It might sound harsh, but we all know it’s kinda true. Despite any relationship and rapport, when it’s time to talk business your client’s only concern is what you can do for them.
Why, then, do we make so many of our prospecting and new business conversations about ourselves?
Whenever I ask the question to my clients, “Why should someone chose you to manage their property”, all of the answers start with “we”.....
Typical responses include:
- We are experienced
- We are professional
- We’ve been in business for 25 years
- We are local to you
- We have great marketing
- We have great communication
- We have won multiple industry awards
These comments don't differentiate you from your competition. Everyone gives the same answers about how great they are – and I guarantee nobody is going in to bat with a potential client saying “we are unprofessional, inexperienced, won’t call you back and don’t know much about property management”. Save the accolades for your press releases and websites.
New business conversations shouldn’t be about you. They should be about asking the right questions and defining the solutions for your clients. That’s right, start talking about them. Instead of telling your prospective clients that you’re an expert, be one!
You know all about your market, and your products and services. You know best practices – what works and what doesn’t. Help them connect the dots between what you offer and the results they can expect to attain. Be specific, targeted and concise. Offer firm data results and share examples of results that other, similar clients have received.
Apply all that expertise to their unique challenges and you’ll have not just won the business, but won a client for life.