Standing out to your prospective client may seem challenging. And, in an oversaturated market, it is imperative to stand apart from your competitors. The best way to overcome your competition is simply by knowing your client!
Do your research ahead of time, stay organized, and tell them what they need that only you can deliver. Of course, there is much more to that, so let's break it down:
Put on your investigative hat.
Look online to see where your ideal clients are hanging out, so you can get a feel for their style and personality. Knowing more about who you’re targeting will help you establish common ground to keep you memorable and create a solid network.
If you are working with corporate clients, their company website will be a wellspring of information that will help you prepare and set you apart. Do your research!
Also, look at the website of your competition. Is there something that they are offering that you are not? Is your online presence as strong as theirs? Do you think your website speaks genuinely to all the work you can do? Or, can you add more to it?
By reframing what you can present to your prospective client (even when you are not actively talking to them), you can let your website get into the details that your quick sales pitch did not get into.
Stay organized.
A Customer Relation Management (CRM) platform is one of the most effective tools that serves as the new and improved Rolodex. A CRM helps you keep everything organized, from client contact information to employee accounts to the timelines and budgets for each event.
Take advantage of the notes section to add interesting tidbits that come up during a conversation, like the birth of a grandchild being born or a child going off to college. Whatever your prospective client shares, jot it down. Distinguish yourself by being the listening, attention-to-detail ear everybody wants and enjoys!
This tool also serves as an overview of everything going on at the moment and allows you to identify the customers that need more attention. After all, current client satisfaction is an excellent way to find new business — hello, referrals.
Tell them what they need.
Each prospective client has a vision in mind. Although you thoughtfully hear them out, give your prospective clients a little more. Educate them! You are the expert; going above and beyond during the initial consultation will show them you care and are ready to guide them. Help your prospective client envision the details they left out or were unaware of!
Use this moment to demonstrate that you can exceed their expectations. This will build the Know, Like, Trust factor and enhance how a client feels by providing them with additional value for their dollar. Whether it's an extra service that saves them time or an add-on product that increases value without affecting their budget, blow them away.
As prospective clients traverse the research phase of the vendor selection process, remember that they are actively comparing your company to your competitors. They are looking for a vendor that will meet their needs and expectations. So, be that person! Show up as the professional that does their research, listens, and surpasses their wildest dreams — they’ll realize that they were ultimately looking for you all along!