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Today I’m going to be talking to you about the experience of selling something in a service-based business, when we often feel like it is invisible or it’s hot air or it’s intangible.
So, how many of us have actually felt like, in our service-based businesses, we are selling like something that’s invisible, it’s hot air?
I know I’ve experienced this myself. You have these thoughts of, “Oh, if only they could see inside my brain. If only they could see what it is that I know and all this experience that I have. If only they could see that.” Or, “If only I could explain to them clearly and succinctly all this stuff in my head,” ’cause I know so much stuff. You know, “I’ve got 25 years experience of doing this. And it’s so much knowledge, and it’s all tangled up in this big mess, and I can’t kind of explain it clearly, because there’s so much.”
Yeah? I felt like that.
You’ve got so much experience and knowledge, how do you communicate it all?
And you know, a lot of my clients that I’ve spoken to, have also felt the same thing. It’s like, I’ve got so much knowledge, so much expertise, so much to give, that I find it difficult to convey that in a clear and simple way. And this is why I love visual models, because creating a signature system with visual models means that you’re taking all that spaghetti mess out of your head, you’re turning it into four sexy pictures, and those pictures will actually sell what you do for you. It takes that invisible intangible and it makes it tangible and visible. Suddenly, you’re not feeling like you’re selling something that only you can see. You’re actually selling something that people can get a grasp of, they can actually hang on to. They can immediately see before their eyes what it is that you do really, really clearly.
You need 4 visual models that clearly explain what you do and the benefit it provides
So, there are four pictures, four key models that you need to create your signature system.
The first of those is the success model. And the success model is all about showing your clients what are the key ingredients they need to master to achieve success. So clearly, you need to know who your ideal client is, what success looks like for them, and what are the success criteria for those people. So, that’s model number one.
Model number two is the excite model. And the excite model is all about showing your clients the journey for someone just like them getting from where they are. Or perhaps even the journey might start a few steps before you’re up to where your clients are up to, because sometimes clients come to us when they’re sort of halfway through the journey. They need help just getting to the peak where they’re going. Yes, so the excite model is all about showing the journey and really is about the emotional journey, the feeling and the experience.
Whereas the third model, the educate model, is actually about the doing. So where the excite model is about sort of the emotional impact and the feeling of it, the educate model is about the doing. So, this model is about, what is the step-by-step process that your clients need to go through? What do they need to do? This is about the doing. So when that client come to you, the first thing they do is this. They do this, and then they do this, and then they do this. That’s the educate model.
And the final model you need is the yes model. And that is all about showing your clients what are the benefits of working with you.
So, those are the four models that you need to take what is in your head, in that spaghetti mess, and turn it into something tangible and visible for your clients. So that suddenly, you don’t feel like you’re selling yourself or this invisible thing. You’re actually selling a proven system, yeah? Because you’ve got the experience and the knowledge and the proven results to back it up. You can say, “Look, here’s the system. This is what we do. This is how I work with clients. When my clients follow this process, this is the result that they get.” Yeah, and you show them the yes model. So, it’s such a powerful, powerful way to sell without selling, really, because you just explain the system, and people are just like, “Sign me up.”
Renée Hasseldine works with coaches, experts & thought leaders to turn what is in their brilliant minds into powerful signature systems using visual models. Her knack for extracting and unpacking thoughts and turning them into unique intellectual property is sheer genius.