In the end, clients want . . . a valued result.  That’s what they’re buying from you.

How you make that desirable result happen for a client, while important, is less critical to generating a client than understanding what they want and why that’s important to them.

“I’m Getting a New Knee”
Some years ago, I received a call from my mother who had moved to Ft. Lauderdale, FL for her retirement.  She said, “I’m going to do it, Bill!”  Mom seemed rather excited and I was very confused.  “You’re going to do WHAT, mom?”  That’s when I learned that ‘it’ was a ‘total knee replacement’ –– a serious surgical procedure.

I was a little freaked out at hearing that.  I asked, “Why are doing that, mom?”  “I just want a new knee”.  Again, I asked, “Why?”  Mom replied, “I just want to dance again, Bill”.

How It All Happened
Mom told me she’d been invited to a ‘lunch ‘n learn’ session sponsored by her church.  As she entered the gym/theater of the church, she heard music playing and saw all these people (some of whom she knew) dancing upon on the stage!  As people continued to arrive, the music and dancing continued.  Apparently to the delight of those in attendance, I’m sure.

The Shortest and Most Expensive Presentation . . . EVER!
Mom told me that once everyone was seated, the minister welcomed the guests and introduced the doctor who was speaking that day.  “Dr. _______ (name not used to protect the guilty!) is an orthopedic surgeon at the Holy Cross Hospital here in Ft. Lauderdale.  He’s an expert on Total Knee Replacement surgery. Blah, blah, blah . . . so now, without further ado, I give you . . . Dr. so-and-so”.

The doctor then stood up and gave a 1 minute presentation to the people at mom’s church:

“I won’t bore you with all the details of knee replacement surgery — as fascinating as that is to me.  Instead, what I’d like you all to learn today, before you return to your lunch, is this:  Everyone you saw dancing on this stage when you came in today . . . is a patient of mine.  They had been unable to dance BEFORE they had knee replacement surgery. Many of them attended a lunch ‘n learn similar to this one today and, like many of you, required canes, walkers and even wheelchairs to simply get around.  After surgery, they’ve been able to dance and do many other things they feared they’d lost the ability to do ever again. 

Then, he ‘closed’ his presentation very simply (and highly effectively!):  “If you have any questions about whether you may be a qualified candidate for knee replacement surgery . . . please see me before you leave.  Thank you”.

And THAT . . . is all it took to get my mom to ‘go for it!’ and get the surgery.

KEY POINTS:
•  Prospects for your services want to know the RESULT you offer, not the way you create it
•  Gaining access to quality prospects in an ‘endorsed’ manner is a huge help
•  Be laser-focused on your point — it means a shorter message and . . . better results!

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