Have you ever found yourself listening to one of those infomercials and being truly captivated by the message even though in your head you might have thought, “This is so hokey. They’re really embellishing how difficult it is to clean with a regular mop?” Just as that thought pops into your head, they make several practical points and you find yourself pulling out your credit card to buy it. Afterward, you’re really excited and can’t wait to receive your new product. Why did that happen? They focused on the struggles that you identified with and, more importantly, showed you how their product or systematic approach was the solution to your problems.
Many business owners try to sell their services when they should be focusing on the solution or results the customer will receive by working with them. After all, we all like solutions that make life easier, right? Instead of trying to sell your services, focus on your signature system that helps your target market achieve their results.
What is a signature system? A signature system is a step-by-step model that makes your process easily understood. You will become known for your system, helping draw in your target market. When you speak, demonstrate, or write about your signature system:
- Your prospects can more readily understand what you do, making it easier for them to work with you;
- You develop trust because you provide a well thought-out solution to their problems;
- You create a higher perceived value with your system because you can provide a shortcut for them; and
- You increase your brand awareness.
You create massive momentum because you construct a foundation of content that you can then develop into multiple income streams and signature speaking topics. You become known in your target market circles and clients are drawn to you like crazy because your system just made their life a lot easier.
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Please do so, but add the following attribution:
Lisa Mininni is a Best Selling Author and President of Excellerate Associates – home of The Entrepreneurial Edge SystemTM a national program showing small business owners how their clients find them, choose them, and buy from them.
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