Have you ever thought about what you do ... really?

I don't mean have you really thought about it. I mean what do you really do?

Many people look at their business card for a clue. I suggest you ask your clients.

I know of one business coach who is seen as a marriage counselor. He helped one couple sort out their business goals and issues so well it's improved their marriage!

Everyone sells products or services. The more successful people offer/sell what a client wants.

That sounds so "Sales 101", doesn't it?

But it's true.

The key is to put what you do, not into the customer's language, but in to the customer's specific situation.

Mortgage Broker: if your client is buying a new house, have you found out why they want "that one"? What feelings will be satisfied by purchasing that house? At that point you are not a Mortgage Broker, you are a facilitator of those feelings.

Florist: You do create beautiful arrangements. But what are you creating for your next client? What feeling, what atmosphere are you going to create? That is what you are doing for that customer.

It's more than walking in their shoes. It's feeling what they are feeling: whether it be excitement, or trepidation, or sadness.

It means, to be an exceptional salesperson, or service provider, you have to be on your game. With every customer.

Make sure you get feedback from your clients. Use their words when you describe your service to the next person. Become a customer when you speak with customers and prospects.

Then it becomes less "sales" and more "solution". And people buy what us, our product or service can do for them. Not what we think we do.

So, have a think about what you really do. What your customers say you do for them. What you really love to do.

And maybe put that on your business card!

Bill James-Wallace helps his clients grow their business through better and more strategic customer relationships. Drawing on his 18 years experience in the financial industry as a Sales Manager and Manager of Training & Development, he helps business owners play on the same field as corporates.

Bill can be contacted at bill@resultdrivensolutions.com