The biggest mistake I see therapists and coaches making is not clearly defining their services based on what their ideal clients actually want.
If you read my article last week, “Do you know who your ideal clients are?’, then you will know that your first step when creating services for your business is getting clear on who your ideal clients are.
Once you know who your ideal clients are and what their biggest challenges are when it comes to your area of expertise, you can then start defining your services.
If you are in any doubt, Yes, it does need to be done this way round! If you try to do it the other way round (which is what I see many therapists and coaches doing) then selling your services is going to be like pushing a big rock up hill.
Do it the right way round, i.e. start with your ideal client’s needs and then create your services to match their needs and that rock will glide downhill without any effort from you and selling your services will happen with ease.
If I have managed to grab our attention you might now be wondering how exactly you can go about clearly defining your services so that they connect with what your ideal clients are wanting and needing?
Well, if you carried out a survey of your ideal clients then your survey results will be a big help with defining your services (if you haven’t carried out a survey of your ideal clients, I recommend you don’t pass go or collect €200 until you have surveyed your ideal clients!).
If you have surveyed your ideal clients, then you should now know what their biggest problem is and what a good outcome to overcoming this problem will look like for them.
To start the process of defining your services simply focus your attention on how you can best help your ideal clients to overcome their problems. You might like to brainstorm some solutions. What you will find is your services will naturally come out of this process.
Allow yourself to dream big and come up with the optimum solution first that will provide your clients with the best outcome. Don’t worry about what it costs at this stage to deliver.
If you are still unsure where to start, then here are eight questions that will get you going and help you to clearly define your services:
- What are your ideal clients’ biggest problems? What would a good outcome look like for them?
- What service will help your ideal clients overcome their biggest frustration and problem?
- How will you deliver this service to your ideal clients?
- What rate will you price this service at?
- What will it cost for you to deliver this service?
- Will you offer a package deal or incentive to buy?
- How do your ideal clients want to access this service and where will you make it available from?
- How will you promote your service to your ideal clients so they can find out about you?
You now have a clearly defined service that you are going to offer your ideal clients and this service really is something your ideal clients want to buy. What is great about this is it will make it way easier for you to sell this service to these customers!