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Here is one of the most common challenges I see with trainers, consultants and other service providers: developing solutions that nobody wants.
Or at least a solution that doesn't solve a problem big enough for the audience to buy. On the other hand, if you want to create a compelling offer, all you have to do is solve one challenging problem. Would you also like to increase your sales? Solve an expensive problem.
How do you know what problem to solve? Ask your audience. This can be a challenge these days due to time constraints and fewer opportunities for face-to-face interaction. However, I discovered and implemented a simple but effective approach to obtaining this valuable information. Survey your audience on LinkedIn.
And you might be thinking, "I'm too busy to investigate, I have to make money." If you're looking to generate sales, you can't afford not to spend time creating a service that people will actually want to buy. In addition, you can use the same information to improve your marketing and sales process.
So let's get started.
Identify your target audience on LinkedIn
First, find your target audience on LinkedIn. For example, if you offer solutions for HR professionals, you can simply search for “HR managers” in the “People” section of the search bar and enter additional criteria that make sense to you. You might just want to target people in a specific industry, or you might be looking for professionals who live in a specific area. You can do a simple search with the free version of LinkedIn. If you want to work in more detail, you'll need to upgrade to a paid membership. The lowest tier will cost you around $ 30 per month and they usually come with a quote. Currently, you can try a premium option for free for 30 days.
You might have a niche audience, such as B. Mothers who are entrepreneurs. In that case, you'd be better off looking for hashtags that they'll interact with. For example #mompreneur.
Related: The 7 Deadly LinkedIn Sins
Create your survey in Google Forms
To make things easier, I recommend using Google Forms to create your survey. It's free, and the familiar name can help avoid some answer concerns. As for the content of your survey, you won't get meaningful answers if you don't ask the right questions. As a background I help trainers and consultants to increase their brand and their sales. Below are the questions I asked while building my group coaching program. You know your audience and your industry better than I do. Customize your questions as needed, but this gets you off to a great start.
What's the toughest hurdle you face every day when it comes to starting or scaling a business?
What would life be like after overcoming this hurdle, how would your personal and professional life be better?
What is currently preventing you from overcoming this hurdle?
If you had a magic wand and could find the perfect solution to overcome this hurdle, what would it be?
If someone created this perfect solution for you, how much would you be willing to pay for it?
Do you have any questions about the growth of your business that I can answer now?
Is there anything else you'd like to share?
Now you may be hesitant to ask how much someone would pay for your service, but their answer serves as an excellent filter. The previous questions indicated how effective the solution would be to this problem and what the solution would be exactly. When asked how much they would be willing to pay for this service if they wanted something like, "Um, I don't know, $ 200-300?" Say. "This is a clear indication that they are not your target audience or are not serious about solving this problem." Hence, you should consider throwing away the other answers.
The remaining answers will tell you exactly how to create a compelling service proposition. You just need to find the intersection between your audience's needs and the offers. Remember, you don't have to solve all the problems. So stick to what you can.
Related Topics: 10 Ways To Learn More About Your Target Audience
Compose your outreach message and submit the survey
How do you reach out to random people and ask about their time? Well, for starters, acknowledge the randomness and be open about why you are coming up. Furthermore, this is sure to be a numbers game. You should aim to get around 60 answers so you may need to reach hundreds of people. If you have access to these people on your personal network, start there. If not, just roll up your sleeves and remember that this is the part where other people give up. So if you want to be successful, all you have to do is keep moving.
You will send this message as a note that is included in a connection request. So make sure your profile looks presentable. If you want to increase the chances of getting a response, post relevant and valuable content on LinkedIn before sending your contact message. This increases your credibility and proves that you are contributing to the industry.
Here is the outreach message I used to get you started.
"Hey [name], I see that you are a consultant and I wonder if I can ask you a few questions about your daily challenges and possible solutions for a coaching program I'm working on. If you can help , I'll pass on a short poll that should take 5 minutes. Thank you very much! "
I made a few changes, but this one has the highest response rate.
To save time, create a text shortcut on your Android or iOS device. It took me about six hours to send out 200 requests, which got me 45 responses in less than a week. I should note that I sent these requests while watching Netflix or I would have used my laptop too. To get additional answers I repeated the same process.
Related: Boost Your Sideline With Instagram Direct Messaging
Gather the results, create your program, and share it with your audience.
By following these steps, you will have enough information to craft your compelling offer. First, focus on the answers to the question, "If you had a wand and could find the perfect solution to overcome this hurdle, what would it be?"
Find topics that keep coming up and include them in your service offering.
When creating your sales and marketing messages, this part is very important. Avoid the risk of talking about every detail while ignoring the transformation your audience is looking for. Your response to "What would life be like after overcoming this hurdle, how would your personal and professional life be better?" should form the basis of your value proposition.
In addition to all of this information, you have also made many connections within your target audience. Once you've created your program, I highly recommend sharing it with them in a non-sales manner. There may be some people asking about your service, but don't end the relationship until it begins projecting shortages and scarcity.
Again, here is a script that you can reference.
“Thank you again for your time. Based on your feedback, I created the following solution. And here is a tip on how to solve one of the challenges you referred to. . . ”
From there, you can continue the conversation in a meaningful and effective way.
Was this helpful? Do You Have Questions? Contact me on LinkedIn.