Too often professional service providers neglect to clearly define to their prospects (or referral partners) what services they deliver. Have you ever spoken to an existing client about what you do, and they have said; “Oh, I didn’t realize you did that!”. If you have then that is an indicator that you may be missing out on opportunities to sell other services to your prospects/clients.
When providing business coaching to my clients, I ask them to really communicate their services effectively and powerfully. You will need to sit down and answer these questions:
What Services Do I Offer?
- Ideally the services you provide would match and satisfy a real demand in the market place.
- Do you deliver a range of services or go with a one size fits all approach?
- Do you offer basic, medium and premium services based on client size and complexity?
- What problems do your services solve for your clients?
- How will your services benefit your clients?
- Do you perform analysis only or a full spectrum of analysis, design of solution, implementation and ongoing support?
How Do I Communicate What I Do?
Having a great range of services is one thing, conveying this to educate your market is another. You need to constantly be describing what you do for your prospects and clients. Include your service description in the following:
- Your brochures
- The company website
- Business cards
- Your invoices and quotes
- Email messages
- Presentation materials
- Your elevator speech
Prospects will appreciate knowing what it is that you do for them. Erase the confusion, and not only will you get more business, you will save lots of time and energy by not pursuing prospects that are not a good match for (or do not want) your services.