscious mind still carries that mentality.
You tell to yourself, “I’m the best in what I do so getting clients shouldn’t be a problem”
Several months after, you still haven’t got your first paying client.
What seems to be the problem?
“Lack of marketing skills”
Your primary job as a coach or consultant is NOT coaching or consulting but marketing your coaching and consulting business.
Marketing is a huge topic to discuss but allow me to share to you a true story.
I was doing some consulting with an local realtor here in Calgary. He’s been in the business for 6 years now but can’t seem to breakthrough in terms of sales and profits.
After talking for about 25 minutes about his business, goals and plans, I asked him this simple question:
“There are 5 realtors in your target area, why should I hire you?”
He paused for few seconds and trying to come up with an answer. Baffling, he answered “Well, I’m good at what I do. I provide quality service. I work hard to give me clients the best service they deserve.”
At first there seems to be no problem on what he just said. But then I asked him again “If I tell you that your competitor says the same thing and I’ll ask you again, why I should hire you. What’s your response?”
I can see the tense and uneasiness in his body language. He never really answered me convincingly simply because he doesn’t know the answer.
You’ll be surprise to learned that 95% of the time that I ask my clients the question “Why Should I Hire You?”, they baffled.
What I’m leading up to is this; you have to separate yourself from the crowd. You have to have a unique selling proposition. Something unique and compelling in the eyes of your market.
It can be “money back guarantee”, “unlimited telephone support”, “free maintenance for 3 months”, or anything that your competitors do not offer. The more compelling your unique selling proposition, the better.
In marketing your business online, it’s the same thing. Your web site and blog should separate you from the rest. People should see that USP quickly because your competitors are just one click away.
One search from Google will return me hundreds if not thousands of competing businesses.
People have more options than ever. They have more power and voice to tell the world how good or bad you are.
If you’re from my local city and you ask me why you should hire me, because “I’m the ONLY Internet marketing coach specifically serving coaches, consultants, and other service professionals. Teaching them on how to attract more local clients from the Internet.”
Now, it’s your turn…”Why Should I Hire You?”
About Jon Orana
