Can you sharpen your positioning + messaging? Part 6
Can you tell me why your best-fit clients buy from you?
Not sure? Well, then, you're in the right spot.
If you're just joining us, we're at the end of a series on the 5 key buying criteria to uncover in 1:1 client interviews.
Here are buying criteria one, two, three, and four in the series.
Today, we're on buying criteria number 5: Why they bought your services
Goal: To uncover the specific attributes, benefits, and features that caused your vertical clients to trust and ultimately choose you out of the hundreds, if not thousands, of potential options.
Why this is important: It's more than likely that your future vertical clients will choose you for the same attributes, benefits, and features that appeal to your current clients. When you know what those are, you can use them in your sales and marketing to cut through the noise, communicate relevancy, and build trust.
To wrap up the previous example, you learn that your family law attorney clients chose you because you share the same client-first values as they do, you're willing to build a custom SEO strategy for them and take a hands-on approach to optimizing their current site, and you have a ton of positive reviews from other attorneys. Also mentioned were the relevant case studies on your website, having credible law firms as clients, and that you include intake coaching with your marketing services.
We're at the end of this series, so here's a summary of the 5 key buying criteria to uncover in 1:1 client interviews:
- The biggest challenges your client had with the former solution
- Their rational and emotional consequences of doing it the old way
- What caused them to finally make a switch
- How and where they researched alternatives to their current solution
- Why they bought your services (this email)
Have a great weekend!
CQ
