How To Position Yourself as a Problem Solver
If you are a coach, consultant, or any other service provider, you may truly believe you’re selling your expertise. If you often leave a sales meeting without making a sale, though, your marketing mix may need an overhaul – so that it positions you correctly: as a problem-solver. When it does, you’ll really start getting the sales!
Here’s the thing: People are not buying coaching. They’re not buying consulting. They’re not buying training … or any of the services you believe you’re selling.
You’re selling solutions. You’re selling results.
So what ARE they buying?
They’re buying a solution.
They have a problem they want to solve or a goal they want to accomplish.
They’ve looked at the situation and determined that the cost of acquiring this solution is worth it.
So when they come to you, they’re seeking that solution (not, as you may believe, services such as consulting, coaching, or training). Therefore, you (as an individual) are not as important as the solution you offer.
Your marketing mix, then, must present you as a solution, or as a problem-solver.
If it doesn’t, your prospective clients aren’t going to be knocking down your door. Instead, they’ll feel apathetic about your offerings.
So what can you do to ensure your marketing does, in fact, position you as a problem solver?
Be the problem solver – your action plan
Here is a 3-step Action Plan:
- 1. Brainstorm. Think about the conversations you’ve recently had with your clients or prospective clients. Have they mentioned the same issues or problems time and time again? What are they?
- Ask yourself what tools you have in your repertoire. Are you overlooking any tools, skills, or knowledge that may provide a solution to your prospective clients’ biggest problems?
- Think about packaging. How can you take what you have and package it, clearly, as a solution to your clients’ problems?
Now, I’d love to hear from you: Does your marketing present you as a problem solver? Any ideas what you could do differently? Leave a comment below.