If you want to know how to fillet a fish, there will be a YouTube video showing you what to do. If you want to learn how to market your business, you can find an online course that will show you step-by-step how to do it. If you want to do your own accounts, you can find information about accounting for small businesses online.
Many small business owners are starting to realise that sharing information isn’t going to harm their enterprises. In fact, keeping what you know close to your chest can actually be detrimental. To ensure that your business is providing your customers with what they want you need to let them know exactly what it is you’re selling and how this can be beneficial to them.
For example, if you’re a professional services firm, what you’re selling is the application of your expertise to a specific situation. Your client may be looking for some general information as well but what they really want is for you to solve their problem, to take your expert knowledge and apply it to their situation.
What information can you share with potential customers?
Focus on providing information that demonstrates your expertise, educates them on what is important and what key factors they need to consider. Often this won’t solve their problem but instead will give them a better insight into what the complexities are.
Many people start out shopping based on price. This is because they don’t have enough information to know what else they should value, they don’t know what other factors they should be using to compare different providers.
Letting people know either by case studies, web content or collateral that the problems they are experiencing can be solved by your business is a powerful selling point. You are providing expertise that you haven’t just read about – you’ve helped people solve problems like your customers are experiencing and know what the traps and pitfalls are.
Let’s look at each of these in more detail:
Case studies are a great way to explain how you’ve helped customers in the past and what results were achieved. This talks to credibility but also allows a potential customer to put themselves in the scenario you’ve described.
By letting potential customers get to know you through content, they get to experience for themselves how you think and approach problems. This means that you can build trust without having to spend one-on-one time with each reader and is more likely to result in them reaching out to you which is a very different conversation to one where you’re pitching for business.
This can be a very powerful way to engage on a deeper level. The type of material I’m referring to here could be:
Sharing information about your expertise, whether you’re selling online or offline, adds value to your target audience and builds your credibility. Let people know that you know what you’re talking about and are keen to help, and position your business to provide exactly what your customers need.
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