Archive for the ‘Articulating Your Value’ Category

Bargaining for Your Value Is Doing Nothing for Your Business

Bargaining for Your Value Is Doing Nothing for Your Business

You aren’t going to convince clients to pay your fees because you have taxes and bills to pay.

And telling them you are more affordable because they don’t have to pay for breaks and lunches is not compelling either.

(When is the last time you heard any other business professional use that kind of bargaining to market their expertise?)

All that does is put them even more in cheapskate mentality.

Calling yourself an assistant results in the same.

Your value also has no relation to what you or they charge per hour (and by the way, it’s high time you stopped charging by the hour anyway).

Your value isn’t in how little they pay (stop making that argument or you’ll forever be stuck with cheapskate clients who want everything for little to nothing).

Your value is in what they gain by working with you:

How many more clients are they able to work with? How much more marketing and networking are they able to engage in? How much more are they able to get done in a day, a week, a month? How much more free time do they have to brainstorm, develop their business, or plain live life?

Are they able to get those projects done that have been on the back-burner for forever? Are they finally able to write that book, complete that training program, or write that signature talk they’ve been dreaming of? How much have their revenues increased or have the potential to increase as a result? How many more dollars per year does that represent?

How do they profit in their life from working with you beyond money? How much easier and stress-free are their life and business?

How much are those results and accomplishments worth to them?

THESE are the things to be talking about, not “you only pay for time on task and don’t pay for office equipment, lunches, breaks or vacations.”

Do you see how silly and pedestrian the latter is in comparison?

Which do you think will excite potential clients more and fill them with the sense of abundance and possibility?

Use This Phrase Instead of “General”

Use This Phrase Instead of "General"

Some folks use the term general when they talk about administrative support as a business.

But administrative support is not “general.”

Administrative support is a skillset, expertise and profession in and of itself. It’s the very backbone of every business in the world.

That is anything but “general.” That is something very specific.

Administrative support is also an ongoing relationship with a client; it’s not a one-off project here and there sporadically.

It’s about being an active right-hand in the client’s business and taking on specific areas of work and support for them.

Using the word general to describe your business relegates it to something menial, unimportant, homogeneous (as in same basic humdrum as everybody else), and of not much value.

That’s because general is code for menial which is code for cheap and mundane.

And when clients think of something as menial, they expect to pay paltry fees for it as well.

If you are struggling to get clients who recognize the work you do as valuable, important and beneficial to them, it could be because you are using language that is attracting un-ideal clients and/or putting potential clients in the wrong (i.e., cheapskate) mindset.

When marketing your business, you want to use words that position your business and portray it as something invaluable, not general.

Here’s an alternative to better articulate your value:

If you’re trying to get across the idea that you support clients across the board, instead of using the word general (and I advise anyone who wants to get more well-paying clients to banish that word entirely from your business vocabulary), use the phrase full service.

It has much better connotations about your value proposition and will have a much better impact on your marketing and the client perceptions it sets.

Take a look at your website today. Examine the conversation you are having with clients and the words you’re using.

Will you be making some changes?

Delete “Self-Employed Worker” from Your Business Vocabulary

Delete "Self-Employed Worker" from Your Business Vocabulary

Do you want clients who treat you like their beck-and-call employee or as a trusted business professional delivering a valuable expertise?

If it’s the latter, then delete the words “self-employed worker” from your business vocabulary.

When you are self-employed, you’re not a worker, you are a business, period. (That’s a legal distinction, not an opinion.)

This all goes back to properly educating clients about the correct nature of the relationship.

If you set the perception that you are some kind of little worker bee, that’s exactly how they are going to think of and treat the relationship.

The first place you nip that in the bud — so that you can get more ideal clients who properly treat and understand the relationship as a business-to-business one — is through the language and
terminology you use.

Shaping the Relationship with Your Words

I never use the word “outsource” or “delegate,” and I don’t let clients use that kind of terminology with me either.

They aren’t delegating or outsourcing to me any more than they “delegate or “outsource” to their attorney or accountant or designer, etc.

I’m not their lackey. I’m a professional they engage so that they can benefit from my valuable expertise (in our case as Administrative Consultants, that is the expertise of administrative support).

