>If you want to turn your prospects into customers you must understand what you are selling – really selling. Often the product or service you offer is something your existing clients can purchase anywhere, anytime and from anyone. So what is it that would make them buy this product or service from you? Gathering this information and understanding what it is and how to use it is not only interesting information it is incredibly useful in your efforts to turn your prospects into customers.

So where do you start? Begin simply by doing a little research. Spend some time interviewing and talking with your existing clients. Both, those that buy from you often and those customers you wish did more business with you. Discover what they value about you, your product and your service. Ask them questions like: Why specifically do you buy from me? What specific problem do I solve for you? What do I deliver that keeps you coming back? /What else could I do or offer that would be of value to you? Now that may seem awkward at first, but remember this is about simply letting your existing clients you are trying to serve them better. That you want to understand what is important to them and what it is they need and value.You will be surprised, they will actually feel honored that you asked. This simple exercise can do as much to retain your existing customers as it does in helping you turn your prospects into customers.

Next, you need to talk with your prospects and really listen. Determine what particular problems or challenges they are facing today.Then spend some time brainstorming and defining how a product/service like yours could add value or solve their problem.

Once you know this information you can craft your message of how your product or service is unique in the market place. Knowing this information, and having it ready on the tip of your tongue will help you connect better to your prospects and your customers, create trust as they feel you are listening, and value as they know you have ideas on how to help.

I work with a client in Washington D.C. Mark Elliott. He uses this strategy on a routine basis in his legal practice. He finds value in both his ability to bring in new business and as well as deepen his existing client relationships. Prospects move business to him and his clients stay with him, because he consistently adds value to the relationship. He knows his clients expect quality legal work, however they value the connections he makes for them and the resources he provides. He is known as the great connector and a great resource. Because of this he is different from his competition. He not only works with clients to solve their legal problems, he helps them connect to high quality individuals who can help them. He also recommends clients and prospects meet one another for mutual business gain. In other words, he knows from listening to his clients that his high quality legal work is an expectation; his role above and beyond is how he adds value. High quality legal work is something his clients feel they can get most anywhere, his ability as a connector and a resource is why they work exclusively with him. The value he provides creates a much easier transition from prospect to client.

If you want to turn your prospects into customers you must first understand how your product and service are unique from your competitors and why your clients TRULY buy from you. Then share this unique message with your prospects to help them understand why working with you is the right decision.