Years ago, Francis Bacon said, “A prudent question is one-half of wisdom.” Think for a second. How valuable to your business would it be to know the most important question your client has? I’ll share it with you and then we’ll work on crafting the answer.
What’s In It For Me?
The more you focus on this one question your client has, the more successful you will be. This one question puts the best interest of your client at the core.
Do you have a clear answer to this question for your clients? Hint: Clients want to see the beginning and the end. So make it happen. I’ve learned that by constantly asking the right questions, then shutting up and listening, your clients reveal exactly what they want. Questions show interest. I have found that when clients sense your sincere interest, they become more interested in working with you. So let them tell their stories. This further establishes the human connection necessary for any long-term relationship. This is the launching pad for traveling with them on their journey going forward to write the rest of their story.
I will offer a few thoughts on how to craft the answer to this question.
Clients Crave Solutions
In crafting your answer to the most important question, ask yourself the following:
- What are the main advantages of the service you offer to your client? Write these down.
- What does your client want most from working with you? What are the implications of that?
- How are you going to improve your client’s life?
- How are you going to make their life easier?
- Is the solution you offer a better, faster, or more predictable way for them to reach their goals?
- Will the solution your firm provides be enough to compel your client to take action and implement?
- What makes you different than anyone else they could choose to work with?
- What does your client stand to gain by working with you?
- Does your message clearly signal to your client that you think they matter?
Once you’ve completed answering this series of questions, you will have the basis for the desired result your client wants.
You Have An Obligation To Show How Much You Care
Socrates said, “Sometimes you put walls up not to keep people out, but to see who cares enough to break them down.” We’ve all had the client who challenged us to prove to them that we have their best interest in mind. Your goal must be to give your clients more care than they can possibly imagine.Your goal is to guide your client to a place in the future where they are better off than they are today. This satisfies a bias for optimism that is deeply embedded in us. Answer the WIIFM question and you will be well on your way to creating clients for life.