A common question I am often asked from practitioners in our business seminars is “how to better communicate the value of their service to their clients?
In order to answer this question, it is first wise to look at the problem. The problem is that many practitioners whom I have spoken with focus a great deal of the kind/type/quality of care or service they provide for their clients. And although this is important, it is only half of the equation. This is called qualitative advantage. This gets people curious but is often not compelling enough for them to transact with you.
What makes people engage with you (or your services) and become emotionally attached to your service in order to make a buying decision is dependent on your ability to express ‘quantifying’ advantage. This is showing your clients the kind/type/quality of your service BUT also showing them how it is ‘TIED’ to an advantage that will ‘improve’ their circumstance or life. When you can tie a feature to a benefit and then the benefit to an advantage, the brain can better resonate with the product or service and the person starts to see the perceived value. In this scenario, the ‘perceived’ or ‘real’ value becomes more powerful and often overrides price concerns.
In other words when communicating with your clients about your services, show them:
1. The GAIN (WHAT), and
2. The MAGNITUDE (HOW MUCH BY)
…Will your product or service help them.
And here’s the real secret to mastering your sales ability to help more people receive the benefits and healing gifts of your services. Become an expert in showing your clients – “How will your service LOWER the PERCEIVED EFFORT” needed for them to change. This is critical as human’s generally don’t like change. If you are a practitioner, you would know how often people in pain (physical or emotional) or people with chronic illness resist change that your treatment offers and they often tend to give up early. Even if the change is for the better and to their core advantage.
Remember, stress is the inability to adapt to a changing environment. The more you can help your clients reduce their perception in what it takes to create the change needed, the more willing they become to support you, your service and ultimately their own objective.
Dr. Sohial Farzam (Doctor of TCM)