We work together collaboratively (together being the operative word here) on administrative work and goals they have entrusted to me.

This kind of languaging changes the flavor of the relationship in the way I need for clients to see and understand it: as their business peer, administrative expert and trusted advisor.

Clients come to you with varying degrees of understanding about what you do, how you work together, and what the nature of your relationship will be.

Many may not have the faintest idea about what we do.

Others might have some vague notion that it’s like having an employee only you work from home for them (which would be wrong).

Others may have read an article filled with all kinds of misinformation and come to the table with the wrong preconceived ideas and expectations entirely.

This is why it’s always your job to educate and inform clients when they come to your website in the way you need them to be, so they have an accurate understanding about these things and approach you with the appropriate mindset and manner.

This makes for far more ideal client candidates and getting and working with those clients much easier.

The words you use are setting perceptions and expectations in clients, painting a picture for them of how to understand the relationship.

How are you educating yours?

Newsflash: No One Cares About Your Brochure

Newsflash: No One Cares About Your Brochure

People would save themselves SO much wasted effort if they listened to me on this.

So many folks, when they’re new in this business, waste a lot of time and money putting together a brochure.

And 99% of them end up in the trash.

Why?

Among other reasons, it’s because your brochure is all about you and your business.

And clients don’t care about you. They care about their business and their problems.

Not only is a brochure an unproductive tool, it’s the wrong medium with which to reach your audience.

Clients have a problem they want solved. Your job is to identify their overarching problem and show them how you solve that problem.

But here’s the thing: even if clients generally have the same problem—lack of administrative support—that problem manifests differently and they experience that problem in very different ways depending on the specific field/industry/profession they’re in.

It’s impossible for you to speak to every aspect of this problem for every conceivable kind of client and industry/profession in the world all at the same time.

When you try, the result is more of the same boring, generic nothingness that everyone else puts out there, that doesn’t capture the interest or excitement of clients in the least.

Specificity is the key ingredient that will bring your message to life.

Which is why you want to identify their problem and address the way they experience that problem, along with the way you help solve that problem for them, within the context of their specific field/industry/profession.

Instead of putting together a brochure, your time is better spent identifying a target market.

(HINT: A target market is simply a field/industry/profession that you cater your administrative support to.)

Once you have a target market to focus on and give your efforts direction, identifying how they specifically experience the problem of lack of administrative support and how that manifests in their business—as well as how you can help them—is much clearer.

From there, you’ll have a much easier time creating your website marketing message that, instead of speaking generically and forgettably to “everyone,” will speak more uniquely, meaningfully and compellingly to that specific group—and get you clients!

Ditch the brochures. You don’t need them:

  1. No one wants your brochure (or your flyer or post card, for that matter).
  2. I guarantee, as a new business owner, you don’t know enough yet to make a good one that would pay off for all the time and money you put into it. You might as well flush that money down the toilet for as much good as they are going to do you.
  3. Most of your marketing isn’t going to be done in-person anyway.

Invest the time, money and learning instead in your website and making it the best it can be.

(And if you need help, which most people do, my guide will show you exactly how to structure it and walk you through creating a marketing message gets results.)

Um, Hello?! Do You LIKE Being Devalued?

Telling people you cost less and that they’ll save money by hiring you is basically TELLING them to devalue you.

It’s a cattle-call to all the worst kinds of clients out there (you know, the cheapskates who want everything for nothing and think nothing you do is good enough).

You might think this is the sexy message it takes to attract attention, but what it gets you is the wrong attention from the wrong kind of clients.

All this talk about saving and lower costs and being affordable and cheaper than an employee, etc., puts people in poverty/scarcity mindset.

But you need for clients to stop clutching the purse strings in order to invest in you and themselves.

So, you’re defeating your purpose by making your marketing message all about the money.

Stop doing that.

Something worth having is worth paying well for. (And clients who pay well are worth having, believe you me. You want that for yourself, don’t you?)

Stop talking about the money, and start talking about all that clients gain from working with you.

My Challenge to You

Start a list of all the ways your clients’ circumstances are improved by working with you, all that they gain, how they benefit.

