If you’re a B2B service provider – there is a 100% chance that people hired you to make them more money. And because that is a primary goal for most business owners, it’s vitally important to talk about money.
So let’s talk about money! And if you’re not a B2B service provider, stick around, I’m going to share some helpful ideas on how you can sell your transformation in a way that speaks to your current ideal client.
First things first
If you are not clearly articulating how you can help your ideal client make money, you are missing out on sales.
Here’s where most service providers are getting it wrong: They are just talking about their offers. Side note: If you aren’t crystal clear on how your offers translate into money in the pocket of your ideal client, then it’s time to dig into that!) They are talking about the deliverables, the amazing features, benefits and bonuses. BUT, they fail to clearly spell out how this offer will put money in their bank account.
It isn’t beneficial to skate around the main question your ideal client has: How can you help me make more money? It doesn’t mean that they’re not worried about other things when they’re making investments. But those are usually secondary to the money question.
Time for an Example!
Let’s pretend you’re a copywriter and you specialize in writing sales copy for websites. You write email marketing, copy for Excel sequences, nurture sequences, and social media content specific to launches.
Your ideal client is a lawyer who runs her firm online. Because you’re serving lawyers here, we need to dig into what type of business she’s trying to grow, what her pain points are and get to the heart of what her desires are.
At the top of the list, this ideal client wants growth. They want more revenue. All of those are really one and the same for the most part, unless their definition of success has nothing to do with money.
She wants more than money. She also wants to get out of the behind the scenes in her business. Maybe she’s tired of getting stuck in her inbox. She wants to get out of her calendar. She wants more time with her family. Creating content feels difficult and she wants to feel less stressed in her marketing. She also wants to spend less time on social media. Her email list isn’t converting and she wants to make more sales through her emails. She wants more bookings through her website.
These are all valid wants and desires. Your ideal client wants all of these things, and we want them to have all of these things. But there are a few of these “wants” that point back to how you can help your ideal client make money.
Here’s the key: We need to put focus on these areas 20x times more than the other areas. We don’t want to spend most of our time speaking to pain points, aka what she DOESN’T want. Instead we need to focus on what they DO want. I believe service-providers disproportionately focus on what people don’t want instead of focusing more on what people do want.
This example is an over-simplification, but I want you to spend some time identifying which of your ideal clients wants and needs point back to MONEY.
Creating money-driven content
Now it’s time to start creating content and promotional material that really hones in on the desires that specifically lead back to helping her make money. It really does boil down to what your ideal client desires most. Remember when I said that if you’re not a service provider or a coach, stick around because I have some things to share with you?
Here it is. I’m going to start with a very quick example: Let’s say that you are a sleep consultant and your ideal client is sleep deprived moms. You’re gonna pinpoint what they desire most.
Now I’m gonna guess that what these sleep deprived moms desire most is getting a good night’s sleep. So your messaging is going to focus on how your offer or service can help them get more zzzz’s. For them, it’s not about the money, right? It’s about sleep. So whoever it is that you are serving, you need to get to the bottom of what they desire most.
Two Common Questions
Here are two common questions that I hear from clients when I encourage them to start talking about money.
#1: How do I talk about money without over-promising?
This really comes down to a matter of ethics. When we are talking about ROI for our clients, giving a hard dollar amount can make us feel nervous, right? I totally get it. BUT, what I see more is that people are SO SCARED to talk about money that they don’t talk about it at all. You can talk about how much you can make them without giving specific numbers. There are clear ways to make connections to the money they can make or save without specifically saying, “I can make you X amount of money in X timeframe.” That is where you start to really leach into unethical territory.
#2: How do I talk about money when what I do is more behind the scenes, and doesn’t have a clear connection to money?
Let me start off by validating you – it really IS harder to make the money connection when the service you offer is more in the backend of the business. BUT, hard is not impossible, so let’s dig into it.
One of the ways that you can bring it back to the money, is to really hone in on your ideal client. Talk about their money-making activities and how your behind-the-scenes support can help them get back to the things that make them money.
Paint a picture with your content and marketing so your ideal client can imagine what it would be like to wake up and know that everything on the back end was running smoothly. All she has to do is focus on creating the next money-making offer, and serving her clients.
The Most Important Thing
Hear this: If you are squeamish or uncomfortable talking about the money then how is your ideal client going to be comfortable investing in your services?
This speaks to mindset and confidence – and I’m always gonna be challenging you to up-level your confidence! If you’ve been shying away from talking about the money, your ideal clients can feel that and they can feel that you are not a hundred percent confident.
Think about the person that just spells it out, doesn’t beat around the bush, and plainly articulates what the offer is and how it can make you money. That exudes confidence. This is why mindset is a cornerstone of Grow Business and Marketing Academy. This program can help you tap into unlimited growth and a scalable business structure. I want to help you create a powerful marketing strategy so that you can work less and make more money.
