What are your ideal clients really buying?
I can’t stress this enough: nobody wants what you sell. They just want what they think your solution or service will help them gain, avoid, achieve, dodge, or acquire.
So the question is > what are your ideal clients really buying?
A lot of times it’s not the core thing that you provide.
📝 No one buys insurance because they want a piece of paper.
🗣 No one hires a consultant because they want someone telling them what to do.
👷 No one hires a remodeler because they want boards, drywall and paint.
📂 No one buys tax preparation, because they want a folder full of filled out forms.
For example, we work with a firm that provides consulting to institutions of higher education. The institutions that buy these services need support and knowledge that enables them to meet their goals. The senior academic administrators, who purchase these services, really need resources and expertise to meet federal, state, and accreditation deadlines. This firm really sells accreditation compliance disguised as consulting.
So what does your market really buy?
