Before and After
Answer this. Believe your answer. You’ll be well on your way to defining your competitive advantage, your value proposition, and will become more successful at differentiating yourself and your company. You’ll be well on your way to moving away from the commodity business and being an innovative value creator.
Describe your client’s life before they started working with you. What problems did they face? What were their worries and concerns? What kept them up at night? What fears were they forced to live with as part of their regular work life?
Describe your client’s life after they became your customer. What problems have you solved for them? How have you made them worry-free? Why do they sleep better? How do they feel more successful and more empowered? Can they imagine going back to life before they discovered what working with a real professional feels like?
If you’re not making a noticeable—no, a remarkable difference—in their work, why should they choose you? It takes more than a low price to make this kind of difference. Think about the difference—the before and after difference—that you can make in a client’s life. Then go out there and do it.