Articles: Anthony Mora Communications

Demonstrating Your Value to Your Prospects
By Anthony Mora

9/1/10

You know what your company's value is. You understand why your products or service are so important to your target market. You understand what makes you unique, what separates you from the others in your field. You can explain exactly what makes you and your company so amazing. The sad truth is that your customers don't really care about your bio, how great you are, how long you've been around, etc. What your clients and customers care about is what you can do for them; how you can make their life easier, how you can save them time, money, help grow their business. What they want to know is how they'll be better off by buying your product, or using your service, or working with your company.

It's important to know what your prospective client's needs are and how you can meet them. Focus on how you can solve their problems not on singing the praises of your company. This sounds easy, but it can be tricky. The confusing part is that your prospects aren't always exactly sure what they want. Often if you don't ask, they won't tell you. If you misjudge their needs you might give a great pitch but it will fall on deaf ears. Your job is to determine what your prospects needs and wants are and then illustrate how you can meet those. As I mentioned, this can be a bit of a mind field. If you're giving a one-on-one pitch, you have the luxury of asking specific questions, but in your marketing, advertising or public relations efforts, you need to make sure you are addressing the specific needs of your target market. Often a company can address several needs or issues, and different clients will be looking for solutions to different individual needs.

Each business meets different needs. There are times when a business is meeting needs that the business owner is not even aware of. For example you might think you're selling someone a car as a means of transportation. In fact transportation could just be an afterthought, what some clients are buying is style, or comfort, or security. Let's take my business for example. Our focus is PR, media relations, blogging and social media. Clients come to us for various reasons.

Through a PR campaign, they want to:

1. Reach their target market via the press and the media.

2. Sell more products.

3. Land more clients and/or business opportunities.

4. Position themselves via the media in front of investors

5. Introduce a new product or service to the marketplace.

6. Establish themselves as experts in their field.

7. Establish themselves as a professional at the top of their field.

8. Gain credibility and validation by being featured in the news.

9. Save marketing and advertising dollars via a PR campaign.

Those are the main reasons clients come to us, but each client has his or her main reason. One might be focused on building sales, another might be looking to entice investors, and still another might be looking strictly to position herself as an expert in her field. For some clients the bottom line is the primary issue, for others it's the credibility and validation factors. These are all values, but what is valuable to one client, might not be that important to another. We've worked with clients who can't possibly take more clients for months. That is not their concern. But they do want to be viewed as the best in their field and being featured in top tier media can accomplish that aim. We work with others who want to build their business, sell more products, and land more clients. Those are their primary goals and that is the value we offer to them.

So, make a list of the value that you offer your clients. Make this a stretching exercise. Move a bit beyond your comfort zone. Are there emotional values you offer that you've never considered? Once you've developed your list, take a look at your marketing, PR and advertising efforts. Does your marketing address your accomplishments or your client's needs? Once you answer that question, you'll know what changes you need to make. Focus on your clients, and you'll never go wrong.

Copyright © Anthony Mora 2010

For further information visit:
www.AnthonyMora.com

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