You have a service you want to sell. In order to do this, you must define what your potential client or customer needs so that you can drive the solution to sale.
You will often do this in the form of sales copy, which can be a letter to your prospect, a message on your web site, a sales brochure, and other forms of promotion. The points you assemble in support of your message can also be part of the phone conversations you have with prospects.
As a legal nurse consultant (LNC), I had to sell lawyers on the value of the services I could give them. While your services may differ from mine, you can easily adapt the basic principles of the outline I used to go from Need to Solution to Sale.
Define the Need
A malpractice lawyer needs to determine whether a claim a potential client has brought to him has merit and, equally important, whether it can be won.
Define the Problem
He can’t make this decision on his own. To come to a decision involves reading through mountains of medical documents. But he has neither the time nor the finely tuned medical knowledge of an LNC.
The medical malpractice attorney will find an LNC who can read the material and advise him about the viability of the case.
The lawyer needs to find an LNC he can trust to give him an accurate interpretation of the data.
Because there are many LNCs in his geographical area, how does he choose the best one? How do YOU go from solution to sale?
The attorney adopts the following criteria for selecting an LNC:
1. Experience. He finds out how long the LNC has been practicing and how many cases he or she has handled.
2. Expertise. The lawyer may be seeking a specialist, one who’s handled many nursing home cases or medication or surgical errors, depending on the case specifics.
3. Referrals and Recommendations. What do other lawyers say about this LNC?
4. Personal Contact. He calls the LNC to discuss the case.
If he gets a positive impression and a personal sense of the LNC’s experience and expertise, he hires her.
This Outline Is a Guide, Not a Blueprint
Not every piece of sales copy needs to repeat the various elements of Need, Problem, and Solution. Nor do they always have to be in that order.
Take, for example, life care planners. In this situation, the problem is that the catastrophically injured patient has complicated care requirements. The need is for a way to project those requirements to ensure there is adequate funds for future care. The solution is to hire a life care planner to calculate the needs.
You may find a number of ways to vary the basic outline. The more you play with it, the more you will find ways to adapt it to your particular needs and services.
What matters is making sure that these elements feature in any sales copy you write. That’s how you attract potential customers and clients.
We all want help in solving our problems and fulfilling our needs. The individual or company who states most clearly that they have a solution wins our attention and maybe our business.
- Are you searching for ways to expand your legal nurse consulting business but are not sure quite how to do that?
- Do you secretly know there must be a better way to deliver your services and satisfy your clients?
- Does the idea of efficiently and effectively marketing your legal nurse consulting services sound enticing?
We’ve got the answers for you. Discover more about the course here or order now for instant access.