Not every client needs the same message [2 main scenarios +examples]

When talking to a client who knows they have a problem, your approach needs to change depending on how much they know. Here’s a breakdown of how you can approach it effectively.

Let’s break it down into two common situations:

Scenario 1: The client KNOWS they have a problem, but that’s it

This client is aware something isn’t right. Maybe they’ve noticed inefficiencies in their business, or their sales are declining, but they haven’t pinpointed the exact cause.

They know there’s an issue... but might not have explored solutions yet.

How to approach them/adapt your messaging:

• Acknowledge their problem: Show you understand their pain point. Get specific—use examples they can relate to.
• Discuss the consequences: Explain what happens if the problem isn’t fixed. It could be wasted time, lost money, or increased stress. Make it real for them so they can feel the urgency.
• Introduce your solution: After you’ve built up their understanding of the problem and its impact, present your solution. Highlight how it directly addresses their issue. Keep it simple and relatable.
• Keep the focus on them: Don’t get caught up talking about how great your product or service is. No! Instead.....show how it makes their life easier and solves their specific issue.

Use “you” more than “we.”

Example:

• “You might have noticed that your sales have been dropping lately, even though you’re working harder than ever (notice where's the focus?). That’s frustrating, right? It could be because your team’s processes aren’t streamlined, leading to miscommunication and missed opportunities. If this keeps happening, you could lose clients and revenue. But here’s where we come in—our solution simplifies your processes, keeps your team aligned, and helps you get back on track, so you’re not losing out.”

Scenario 2: The client knows the problem AND has explored some solutions

This client is a bit further along. They’ve done some research, maybe even tried a few things, but they’re still looking for the best fit.

They know there are options, and they might even be familiar with competitors. Your job here is to show why your solution stands out.

How to approach them:

• Acknowledge their knowledge: Validate their understanding..... It shows respect and builds credibility.
• Highlight the flaws of other solutions (gently): Without being too aggressive, explain why other approaches might not work as well. Maybe they’re more expensive, harder to implement, or less effective long-term...?
• Focus on your unique benefits: Keyword: benefits! What makes your solution different? Do you offer better customer support, a more user-friendly interface, or a more cost-effective plan? Zero in on these points and emphasize how they address the client’s specific needs.
• Show evidence or examples: Case studies, testimonials, or data can be very persuasive. Show them proof that your solution works and delivers results.

Example:

“It sounds like you’ve already done some research and even tried a few different tools to improve your team’s communication. That’s great because you already know what’s out there. But here’s the thing—many of those solutions are overly complicated and hard to implement. Our tool, on the other hand, is built for ease of use. You won’t need hours of training, and our team is there to support you every step of the way, ensuring you’re up and running quickly.”

When you’re trying to communicate your value.... the key is understanding where the client is. Are they just figuring out their problem? Or are they already weighing their options? Your approach needs to be tailored accordingly.

Most people think it's enough to point out a problem and offer a solution. They’re wrong!! When a client knows they have a problem... they DON'T need your diagnosis.. they need to know why your solution stands above the rest. And if they’re already aware of options, it’s a war. You’re up against every other fix they’ve read about. So, be smart about it.