Transcription
If you would like to attract more clients and even better quality of clients, let me show you a tool that you can build and develop that will do exactly that.
In today's video, I want to share with you one of the best tools that you can possibly use to engage customers. If you would like to engage a lot more customers, no matter where they are in the world, then we're going to explore how to create a scorecard, an assessment tool, or what's called a customer needs analysis.
A customer needs analysis is where a customer fills in a form, and it tells you what they need. If you can figure that out quickly, you can address their needs, and then they're going to sign up as a client.
So, a customer needs analysis is something that you put at the bottom of the funnel. People might find you through different sources. It's something that you do before a sales call or around the time of a sales call. This assessment, or this scorecard, or this customer needs analysis is one of the best things that you can do to sign up the right clients in the right way at the right time, based upon what they really, really need.
Now, let's talk about how to build a customer needs analysis.
As an activity, what I want you to do is create a circle in the middle and just think about what is the outcome that your customers wish they could achieve. Your business exists to deliver an outcome, and your perfect customer, your ideal customer, has got an outcome in mind.
So, maybe they want to be a better parent, maybe they want to grow their business, maybe they want to make sure they never get hacked by a cybersecurity threat, maybe they want to build a personal brand, or perhaps they want to have a better relationship with their kids. Whatever it is, they've got an outcome in mind, and that's why they're talking to your business in the first place.
You've got to think about what is the outcome that your customers want or need.
Now, with every outcome, there are going to be three, four, five, six, or seven key drivers that drive that outcome. So, what we want to do is say, "All right, what are going to be the five biggest drivers that make this particular outcome work?"
For example, if I want to get this outcome, what are the five big drivers for the outcome? Let's use personal finance as an example. Let's say that I help people with their personal finances. I'm just going to say that the outcome in mind is that I end up rich and that I can retire. We might even call it "Retire Rich."
So, my outcome is to retire rich. What are going to be the drivers of retiring rich?
Driver number one could be how much you earn. So, we could put your earning power as driver number one. Number two could be how much you can save. Every week, how much can you put aside to save money? Number three could be how much you invest, right, and the quality of your investments.
Number four might be to protect, and number five might be the ability to enjoy your money so that you feel safe, secure, and you feel like you've got clarity. You feel like, no matter what happens, you've got peace of mind.
Let me interrupt. If you're enjoying this video, you may want to join me for an extended workshop where we've got 90 minutes in a live environment on a Zoom call. We can spend time looking at your business and how to grow it in the year ahead. There'll be a link somewhere around here. You'll get great value when we can spend some time live. I look forward to seeing you then. All the best!
Now, let's get back to the video.
So now we've got five drivers of retiring rich. Obviously, I'm just making this up, but if this is your thing, you could come up with better ideas than me.
Now that I've got those drivers, what I now need to do is come up with five questions about understanding how people are earning money, five questions about saving money, five questions about investing, five questions about protecting, and five questions about peace of mind and enjoyment of the whole process.
What I'm trying to do is figure out what questions I would ask to determine whether that driver is strong or weak.
For earning, I might ask the question, "When was the last time you had a pay rise?" Or I might say, "Do you earn a lot relative to your skill set?" Or, "Are you in a high-earning industry? Are you in the top 5% of earners in your industry?" Any of those questions could be there.
For saving, I might ask, "Do you save money before you spend money?" or "Do you have a separate savings account?" There are all sorts of questions that I could ask. You get the idea; you get the picture.
So, what we do is give it a name. We use the outcome followed by the word "scorecard" or "assessment." So, "Retire Rich Scorecard," "Retire Rich Assessment," or you could do "The Wheel of Retirement" or "The Wheel of Wealth" as a particular concept.
Then, you get people to go in, and you set it up on Score App so that people ask and answer questions. It then gives them scores based upon how they scored, and each one of those forms a little spider graph. It joins the dots up automatically and allows people to see where they're strong and where they're weak.
People find these assessments really, really powerful, and what's nice is it gives people clarity. When people have clarity, then they're ready to buy the right thing.
So, if you find someone who earns a lot of money but they're not saving and investing enough, you can talk to them about the part where they're weak, as opposed to the part where they're strong. You can talk to them about the context of their situation rather than just guessing.
A scorecard is a powerful way to talk to people about the thing that matters most to them based upon how they answer those questions. It's funny; the human brain has this information already—these 20 different, 30 different facts available. However, it's only when you kind of ask it all, keep track of it, and score it that the person can then get a clear picture of what's going on in their situation. It becomes black and white at that point.
So, this is a super powerful way to create a scorecard as a customer needs analysis so that you can make more sales based upon the right thing that people want to solve, based upon the outcome that people want to deliver.
Very simple: take a piece of paper, figure out the outcome, think of the five drivers, use ChatGPT if you need to, and then set it up using ScoreApp.com. It'll be one of the most powerful tools that you create to make more sales and reach more people.
If you enjoyed that video, please give me a like and a subscribe, or leave me a comment below. Check out the links for ScoreApp.com. I would love to hear from you. Every time you interact with the channel, it really does help the channel to grow, and it allows me to share a lot of value every single week.
I look forward to seeing you soon. I hope you enjoyed today's video, and I'll see you next week! [Music]