Someone asks, “What do you do?”
Do you answer like this?
We:
- Do tax returns.
- Write estate plans.
- Resolve workplace conflicts.
- Design websites.
- Coach executives.
- Provide an executive point of view on a part time basis.
Every firm owner I’ve ever talked to makes one of these statements when I ask about their company. (BTW, I never ask “what do you do?” I always say, “Tell me about your company.”)
Different industries, same statement: these are the tasks we execute.
I’m betting that you have said the same, many times.
I used to do that too. “I help companies increase revenue.”
After many shrugs and lots of disinterest, I realized that I, like you, must give the other person something meaningful to grab and hold onto.
I have to prompt a feeling.
The first step I took was to add some modifiers:
- More revenue in less time.
- More revenue without spending more money.
- More revenue from fewer buyers.
None of these really made a difference. They’re still stuck in the head.
The unasked question was “So what?”
Then I started listening to what my clients were telling me.
“You changed my life!”
“I never would have thought of that!”
“I feel so confident and that comes across to my clients.”
“My clients feel so much relief that their affairs are in order no matter what happens and when it happens.”
“When I resolve workplace conflict the organization can use its resources towards its mission.”
What I realized is that they were describing changes that made a difference in their lives. Changes that felt different and meaningful.
I named those life changing differences IMPACTs.
IMPACTs do two things for your company:
- They attract people who want similar IMPACTs.
- They help you customize your offers so that prospects have choices and so that your fees are proportional to the significance of the IMPACTs you create.
X No more repetitive entry level work.
X No commodities for commodity fees.
X No more stagnant revenue.
X No more high volume for low fees.
You can do the same
Start by listening to what clients tell you. Pay attention to the emotional words, the tone of voice, the facial expressions or punctuation and emojis.
Once you begin to listen you will hear a lot! Write it all down.
Pick one or two phrases to memorize so that when someone asks what you do, you easily describe a life changing difference you create.
Tax preparer: I give taxpayers complete peace of mind for the entire three years after they’ve filed their tax return.
Estate lawyer: I create lawsuit-proof estate plans for people with complex family dynamics, so they’re confident no outside forces can derail their preferences.
Fractional CFO: I help executives make decisions based on their judgement and understanding of risks, and that will support their long term visions.
Here’s a fun one from a professional organizer.
Instead of saying she organizes each room she says:
“I help your family get out the door with minimal fuss and stress each morning.”
Make your own list
During this IMPACT month I challenge you to write down 3-5 specific IMPACTs you create for your clients.
The size or significance of the IMPACT doesn’t matter. Just write them all down. Say them out loud until they roll off your tongue.
Someone once told me, “It’s not bragging if it’s true.”
Then write a blog or social media post about them. Use one or two on your website or LinkedIn profile.
Share one of your IMPACTs with me via email.
If you can’t find one, let me know and I’ll help you.
Life is too short to not recognize how you create IMPACTs for your clients.
