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Is it your job to educate your customer? - Alan Berg, CSPIs it your job to educate your customers?

Very often I see wedding and event pros trying to educate your customers on why they should choose a professional for your product or service. Or maybe it’s educating them on your actual product or service. Is that your responsibility? By the time they get to your website or marketing, are they looking for that education? Or have they already decided they want your product or service and now you need to educate them on something else.

Listen to this new 5-minute episode to get an idea on what you should be educating your customers on when they get to your site and marketing.

 

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– Is it your job to educate your customers? Listen to this episode and find out where I’m going with this one. 

Hey, it’s Alan Berg. Welcome back to another episode of the “Wedding Business Solutions” Podcast. I very often see, with my clients and whether the people I meet at conferences and things, you’re trying to educate your customers on your products, your services, what your category of services does. And I always think about, is it your job to educate them, or is it your job to tell them the kind of results that you can provide for them, not what the industry is there to do? And the reason that I get to this is, there are websites like “The Not Wedding Wire” and others out there. You can Google all kinds of different things and find information about your services and products. And by the time someone reaches out to you, I’ve said this many, many times, they’ve already done their research to the point that they want to find out more from you. And what they’re trying to find out, is not “Why should I hire a professional fill-in-the-blank,” it’s “Why should I hire you?” Why do I want your results? 

And something I talked about in my latest book, “Stop Selling and Help Them Buy,” the recurring theme was you need to help them buy the results they can only get from you. And when you’re trying to educate them, at the point that they’ve already gotten to your website and you’re trying to educate them on the service, you’re missing the opportunity to educate them on the kind of results that you can provide for them. And along the way, you are also teaching them about your services and products, but in a way that shows them the results of those products and services. Because, I’ve said this many times, we don’t buy products and services ’cause we want products and services. We buy them for the utility of those products and services; for the results of having those products and services. 

When I bought a new webcam, the one that I’m using right here, this is one that fits right on my screen. So I’m both looking at the camera and my face is right there. And when I’m having a Zoom call with someone else, I put the camera right next to their face. So I’m looking at the screen at them, at the same time. I didn’t need a camera, ’cause I had one, two cameras already, but I bought this camera because it gave me utility that the others didn’t have. The ability to not have to be looking up at least this is like, if you’re watching on YouTube, this is what I used to be doing, is I’m looking at the camera, I’m looking up. And you can see now that I’m looking up, because I’m not looking at the screen. this allows me to be looking at the screen and know that I’m looking right at the camera, so that you, who are watching on YouTube, feel like I’m looking at you; because that’s what I want you to feel. 

So did I need a camera? No, I had cameras. Did I need this camera, because it gave me use and results that others don’t? Yes. And that’s the same thing for everything that we buy. We buy the things for the utility of them, for the results of them. So if someone needs a wedding planner, that’s great. But why do they need you? Because if we just list what a wedding planner does, or why is it important to hire a professional planner, well, any planner can say those things. Why should I hire you? That’s the key, is why should I hire you? And it doesn’t matter what you do. I should hire you because I want your results. Because very few of you listening, maybe none of you, but very few of you listening have no competition whatsoever. 

So if you have no competition, it’s you or nothing. So do I want it or I don’t I? But if it’s a, I want this, I need this, right? I need a video taken of my wedding, I need a band, or I need a DJ, or I need catering, or I need a cake or I need invitations, or I need transportation. Great. By the time I reach out to you and by the time I get to your website, even before I reach out to you, you have to get me to want to take the next step by showing me, why do I want to get your results? Not somebody’s results, your results specifically. So, again, think about this: Are you trying to educate them on your product or service? Or are you trying to inform them how the results that you can provide, that’s what you want to talk about, are the results they want? And then that gets them to want to reach out. So, this was a quick one, but I hope it gives you something to think about there.

I’m Alan Berg. Thanks for listening. If you have any questions about this or if you’d like to suggest other topics for “The Wedding Business Solutions Podcast” please let me know. My email is [email protected]. Look forward to seeing you on the next episode. Thanks.

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©2023 Wedding Business Solutions LLC & AlanBerg.com

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