You know that miserable feeling when you go shopping, and you find the perfect, confidence-triggering dress which is just a tad too long or a bit too loose under the arms – just enough that you can’t wear it as is? So you either buy it and hope your second cousin twice removed can fix it for you, or you keep on searching. Clothing brands like Zara and Nordstrom addressed this problem with their in-store tailors who could make a few changes to your dress or pants before you take it out of the store. That way, you have the perfect outfit, fitting perfectly.
We can learn from these clothing stores and tailor our services around what our niche clients need. It doesn’t mean you have to start from scratch, or that you need to adjust your services for each client. Instead, you can take your existing services and tweak and repackage it to address the problems that your niche typically has.
Last week we talked about finding out what your ideal clients want and need. In this blog, we’re going to look at how you can develop your services or structure your packages around those needs.
Here’s a quick recap of what this 4-part blog series is all about: After you’ve chosen a niche, you should focus on 1) finding out what your ideal clients want and need; 2) develop your services, or package existing services, around the problems they need solving (this blog’s topic); 3) tailor your website towards your niche so that it’s clear whom you work with and what you do for them; and 4) develop marketing material around their problems which should lead towards the solution you’ll give them through your services.
Let’s jump into today’s topic.
Develop Services/Packages to Fit the Needs of Your Ideal Clients
Once you have a bunch of answers from your ideal clients, you can start to analyse their responses. You’ll find that sometimes, what they mentioned in the survey or the interview is not something you can help them with – you should always check back with what your skills and strengths are. If they, for instance, mentioned that they need to plan for their retirement, but you’re not equipped to give someone advice on retirement savings, then don’t try to include that in your offerings.
You also don’t need to address everything they mentioned in their answers. Instead, look at where there are overlaps with what you can and want to offer. What are the problems they have that you can and want to solve? Then you develop your services around that.
Let’s say your ideal clients are still newbie business owners, and their main goal is to double their revenue in the next year. The problems they’re experiencing are that they’re feeling overwhelmed with everything they need to do and they’re struggling to make sense of their finances. They’ve realised that just looking at their bank balance isn’t very wise – in fact, they’ve recently bought loads of new stock only to realise a few days later that they didn’t have enough money to pay their wage bill. They don’t know what to look at in their books (that’s when it’s actually up-to-date) or how to interpret those numbers to avoid this mistake from happening again.
To reach their goal of doubling their annual revenue, they need all hands on deck – or more specifically, YOUR hands. But only if you could provide a service to them that would actually help them to reach that goal and solve some (or all) of those struggles they have.
For instance, if they’re doing their own bookkeeping, then clearly they should let go of this rather sooner than later. Their focus should be on sales and marketing, and maybe on product development if that still needs work. They can’t spend time on keeping their books up-to-date or trying to interpret their numbers, because that would take valuable time away from what’s really important.
So, think about how you can become a strategic partner for them.
Let’s say you’ve identified the following services that could help them to double their annual revenue:
- Monthly bookkeeping & payroll
- Drawing up and managing budgets, cash flow forecasts, etc
- Monthly management statements with interpretation and advice
Now before you run off and put a package together around these services, hang on a bit. What I’m going to explain to you now will make the difference between putting a no-brainer offer in front of them, or having to work hard to convince them that they need your services and/or haggling on price.
People Don’t Buy Services; They Buy Solutions
Someone who wants to travel to San Francisco for a holiday doesn’t buy an air ticket; they buy the destination – the promise of having an amazing holiday. No-one wants to fly just for the in-flight meals and uncomfortable seats, right? Instead, they buy the thing that can get them to the destination, not the thing itself.
So, back to our example, you can’t just sell them your services as set out above. Instead, you should sell them on the destination. You should frame your offer in a way that they can grasp how those services are going to get them to their end goal (but only if it’s really true, right! It’s not about making empty promises).
If you try to sell your services as is, you expect them to make the connection between your services and their end goal. They don’t understand what you do the way that you do, so they need you to connect the dots for them.
So let’s reframe the services above in a way that focuses on the end destination. Where would they be once you’ve helped them? What would they gain if they were to work with you? How would each service help to get them nearer to that end goal?
- Strategic planning to set out actionable steps and frameworks to reach your business goals (which can include things like business plans, budgets, cash flow forecasts, etc.)
- By implementing time-saving processes, automated bill capturing, and integration with measuring tools you will save both time and money (which may include bookkeeping)
- Monthly reporting to assess your financial performance so you can see whether you’re still on track with your targets or not
- Monthly check-ins to explain your financial performance and discuss improvements and changes you could make to reach your goals
Can you see the difference? Which option do you think will be more enticing – just listing your services, or listing them as solutions?
Watch out for next week’s blog where we’ll discuss how you can make it clear online (website, social media, etc.) whom you work with and which problems you help them solve.
COURSE: Tailor-Made Niche
Your step-by-step guide to honing in on your niche – without a sweat
In this course, you’ll…
- Uncover your strengths and what makes you different from your competitors
- Learn how to choose the right niche that is aligned with your strengths and values
- Dig deeper into understanding the challenges and goals of your target clients so that you can serve them better
Ready to attract the right clients?