by Tony Vidler
Recently I discussed the need for practitioners to raise clients awareness of everything that you can do for them. All too often professionals lose business from good clients simply because the clients were not aware that the practitioner was able to handle some other aspect of their affairs.
But there is another critical mistake practitioners make in explaining the scope of service they could provide: using industry terminology that is meaningless to many consumers.
People won’t agree to pay for services they do not understand.
To help your clients understand what services you can provide, and to help them say YES to those services, you need to lose the jargon and put the services into language the client does understand.
The best example is a typical Scope of Service type document, where the adviser provides essentially a list of potential services and/or products that the client can choose to take advice upon. The structure of such a document often reflects regulators requirements, but the terminology doesn’t have to. Yet, all too often advisers list a range of products or jargon-laden services, in such documents.
For example; instead of listing a potential advice, or service area, such as “business insurance” (which can mean many different things to people) break that into a list of objectives that a business owner might have, such as:
By focussing upon an objective or an outcome that your advice can achieve for the client, rather than the tools or the process you use to achieve the objective, you help a client to better comprehend the work that you can do for them. If they understand the outcomes you can help them achieve, they will be far more inclined to say “yes” to your offer of professional advice.
Free advice tools such as this are available on Strictly Business website0