how to create value, attract more clients & charge higher rates to
DESCRIPTION
Ray Reyes presentation at the Atlanta Association of Interpreters and Translators Event in August 2012.TRANSCRIPT
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How to Create Value, Attract More Clients and Charge Higher Rates to
INCREASE SALES!
Ray ReyesChief Executive Officer
Latitudes Training, Coaching and Consulting
www.latitudescoach.com
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How to Increase Sales
• Create value• Attract more clients• Charge higher rates
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6 principles to creating value1. Know your client2. What problems can you solve?3. Understand your client goals4. Do Customer Centric Marketing5. State your purpose6. Be an expert!
Create Value
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Know Your Client
• Impact of the project on your client• Create a system• What is really important to the client?• Case studies• Problem solver or vendor?
Create Value
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What problems can you solve?
• Win more business?• Communicate with existing customers?• Train employees?
Create Value
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Understand your client goals
• Make more money? • Save time? • Be more competitive?• Know the ROI to show your client YOUR
VALUE• ROI for prospects
Create Value
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Know the benefits
• What in it for the CLIENT?• Good translation – Bad translation• Competitive edge• Looking to the Future
Create Value
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Client Centric Marketing
• It’s all about the CLIENT• How are you Helping, Giving or Serving?• Don’t focus on what you do• Share the problems you have solved
Create Value
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State your purpose
• State your “WHY” before your “WHAT”• Passion attracts passion• Well defined Mission Statement• Be bigger than life
Create Value
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Be THE expert!
• Focus, Focus, Focus• Expertise = Client needs
• Broader scope, more work, lower rates, less money.
• “Jack of all trades, master of none”.
Create Value
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1. Focus, focus, focus be the expert2. Join your clients’ marquee associations3. Go to industry events4. Clients’ trade publications5. Communicate your expertise 6. Communicate your VALUE on your
website
Attract More Clients
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Focus, focus, focus1. Identify a single industry2. Possibly a single discipline3. Stay updated4. Know the players5. Get involved
Attract More Clients
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Communicate your expertise
1. Achievements and accomplishments2. What problems you have solved for other
clients?3. Work history4. Skills, training, technology5. Education
Attract More Clients
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Communicate your VALUE
1. Website (mobile app)2. Blogs3. Emails4. Business cards5. Newsletters6. Client testimonials
Attract More Clients
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Go to industry events
1. Client trade shows2. Award dinners and gala’s3. Association conferences4. Volunteer5. Holiday fund raisers
Attract More Clients
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Client trade publications1. Advertise2. Contribute articles3. Subscribe
Attract More Clients
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Associations1. Join the Association that your marquee
clients are members of2. Develop key relationships3. Become a Preferred vendor4. Be a guest speaker5. Co branded marketing
Attract More Clients
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“Pricing builds or destroys value faster than almost any business action.” Frank Cespedes, Harvard Business School
Charge Higher Rates
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1. Never compete on price 2. Solve a Problem3. Provide Value-Added Services4. Be the Expert5. Create Loyal Customers
Charge Higher Rates
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Competing on price1. There’s only 1 of you- NO VOLUME
DISCOUNTS2. Be able to say NO3. There’s only 1 Wal-Mart
Charge Higher Rates
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Be a problem solver1. Understand the project2. Ask questions3. How can you solve the problem?4. Identify and communicate the “pain” or
“goal” for the project
Charge Higher Rates
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Be the expert!1. Remember YOU are the expert2. Explain the end-to-end translation process3. Understand the review process (reviewer) 4. Know your clients industry 5. Their industry – Your translation6. FOCUS
Charge Higher Rates
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Loyal customers1. Constant Communication2. Ask them critique you (easier than asking
for a referral)3. Set expectations early4. Under sell Over deliver5. Try to get to know them outside the office
Charge Higher Rates
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REMEMBER THE KEY TO CHARGING HIGHER RATES IS TO:1. Never compete on price 2. Solve a Problem3. Provide Value-Added Services4. Be the Expert5. Create Loyal Customers
Charge Higher Rates
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Increase Sales!
•Am I creating value?•Am I doing what I need to attract more clients?
•Can I charge more?
Charge Higher Rates
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THANK YOU!
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www.latitudescoach.com
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