For the record, I am a big fan of black and white movies and Rolo Candy! Wait, no, that’s not the transparency on tap for today. The focus today is on the explanation, the meaning of transparency as it pertains to business and growth. We are all constantly walking the line of transparency and boring our audience with the manusha of the tedious elements of our job - as we know there is always a fun and boring side to every job. For example, we want to explain how signing on the dotted line will affect the warranty of their new purchase, but there is no need to go through the contract line for line and explaining the legal jargon of how lawyers define the word warranty. So this week, let’s discuss the importance of transparency and how to decide what the client needs to know...for FREE as Gary V will tell you.
Educated clients are the best kind of clients - just think, not having to explain the entire process of how something works, wasting time on longer meetings, how to buy the item, best use practices, and the general cost - basics. Skipping past the basics with an educated client will give you a chance to expound on the product, go into detail, really dig deep and challenge yourself when helping your client - fun. Fortunately, we have public and free platforms available for you to cover the basics of your product (take your pick: Facebook to Pintrest and then some), educate an entire mass audience, build trust so when you have that face to face meeting, when it is time to make the purchase, it is a better experience for you and the client. Plus, let’s face it people that are interested in your product are going to find out about it, educate themselves regardless whether you are the one putting the content out - so the information may as well be coming from you. Plus, they are much more likely to make the purchase once they feel comfortable and confident that they know what they are getting themselves into and how it can benefit their life. So there is no need to keep secrets around here.
Sure, it is important and easier for us to have educated clients - but what do they NEED to know versus what will put them to sleep? First place to start is by making a list of the most popular questions you get about your product and service, simple right, those are the things that your audience needs to know. Next, make a list of benefits or reasons why your clients need your product, also good for transparency. However, let’s do another list that you may be thinking of and come up with some of the negatives, some of the things that your audience needs to be careful of when experiencing your product. Don’t fear a reduction in sales, do not believe that this will talk people out of reaching out to you, but just the opposite as it helps create trust with your client. They need to also know the down side, no product or service is perfect, and by educating them on the possible negatives then they are prepared and you are less likely to get that complaint call to come put out a sales fire. You can even take it a step further and go over ways to help limit the down side, how to deal with the negative features to help maximize the client experience with you - embrace it. Quick review on how to keep your educated client’s attention: most frequent questions, benefits of the product, and the down side with steps to deal with that. Full transparency means an educated client that understands how your product or service can make their life better.
Finally, as we wrap it up let’s talk about free education. This week we are not getting into the details, I mean you have unlimited ways to reach an audience (flyers, pictures, videos, memes, testimony, holograms - endless options) and on various platforms (facebook, Instagram, Pintrest, Tic-Tok, lots), so the advise this week will consist of two things: find a platform that your friends/family/clients are on, and produce content that you find FUN. Simple. We have already reviewed what content to use, frequent questions, positives, down sides, so you have plenty of material to educate. Also, be sure to have a call to action somewhere in the material, such as how to get a hold of you, for when the audience is ready to take that next step and sit down with you. As we wrap it up this week, transparency means when you sit down with the client they had the opportunity to learn all about your product, they are knowledgeable, and they are ready to ask you detailed questions about how it will make their life better...and you can help them as their trusted consultant and local expert. I see you there transparency!