Guarantees – Professionals often think that they cannot legally offer guarantees. You may not be able to guarantee return. A doctor may not be able to guarantee the success of an operation. But professionals can guarantee service.
What guarantees are you providing in your practice?
- Do you guarantee that your clients can access you 24/7 by giving them your cell phone number? Or a call back within 2 hours during normal business hours?
- Do you guarantee that people will find their introductory meetings with your helpful and non-salesy?
- Do you guarantee your seminars will be helpful or you will donate $100 to the charity of the attendee’s choice?
You just have to be a little creative and you can come up with all sorts of guarantees. People will pay for guarantees.
Authority – People pay for authority, plain and simple. What are you doing to enhance your authority?
- Have you written a book? Or had an article published in a magazine?
- What professional organizations are you’re actively participating in?
- What current designation or certification are you currently pursuing?
A series 7, 65 or insurance license does not make you an authority. It merely makes you licensed. Never stop pursuing greater knowledge and expertise.
Quality – People pay for perceived quality. We do with our cars…our coffee…our vacuum cleaners…virtually everything that we buy. When viewed from the outside, does your practice convey quality?
- What does your office building say about you? Is it run down? Is the parking lot clean?
- What does your office say about you? What does your furniture look like? What type of lighting do you have?
- What do your stationery and business cards say about you? Did you print them yourself or did you spend a bit more and create really high quality image.
You don’t need marble tile in your entry way to exude quality, but you do need more than threadbare carpeting. Have someone classy that you know go through your practice and give you their impression.
Presentation and Format — Presentation and Format actually combines many of the things we’ve talked about within how you present your information. Do your presentations contain the following elements:
- Organization – Is it easy to follow and understand?
- Efficiency and Convenience – Is it demonstrating that working with you will be convenient and easy?
- Guarantees – Is your guarantee prominently displayed?
- Authority – Did your biography precede their seeing the proposal? Are you using 3rd party expertise?
- Quality – What does your proposal look like? Like you just ran it off your copier? Or does it have gravitas?
Your Presentation will be your representative when they leave your office. What does your presentation say about you?
Balanced Information – Consumer Reports has made an empire off this one factor. People will pay for someone willing to give them the advantages and disadvantages to aid in their decision making process.
Do you only present one side of things? Or do you:
- Clearly explain the advantages and disadvantages of every product your recommend
- Give clients more than one option even if one of the option causes you to make less money
- Spend time covering things of importance to your client even though you make nothing by covering such information
Of all the things we talked about, this is the one quality that people will pay the most for, all things being even. Always ensure that you and your practice are known for your balanced, non-biased advice.