I work with experts all the time, analyzing their offerings, how they convey and productize their knowledge. And what I’ve found is that, as an expert, one of the most powerful things you can do is to identify a client’s key issues, most critical next steps, or gaps in their knowledge, processes, systems or capabilities.
Some experts diagnose as part of the marketing process, and for some they charge for in-depth ‘diagnosis.’ What type of ‘diagnois’ are you offering, and how does it fit into your business?
Personally, I’m a fan of self-diagnosis. We are a DIY world now-a-days, aren’t we? We “do-it-yourself” all the time – go online, read up, look at the labels at the pharmacy – we diagnose ourselves. But what if freely available, unguided and random information isn’t enough for someone to make a proper diagnosis? Or what if the issue is so serious it would be foolhardy to take the situation into our own hands?
Well, that is when an expert is needed. Like when you go to the doctor. You describe your symptoms, she may run a few tests, and then what happens? Does the doctor open a cupboard full of interesting looking medicines and devices and sheets of instructions and books and say, “Here are all of the solutions I offer. Take your pick”?
Well, no, that’s not really what happens. But is that what you’re doing with your clients? Are you offering them a smorgasbord of potential products, programs, consultation or coaching offerings, and saying “Take your pick”?
Maybe it’s not quite like that, but it can feel that way to potential clients. I have a saying “With learning, you always have an uneducated customer.” The truth is, they don’t know what they need. If they did, they’d probably be doing it already.
So how do you do diagnosis? Not at all? As part of a sales conversation? Do you expect your prospect to self-diagnose? Deciding purposefully how this is done can be the key to fitting prospects and clients to your solutions. Even better, I recommend automating your diagnosis process. For a pre-sale diagnosis – in the form of a self-assessment, leading prospects to your solutions. For a fee, you could offer an in-depth diagnosis that provides recommended steps, awareness, recommendations for change, and potentially up-sell into other products or programs that you offer. Interested in how an online, automated assessment might work for you as a product or as part of your marketing flow? Schedule a complimentary strategy session or contact us today.
