Stop telling and start asking!

I’ve recently read a book with an interesting if not crucial premise. It’s really very simple, and it’s something that we don’t spend nearly enough time on. The book is They Ask; You Answer by Marcus Sheridan.

The premise of the book is more than simple. In fact, the title is all you need to see. Your customers ask questions, and you answer them.

What does this mean?

First, it means that we need to ask before giving answers. We need to know what our customers have questions about and then answer them in all of our marketing materials.

It’s so simple that you might slap your forehead right now and say to yourself, “Duh, why didn’t I think of that?”

I don’t want you to just put together this giant list of questions and try to answer them all in one place. What I want you to do is to get a list of questions your customers ask and then answer them in either a video or written blog post. Or, better yet, both.

When answering the question, focus on the problem you solve.

This is a big deal. It’s an issue I see all the time. We hear a question and instead of focusing on the problem we’re solving; we tell people in agonizing detail all the stuff we’ll do. It’s the old features versus benefits conversation. I want you to focus on benefits and leave the features to your competitors.

My experience tells me it’s not just about the stuff we do. In fact, no one really cares about the stuff you bring to the table. They do care about the problem you solve and how you’re going to make their life easier and better.

You might even want to take the next step and talk about the transition that’s going to make your customers’ lives better. We buy transitions more than we buy stuff, and we need to know what transition you're going to provide.

When you focus your answers on that, you’ll have customers and potential customers who will know you understand and love them.

Keep it simple.

This is a big deal. You never want to give an answer that’s long and complicated. Every time someone does that with me, I always feel that they really don’t understand the subject and keep making it complicated.

When you give me an answer, that’s complicated, you not only lose a little trust in me, you make me feel stupid. Whenever anyone makes us feel stupid, we just don’t want to work with them, no matter how great they are.

Remember, your customers ask and you answer in the most straightforward way you can.

I’m taking my advice for a change and will use this format for many of our upcoming videos. I would love it if you could help with this project. What questions do you have about making your company either economically sustainable or sale-ready? You just might find a do a video right on the topic you’re curious about.

A program I hope speaks to you.

I’m about to start a pilot program where I’m going to ask 10 to 15 subcontractors in the construction world to help me build a program that will add value to their company. This is not just me spouting my new and brilliant ideas. It’s a course where we’re going to co-create a program that brings you value.

At the end of this pilot course, you’re going to go know where you are on the success path that will bring you tons of fun and all the cash you need to have a business you’re in love with. Too often I see business owners who are burned out and frustrated with the lack of economic success they have. I don’t want this to be you.

If you’re a subcontractor, I would love to have a quick conversation with you to see if the course is right for you and if you’re right for the course.?

Click here to set a convenient time for us to have that conversation. I guarantee that you’ll walk away from the conversation with at least one thing that will make your business and or life better.

Oh, and one thing I know we’ll cover in the program is a secret that will take at least twenty percent out of your direct labor cost. I hope you take me up on my offer and spend a few minutes with me.