"I Know You But I Don't Know How You Can Help Me." (ouch!)

When it comes to prospecting for new clients, you've heard of the Know-Like-Trust equation. People do business with those they know, like, and trust.

The first step is the hardest (please keep reading to find out where I messed up).

How do you get your ideal prospects to become clients? They must get to KNOW you (i.e, know exactly if/how you can help them). If you're likable and trustworthy, then doing business is just a matter of time.

When I started my company four years ago, people knew me, but they didn't clearly understand what I did. This was 100% my fault. I didn't have a clear answer to the question,

"Who Do You Help and What Problem Do You Solve?"

Allow me to back up for a moment. I spent 30 years in corporate banking. To say that I was "institutionalized" would be an understatement.

Sure, I answered the question of who I help and the problem I solve, but it was a word salad filled with corporate speak. I had to re-learn how to communicate using the language of my clients (I'm still learning, by the way).

Not everybody will like you and not everybody will trust you. But if they don't get to the first level of knowing exactly how you can help them, then the entire equation falls apart.

Of course, if you are an annoying and untrustworthy person, you should stop reading now and go work on those issues.

If you're still with me, then I advise you to become crystal clear on how you help your ideal client solve their problems. Use their language. Interview them, write down what they say, be curious, and ask lots of clarifying questions.

I've been spending a lot of time on this lately. If you think this is an issue for you too, I have provided the following example below for you to follow.

I help small business owners become more confident using their numbers. This helps create consistent cash flow so they can take a decent paycheck.

(One sentence should do it. But if given 60 more seconds to elaborate, then I say the following).

They are confused by the various financial reports and how best to use them to help grow their business.

They feel great about their product/service delivery but are a little overwhelmed (and intimidated) by their numbers.

When they go through my 90-Day Profit Finder Program, they learn how to run their company using their financial reports and data…and not just their gut.

Better Data = Better Decisions = Better Profit.

They learn to understand and master Balance Sheets, Income Statements, and Build and Launch a Budget. They now have a good handle on the suite of monthly financial reports and feel confident about their numbers for the first time (in a long time).

This results in improved cash flow, working capital, and profitability.

The tools are great, but they don’t want the tools.

They want financial freedom from using the tools to help them grow.

Now you know what I do, and if you feel so inclined, go and reintroduce yourself to your audience on LinkedIn.

You never know who’s watching, and ready to work with you.

Your Friend,

Patrick