- Focus on what your customer wants, as opposed to what your customer needs.
- Explain the benefits of your service as opposed to the features.
-
EXTERNALIZE content (transparency).
- When preparing a quote, price needs separately from wants.
-
Offer a 100% customer satisfaction money-back guarantee.
- When telling your story, be specific, don’t settle for generalities. Include context, history, and intent. Be careful to be honest and avoid exaggeration.
- Give your customer opportunities to collaborate.
- CHALLENGES: Hourly billing versus being paid for Accounts Under Management (AUM). Paper, server versus ASP.