Stop trying to be the Best Choice.
Instead, be a Great Choice. Your clients will thank you by selecting you faster, paying you more, and being more loyal.
Client say they want the Best Choice, but what they are really after is a Great Choice.
A Great Choice is one your client can make without feeling the urge to second-guess their decision later.
Trying to be the Best Choice Drags Out the Sales Cycle
For your clients to determine you are the Best Choice, they must evaluate all the options. This is frustrating if there is limited information or unknowns. There always are when considering intangible services.
More importantly, the Best Choice is a point in time. Six months or a year later, are you still the Best Choice? How will the client know without revisiting their decision. Being the Best Choice invites the client to second guess their decision later.
When you’re a Great Choice
* The sales process accelerates because prospects aren’t fixated on the "Best Choice."
* Loyalty goes deeper because they don’t revisit their decision.
Being a Great Choice works well in situations with limited information, ambiguity, and lots of unknowns.
A Great Choice represents a state rather than a point in time. Until something major changes, you will remain a Great Choice.
Best of all, because a Great Choice doesn't require an exhaustive evaluation of all options, once the client finds a Great Choice, they have no incentive to continue looking. The sales cycle can be quite short.
How to Be a Great Choice
- Align your goal with your prospect's goals. When they feel you are aligned with their goals, you have established trust. Trust is key to being seen as a Great Choice.
- Focus on your impact on the client. How do you improve the client's business rather than the task you will perform. You want to keep your conversation with clients from falling into the price and process trap.
- If they TRUST that you share their goals and are CONFIDENT you can deliver as promised, why should they continue to evaluate other options?
Your marketing & positioning matters. A lot.
Being a Great Choice is a type of relationship. You must position yourself as a Great Choice from first contact.
Making yourself a Great Choice forces you to focus on how you improve the client's business and their success.
Focusing on how you improve your client's business is a great reason for them to hire you.
You will stand out -- quite noticeably -- because of how you operate rather than falling into the pricing, features and contrived differentiation trap.
You might not be the only Great Choice. Don't let that distract you. Once a client finds a Great Choice, they stop looking.
If your clients never regret choosing you but you need help getting them to notice and select you, click the Let's Connect button to have a conversation.
