You and I constantly give off clues as to how good, how effective and how
reliable our services are. The clues are in how we behave, what we say, how we
say it and what we look like – what we let the client see. Agree?
Study of this reveals that as our services are intangible, and can
only be truly assessed after they have been purchased, installed and used for a
while, our potential customers and clients want some assurance that what they
are contemplating purchasing will deliver on the promise.
Here is an opportunity to think about your signals, in the language domain. Please print this page and complete it. I trust you and your colleagues find it useful.
My answers are at www.consultanttraining.com.au/articles_18.htm but do it yourself before you see what I have done.
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What not to say / write:
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What the client may feel: |
Better to say something like this: |
Comment from Ian |
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1. ‘I am writing to you about our new services
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This is all about you – sounds like you are wanting to sell me something … |
‘How is everything with you at X corporation? I came across something the other day that was right in line with your Y project and thought I would get in touch…‘ |
If it is a ‘cold call’, then: Do a lot of research to find a highly probable prospect and then list the WIIFM for them right at the top of the letter – in the first para.
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2. ‘Let me tell you about what we do ….’
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Ditto |
‘Can you tell me what you are focusing on at the moment’ |
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3. ‘What problems do you have at the moment?’
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4. ‘Our system is the best in its class!
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5. ‘Our fees are not the top of the range but they do represent excellent value’
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(c) Ian Benjamin 2007 www.consultanttraining.com.au
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What not to say / write:
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What the client may feel: |
Better to say something like this: |
Comment from Ian |
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6. ‘We are honest with our clients…’
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7. ‘I have a cheat-sheet here that I’d just like to look at to see if I’ve asked all the questions I need …
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8. ‘Just give us the task and we’ll do it …’
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9. ‘We have a go at everything here at x consulting’
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10. ‘Just pay us the money and we’ll do anything … (laughing)
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11. ‘What you should really consider doing here is …’ |
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12. ‘Yes but …’ |
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Go to the answers www.consultanttraining.com.au/articles_18.htm
Go back to the articles page www.consultanttraining.com.au/articles.htm