You're Selling The Wrong Thing And It's Costing Your Family Business Clients

About this episode

Mark and Caroline discuss the mistake of selling services instead of addressing what clients truly want, emphasizing the importance of reframing the message to connect with clients on a deeper level.

Quick question. What do you sell? If your answer sounds anything like "I'm an accountant" or "I'm a mortgage broker" or "I run a bookkeeping business," hang on a second. Because that's not actually what your clients are buying. Nobody wakes up wanting to buy a mortgage. Or hire a bookkeeper. Or find a business coach. So if that's how you're describing what you do, you're losing the sale before the conversation even starts. In this episode, Mark and Caroline get into one of the most common and most costly mistakes service business owners make, selling what they do instead of what their clients actually want. And what clients want has nothing to do with your title, your qualifications, or your service offering. It has everything to do with how you make them feel, the problem you solve, and who they become after working with you. Mark and Caroline walk through three powerful levels of understanding what you really sell, from the functional level that keeps most businesses stuck, all the way through to the emotional and identity layers that make clients say yes faster, pay more, and refer more. They show you exactly how to reframe your message in a way that sets you apart in even the…

People in this episode

Hosts: Mark, Caroline

Topics covered

• selling strategy
• client needs
• service business
• marketing
• emotional selling

Keywords

• selling
• client relationships
• business growth
• service marketing
• emotional connection

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