DO NOT list anything having to do with money or saving it in any way.

The resulting list (which you can keep adding to throughout the life of your business) is what your marketing message should be all about.

(Keep this list in a tool like Workflowy so you can add to it on the fly quickly and easily.)

Competitive Advantage Isn’t About the Competition

Competitive Advantage Isn't About the Competition

You all are smart enough to understand that “competitive advantage” has nothing to do with your colleagues, right?

“Competitive advantage” is about emphasizing those unique traits, attributes, experiences, perspectives and strengths that help your ideal clients connect with you.

It’s what helps bring your educational marketing message to life and stand out from the sea of rote, repetitive scripts that everyone else parrots.

It’s about illuminating your uniqueness, giving your right clients a reason to choose you, making it easier for them to recognize your special, extra sparkle and discern that you’re the right fit for them.

It’s not a competition with your colleagues.

It’s a communication that happens between you and your potential clients.

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Have you thought about or identified your unique and extra attributes that clients enjoy when they work with you? Is this something you struggle with? Let me know your thoughts or questions in the comments. Maybe we can help. 🙂

What We Mean by “Partnering” with Clients

What We Mean By Partnering with Clients

Partnering is a word we use often in our industry.

Sometimes people (both in and outside our industry) don’t know what we mean when we use that word in relation to administrative support. They don’t understand why a partnering relationship is useful to them.

We’re actually talking about a few things when we use the term partnering:

  1. We’re referring descriptively to the personal, one-on-one, ongoing relationship between two people (as opposed to an occasional, impersonal one where the work is a one-time or sporadic series of transactions with no deeper relationship than that).
  2. We’re referring to fit and chemistry.
  3. And most importantly and beneficial to clients, we’re talking about the sympatico, intuitive, shared body of knowledge and understanding that occurs when a client works with an administrative support partner in an ongoing relationship.

This is the only way to get to know and understand a client and his/her business at any deeper level.

The benefit and value of this, of course, is that clients get someone who “learns” them: who they are and how they think, how they like things done, what their frustrations and annoyances are, what their challenges and obstacles are, what their idiosyncratic workstyle is, and what their bigger picture goals and aspirations are.

It’s only in that kind of personal, ongoing relationship that an administrative partner can learn to anticipate her client’s needs in a variety of ways. As they get to know each other more and more, an administrative partner can work and think more independently on behalf of her client and complete work with that “big picture” context and understanding of the client’s business in mind.

The client then doesn’t have to repeat him/herself over and over to every different person and can feel more confident and at ease in letting go and allowing things to get done on his/her behalf.

This makes the client’s life infinitely easier, and he/she has more time to focus on other things.

By investing in the relationship for the long-term, clients eventually get someone who is always working in a way that supports their needs, their interests, their ways and their objectives in mind, just as the client would themselves.

The longer they work together, the more that knowledge and understanding grows, and the easier it is to work and do more together.

But that only happens within an ongoing, one-on-one relationship.

A cog in a wheel is just that — a cog.

A cog’s ability to think critically and act independently (which is of huge benefit to clients) is extremely hindered. The left hand doesn’t know what the right is doing (or only knows a very limited or isolated part).

Working in that context requires a lot more effort from the client, which can add to their exhaustion and overwhelm and burden.

It certainly doesn’t free up more of their time because they have to oversee and micro-manage all the myriad moving parts.

If they had an administrative partner, on the other hand, someone who takes on certain roles and functions accordingly, that is tremendously freeing for clients.

It’s important to keep in mind that clients don’t know everything and are often too close to their own businesses to see the forest for the trees (as we all are).

As someone who is able to get to know a client’s business nearly as well as they do themselves, by virtue of that deeper, ongoing relationship, an administrative partner can be immensely helpful and valuable to the client by being able to see and bring to attention those things which the client might not know or see from their perspective.

That said, we shouldn’t expect that clients already know and understand this value. They might think, I just need someone who will do what I tell them to do.

But that is a cog, a trained monkey — not an administrative partner.

That’s why it’s always our job as Administrative Consultants to help our potential clients understand how administrative partnering and working in a long-term, continuous — not transactional — relationship can be tremendously valuable to them.

