When your clients hire you, they have certain expectations about the quality and cost of your work. Clearly, you want to meet their expectations. But we believe that whenever possible, you should exceed client expectations.
Don’t get stuck in the habit of simply doing the work. Good work is important, but it is only one component of the value you offer. Remember the confidence formula: Benefits minus fees equals confidence in your ability to offer value. The more benefits you are aware of offering in relationship to the fees you charge, the more confidence you will have in the value you offer. Ideally, you want the benefits to far outweigh the fees. In other words, you should be confident that you offer a really great deal.
What added benefits can you give your clients? Depending on the nature of your work and relationships with your clients, there may be many types of added benefits that you can provide. Here are five main categories:
Education
Clients expect a certain amount of education as part of the work you do for them. They expect you to help them understand the problems they are facing, and they want your advice. But there are many more ways that you can educate clients. For example, many professionals give the added benefit of conducting seminars for their clients. Or they write articles and newsletters and then disseminate these publications to their clients. The more you help your clients by giving them interesting and useful information, the more confidence you will have in your ability to offer value.
Entertainment
Entertainment is a common added benefit. People like to have fun. Often, clients highly value meals, ballgames, the theater, and parties.
We had a client who enjoys auto racing and invites his clients to go to the racetrack. We have had many clients who love classical music and regularly bring their clients to concerts. Think of things that you like to do and consider inviting your clients to participate. Entertainment gives value to your clients and helps strengthen your relationships.
Introductions
Many professionals regularly give the added benefit of making introductions. Perhaps you know a good lawyer, accountant, or banker who could be of value to your clients. You may have colleagues within your own organization who can provide other services that could benefit your contacts.
Join a networking group to expand your ability to make introductions. Networking groups can provide access to other professionals with a wide range of expertise whom you can introduce to your clients.
Leadership
Another type of added benefit is leadership. You may be able to take a leadership role in the lives of your clients. For example, maybe you can get active in their trade and professional organizations. By going to their meetings and joining committees, you are taking an active interest in their businesses and learning more about the issues that impact their lives. You can also get involved in the nonprofit charities and community organizations that your clients care about. Not only will this give added benefits to your clients, but it can be personally fulfilling, give you the ability to spend time with your clients, and help you meet new people.
Inspiration
This is one of the hidden benefits that you may offer. Many professionals do not think of themselves as being inspirational. But the fact is, everyone we know either is or can be more inspirational. This is because we define inspiration as the ability to instill self-confidence. Whenever you act as a sounding board and let clients tell you about obstacles they are facing, that’s inspirational. When you give your clients advice that reveals a pathway for overcoming the obstacles they are facing, that’s inspirational.
For more marketing tips, check out our book Selling in Your Comfort Zone.