Where did I get such lunacy?  From hanging out with my sales trainer friends.  Ya see, being a psychotherapist and life coach gave me zero preparation on how to sell my services.  So a few years ago when I entered the wonderful world of entrepreneurs, I had one steep learning curve!  I was blessed to study with Eric Lofholm, but it was my time spent with Michael Goodman of AZ Sales Pros that really drove this point home for me.

This is where we come to the concept that your clients aren’t buying what you are selling.  Most of us get so addicted to ’selling our services’ that we forget to look at it from the consumer’s end.  Let me give you some examples…

If you are an acupuncturist, is your client buying acupuncture?  No, what they are really buying is relief from pain or whatever their symptom is that brought them in.  Does a chiropractor sell chiropractic care?  No, their patients buy health, longevity, relief from stress/pain/fatigue, and a whole host of other benefits.

And we coaches DO NOT sell coaching!  We sell business acceleration, revenue generation, results amplification, marketing plans, fulfillment, freedom, etc.

Get the drift?

Now it’s your turn.  Make a list and write all the thing you sell (like your products or services) on one half a sheet of paper.

Next, ask yourself, “As a result of consuming this, what exactly is it that these clients are ‘buying?’  Put this on the other half of the paper.

If you can answer that, you are on your way to being able to use the correct marketing language to attract your ideal buyers.

Oh, and if you aren’t sure?  ASK your market!  There is nothing more powerful than asking your clients what they have gotten as a result of working with you.  Those are the golden nuggets that will help you understand exactly what you are ’sellling and what they have been buying.’

My story?  A few years ago I asked a client of mine this very question.  She was one that came to me and didn’t even have a concept for a business, but she said that as a result of working with me she felt like she was five years ahead of any business owner who would have started on that same day.  She pointed out that I shortened her learning curve, and helped her accelerate her results.  The funny thing…I had no idea I was doing that!  I knew the tangible aspects like helping her in the start up phase and all the mindset stuff we did to get her to own the role she was now taking on, but accelerating her results?  Who knew!  It was really powerful for me to have that tangible deliverable, so you bet I always ask my clients that magical question these days.

I encourage you to do the same so you can discover what a rock star you really are.