Like any of us, so often it’s the case that they simply don’t know what they don’t know. So the more you develop and lead the client through your own processes, the more you define the roles and functions you can take on for them, the easier you make it for them to see and understand that value.

Flunkies and gophers are a dime a dozen. Their value and usefulness is also extremely limited. Clients don’t expect to pay them much more than that either. 😉

But that’s not what you are as an Administrative Consultant.

As Seth Godin so elegantly puts it: You are not a task rabbit. You’re a professional doing unique work that matters.

RELATED ARTICLE: I’m Not Your Partner?

RESOURCE: If you want a bit of extra help articulating to clients the value and benefits of working together, you can also direct them to the ACA Client Guide.

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What has been your experience with this? Do you ever have trouble articulating your value to clients? Do they ever have trouble “getting” it?

Your Consultation Will Make You or Break You

Your Consultation Will Make You or Break You

Without a proper consultation process in place, you’re going to lose more clients than you get.

A proper consultation process is one of the ways you demonstrate your competence and professionalism to clients.

When everyone else is lamely giving 15-30 minute consults, a thorough consultation system turns you into a standout and gives you competitive advantage over everyone else.

Plus, if you want more monthly retained clients (where you get paid a higher fee for your ongoing monthly support), you simply must have a much longer, deeper conversation; 15-30 minutes just doesn’t cut it.

A good consultation system helps you set the proper tone for the business relationship moving forward so that clients take you and your business seriously and understand that they’re dealing with a business, not an employee.

It’s also going to instill greater trust and confidence in them by virtue of seeing that you conduct things in a proper business manner. It shows them that you know exactly how to expertly glean from them the info you need to determine how to best help them and where to start. This reassures them that they are dealing with a competent business professional who is going to handle the relationship and work you do for them just as professionally.

A thorough consultation helps you better identify how you can help each potential client and helps you get more of your ideal clients.

So, if you don’t have a consultation system in place, if you’re not sure of yourself when it comes to conducting consultations, if you’ve been lacking confidence and want to walk potential clients more assertively through that initial conversation, be sure to check out my client consultation guide:

Breaking the Ice: Your Complete Step-by-Step System for Confidently Leading the Consultation Conversation and Turning Prospects into Well-Paying Monthly Clients Who Can’t Wait to Work with You.

This is my own proprietary system I’ve developed and honed over 20 years in this business.

In this guide, I’ve packaged my entire step-by-step process for you in an encouraging, easy to follow plan that tells you exactly how to structure the entire process — before, during and after.

My success rate with this system has been out of every 10 clients who go through my consultation process, I have my pick of 8-9 of them wanting to work with me.

And colleagues who have followed my process often tell me how impressed their prospective clients were and how it made all the difference in those clients choosing to work with them.

Knowing how to do something is half the battle. This guide will help increase your confidence ten-fold and take all those nervous jitters that come with not really knowing how to proceed with this all-important conversation.

Why Should I Pay that When I Can Get a Temp or Offshore VA for $5 Bucks an Hour?

Ever hear a client utter these words?

It’s probably the most grating sentence in our industry today.

But what if you knew exactly how to respond?

What if you offered your services in a way that didn’t focus whatsoever on hourly rates?

Wouldn’t that be a total game changer?

It’s not so annoying when you actually begin to love responding to that question (or when you no longer get it in the first place). ;)

…If you frequently encounter price resistance with clients and want to know what to do about it;

…If you have trouble getting clients to commit;

…If you struggle with articulating your value to clients, talking about your fees, and feeling confident about them;

…If you find the whole topic of pricing difficult, I have the solution!

It’s my value-priced packaging and pricing guide, How to Price and Package Your Support Based on Hours & Expertise — NOT Selling Hours

Value-Based Pricing & Packaging Guide: How to Price and Package Your Support Based on Value and Expertise—NOT Selling Hours (GDE39)

This guide will show you how to:

  • Attract more clients, more easily;
  • Make more money;
  • Create an easier business to run;
  • And toss out those time sheets forever!

…all without discounting, bargaining, or justifying your fees whatsoever!