With so many marketing plans and a plethora of information on business, we tend to forget the most basic fact: Your clients need to understand at a glance what you are selling and how much it costs. A confused client is most likely going to keep shopping. I have made the mistake of trying to explain what I do to clients without the proper back-up information and lost clients.
Here are some tips on how to keep it simple:
- Describe yourself and what you are about in one sentence. Be careful with using superlatives (I am the best, the most creative, etc.). This is what you show them, not tell them.
- Visuals are a very powerful tool in discussing pricing. Provide images next to your costs and always remember to have at least three choices. (It’s human nature to go with the cheapest, so make sure you are making a good profit.)
- If you are providing a service only, this is always trickier, write down what you provide in no more than three paragraphs. (Like myself, most clients get bored reading the small print.)
- Your business should have a very clear vision statement. (This can change yearly as you grow and expand.) For example, when I first started, mine was: We provide opulent florals. When my business grew into events it became: We create dramatic transformations.
Clarity and simplicity are definitely your best selling tools. I am so excited in what we do that I often make the mistake of over-explaining my services, leaving the client with the feeling that I am selling too hard (putting me at a great disadvantage). So, please remember: always keep it simple.
What is your business’ vision statement? And how do you describe yourself to a client?
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George Bernard Shaw once said: “You see things and say, ‘Why?’ But I dream things that never were and say, ‘Why not?’” That quote embodies how Preston Bailey approaches every event.
Bisi Bordley
June 3, 2010
“for the love of it” inspired by everyday life and things.
I describe myself as Wedding planner/floral stylist.
Keep it simple.
xxbisi
Vivian's Decor & Designs
June 3, 2010
I do wedding .decor. We keep it simple & fabulous. I don’t advertise flowers, I don’t advertise linens. We do do them at the bride’s request, but my core business is simple & fabulous head tables, cake tables and backdrops.
I’ve tried to venture into other arenas such as centrepieces and silk florals, but they hadn’t brought in as many brides as I’d hoped it would. So, back to wedding decor only and the extras by request only.
:O)
Didi
June 4, 2010
If a definition of growth is “developement from a simple to a more complex stage”, Does Keeping it Simple prevent growth?
Jackie
June 4, 2010
I agree! Simplicity is key…
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June 11, 2010
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June 12, 2010
found your site on del.icio.us today and really liked it.. i bookmarked it and will be back to check it out some more later
Audrey Gardemeyer
June 27, 2010
Thanks for this post Preston, as I re-read through your blog posts, I always discover something I can be looking more closely into with my own floral business. Our tagline is: “Stylish Florals… Definitely You!” We help brides stylize their flowers all while keeping them personalized and a true reflection of our clients.
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November 4, 2010
You certainly have some agreeable opinions and views. Your blog provides a fresh look at the subject.