Once again an expert has missed the point.
This time around a 'marketing strategy expert' blogged about marketing professional services and offered the suggestion that it's better to sell smarts not service.
Close...but no cigar.
Smart Is Good
No question: I value smarts as much as the author.
Given the choice between two comparable service professionals, I will probably hire the one I believe to be the smarter of the two.
However, I will not make the decision simply because one person appears smarter than the other. Hopefully the smarter person can and will help me more than the one who is less smart.
There's the critical issue: prospects tend to hire service professionals, such as real estate agents, based on which one can help them most.
Experience-Based Benefits Are Better
Certainly the relative smarts of one individual as compared to others is one factor. But far more important are the benefits that prospects expect when and if they become clients.
The best way to promote client benefits is to clearly outline how you can and do help clients. But don't stop there.
Use your experience as evidence of how you do in fact help clients.
The best achievements are those that can be duplicated for your own benefit or the benefit of others.
Review your achievements to identify those accomplishments that meet the following criteriacan
- be duplicated
- benefit you
- benefit clients
Once you have finished this review, prioritize your achievements based on the above the criteria.
The absolute best..i.e. top priority...achievements are those that you can duplicate and which can benefit clients by meeting specific needs and wants.
The finished product will be an achievement resume that will help prospects understand how you can help them with their real estate needs.
When marketing professional services, it's better to promote the benefits that clients receive from your service than how smart you are...or think you are.
To learn more about creating your achievement resume, see Your Achievement Resume Converts Your Experience Into Client Benefits.
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