Yes! I know, what?! How do I tell them then? Well, the answer is you don’t! Your prospects have come to you, or sought you out, because they have a problem and their problem, they need fixing.
E.g. I need more sales (Which is what you may want)
I need to hire staff!
I need to be more productive!
I need to be healthier!
I need to get fit!
I need to go on holiday!
I am hungry…
Let’s look at that one to explain. When you go to a fast-food restaurant to eat does the chief pop out and invite you into the kitchen to examine how he/she will find, prepare and cook your meal? No, you came into the shop because you have a need, hunger, which you want fixed. Get the food into my belly! You choose the fast-food outlet because it can solve your need quickly! The point is that you don’t need to know where the ingredients came from, how they were used during the cooking nor how they manage to get the food-food to you. You just want the food!
You see, too many of us when presenting to prospects, we focus on explaining the what and how we can do stuff instead of; This is what your life will look like after I am done, because that is what you want!!! Think about it, do you care how the accountant is going to crunch your numbers? Do you care how the lawyer is going to draft up your contracts, do you care how the electrician is going to wire your house? No! What you do want to know is:
1. They’re confident in their ability to do a great job. They do this by telling great success stories.
2. And, what it will look like when you have finished whatever you do! i.e. when you leave.
When someone tapped me on the shoulder many years ago and explained this concept to me, it overnight changed the way I spoke to prospects and also my network as a whole. It brought me immediate results too!