I have two great tools I'll share with you: "Individual Client Analysis" and "Market Segment Analysis." The first focuses on individual clients, and the second focuses on specific target markets.
Individual Client Analysis includes four key elements:
1. Who are your individual clients?
2. What are their key emotional issues?
3. What are the solutions for these issues?
4. What is the value you provide?
This is a great exercise for you. I suggest you make a Market Chart and a Client Chart for yourself, each with four columns across the top. Write the names of your top clients in the first column on the Client chart, and some of your target markets on the Market chart, also in the first column.
The second column on both charts is Key Emotional Issues, a critical area to study. Why? Because the best way to learn how to sell is to first understand what it is like to buy. How well do you really understand your clients' emotions? The more you can relate to your clients' emotions, the better you can emotionally connect with them.
Your clients and prospects all have key emotions, which can be viewed in seven key categories:
1. Challenge: Things that inhibit the client from achieving goals. Example: "Market volatility is challenging our ability to meet our long-term portfolio needs."