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

12 May

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 most crowded market.

The businesses that grow fastest aren't the ones with the best qualifications or the longest track record. They're the ones who know exactly what their clients are really buying, and they lead with that in everything they do.

Once you make that shift, you won't market your business the same way again.

In today's podcast, Mark explores:

00:50 - The difference between selling what you do and selling what your clients actually want to buy
04:09 - The functional layer, and why staying here is exactly why so many great businesses blend into the noise
05:13 - The emotional layer, and how to identify the feelings your clients are paying for when they choose to work with you
08:50 - The identity layer, and how understanding who your clients want to become is the key to attracting them faster and keeping them longer
12:18 - Defining your true product with three questions
13:19 - How to stop selling your title and start selling your solution

Resources

Get more referrals with our 5-step system plus a powerful hidden 6th step.

Join us live on Friday 8 May at 10am Brisbane time at mastermindzoom.com.au (limited spots available).

Quotes

“What people want is outcomes, they want a transformation. You've got to speak in that kind of language where you're talking about what is the transformation, what's the outcome.” - Mark Creedon

“What's the problem we solve? What stress do we remove? And what does life look like for our clients after they've started working with us?” - Mark Creedon

“If you can work out what your product is, look at it from an emotional point of what your product is, you can then target that particular group out in the market. You can be more specific and really channel into the outcome that you're going to be able to get people so that they will buy from you quicker.” - Caroline Creedon

“Stop selling your title as such, and start selling your solution.” - Caroline Creedon

The Mastermind for Business podcast is powered by Business Accelerator Mastermind, a coaching program that helps service business owners and professionals double their revenue whilst halving their time in the business. Each week, Mark Creedon, a Business Coach at Business Accelerator Mastermind, speaks with some of the best business minds in the world and shares simple, practical steps you can take to create the business you always wanted.

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About Mastermind Business Accelerator

Mastermind Business Accelerator is a hands-on practical program aimed at driving results fast. Spearheaded by Mark and Caroline Creedon and a range of highly qualified experts, the program will give you back the freedom you hoped for when you first started your business or professional practice. With his coaching program, Business Accelerator Mastermind, Mark helps business owners maximise their time, set and achieve goals, while remaining accountable.