As a business owner, you're an expert, a specialist in your field.  But you have become so experienced that you're almost complacent when it comes to the sales process?

Are you too competent?

You've probably heard of the 4 stages of competence:

  1. Unconscious incompetence
  2. Conscious incompetence
  3. Conscious competence
  4. Unconscious competence

Well it's this 4th one that can actually become your undoing at times.  It's where you've had so much experience and practice in your skill, that it's become "second nature" and you can just about do it "in your sleep".

It sounds like a great place to be, and for the most part it is, except when it comes to attracting your target market.  And let's face it, that's fairly important!!

What can happen is that you become so unconscious of doing what you do, that you forget to articulate the value of what you do to your prospects.

Think about it for a moment, how can potential clients or customers make that crucial decision to choose your business rather than your competitors, if you haven't given them a specific reason to do so?

Choosing you over your competitors

These days uniqueness is so important.  No matter how good you are at what you do, or how experienced, if you don't stand out from the crowd you'll simply be overlooked.  In fact, just about the most powerful thing that you can do in your business is to develop a truly unique model  for doing what you do.

And then once you have your model, you need to turn it into a process that you can perform over and over to achieve massive, scalable, results in your business.

Now before you make a start on developing that process, it's really important to remember the language of sales.  Remember the WIIFM?  WIIFM being "what's in it for me".  Our prospective clients or customers don't care about us or our businesses, they only care about what we can do for them.

Those 3 key questions your prospects want answered

When it comes to the sales process, there are three key questions your prospects want answered:

  1. Do you understand my problem?
  2. Can you solve my problem?
  3. And how are you going to solve it?  They're not looking for specific answers here, but wanting to understand the process you're going to use to get them from where they are now to where they want to be.

Prospect, problem, solution, process

So first and foremost, you need to know who your prospects - your target market - are.  Because remember if you're talking to everyone you're talking to no one.

And once you've identified your target market, you can then determine what their big problem is.

What's your job then?  Pretty easy yeah?  Your job is to offer a solution to their big problem...But of course you can't do that unless you know who they are and what their problem is - see how this stuff all fits together?  And what's the solution?  Well that's pretty easy too!  It's what you're already doing in your business!!  And most likely you're doing it unconsciously competently.  So what you need to do to really make your sales process rock, is bring it back into the conscious competence so that you can build a process that enables your prospects to easily identify the value you offer them.

Bringing it all together

And then you can go out to your target market and say - hey I know you have this problem, and not only do I understand it, but I can solve it for you as well.  And this is how I'm going to do that for you...

When you think about it, that's a really simple strategy.  And as a sales model, well it's pretty close to unbeatable!

Oh, one last thing - you need to be really sure you understand the real value that your prospects are looking for when they work with your type of business...Is it peace of mind?  Comfort? Success?  Saving money?  Status?  Convenience?  Because at the end of the day, that's what they're really buying.

Your Action Plan

So in summary, developing a signature process gives you a compelling story as to the value that you can offer your target market.

From a sales perspective it's really powerful because it answers those all important three questions your target market wants answered:

  1. Do you understand my problem?;
  2. Can you solve my problem?;
  3. And "how are you going to solve it?  What's the process you're going to use to get me from where I am now to where I want to be?

And again, that process is simply the stuff you do every day but you don't necessarily articulate it as value.

So your action plan is to bring that value out of your unconscious competence into conscious competence.  Determine your ideal prospect, get clear on their problems and your solution, then develop a process to make it work that you can articulate and promote to your potential clients or customers.

?And if you'd like some help, then let me know or call us on 9725 2533 and we can chat about building a process for your business in just two hours!!

Finally, if you'd like to hear more of what I have to say on the matter, click here for a recording of my most recent "You & Your Business" radio segment on 98.1FM Radio Eastern.

Talk soon,

Caren