What Business Are You In?
What Business Are You In?
When I ask my clients this, I am always amazed by their responses. Whether you are a plumber, an electrician, or a dentist, you are missing out on one of the most important aspects of business. Let me break this down real quick, humans only do something if it makes their life measurably better. For example, let's say you are a dentist and someone asks you what you do. Instead of replying with the bland title of “dentist” you could say “I am in the business of making sure peoples’ most important, and vital key to living a good life is healthy!” WOW! What a difference that description makes! See, that makes the person think about how you can make their life better. Everyone has a Rolodex in their mind, and if you reply with “dentist” they will file you away in the back; you will be lost forever! You’ve seen electrician vans with “Quality since 1988” emblazoned on the side, but what if they put “74% of fires in American homes are due to electrical failure or malfunctions, is it time for a checkup?” That is how you stand out with a simple change with the ‘what is in it for me’ viewpoint!
Get More Attention and More Profit
Let's go back to the dentist real quick, you have piqued the interest of someone to come to your practice. They are sitting in your lobby and reading a People’s Magazine. Do you see any problem with that? I do! Rather than reading whatever they want, take advantage of this valuable time! If I was a dentist, I would have brochures educating the patients of all the amazing benefits from the services we provide! “Top four ways straight teeth will help you get ahead in life” for example. Rather then them wasting time with nonsense, you can tell them about what you provide, and how much it could help them!
Millions of dollars in profits could be missed in the way you phrase your questions. Let's say you are an electrician, and you are at a home, fixing a light switch. You see that their fuse box is out of date. You ask the owner, “Do you want a new fuse box, yours is out of date.” The owner says no thanks, and you wonder why they wouldn't update their fuse box. You know why it is important to get a new fuse box, but do they? NEVER assume they know the benefits of your services! Instead, ask, “I noticed your fuse box is out of date, replacing a fuse box could save you thousands on your electric bill, and are much safer than older ones!” Well of course they do!
Business owners often assume that consumers understand how their services will help someone, but the truth is that they don't! You must tell them, and when you do, you will see enormous growth!