What Exactly Do You Do?

A colleague that I have known forever called me for lunch today, with the intent of helping me by “finding out exactly what I do, and the services I offer.” Then I read a post in ITTYbiz this morning that challenged me with the question, “How many of your readers don’t really understand your business?” Good question. I thought about it for a while and came to the conclusion that there may be quite a few. Maybe I oughta do a better job of letting people know.

So here it is - I provide consulting to companies that are in need of marketing help. Maybe they are in trouble, maybe they are repositioning, or maybe they are brand new. Doesn’t matter. I am creative, forward thinking and experienced and I help them fill apartments, keep residents and make money. My clients like me because I utilize a common-sense, practical approach customized to achieve portfolio objectives. Personally, I love marketing apartments and I’m wicked good at it.

Since all the marketing in the world won’t matter if the people are ill-equipped or don’t care, I proved training in sales, service, marketing and management issues. I adore teaching salespeople how to sell.

And since people seem to like my down-to-earth practical style, I am often asked to keynote events. Sometimes I orchestrate the entire event. I help bridge the gap between executive and front-line because I speak both their languages, and can effectively share insight on their perspectives. I help them think differently.

I also write copy. Lots of it. It’s another thing I seem to be good at.
So, that is what I do. My sense of purpose is clear.

Now it’s time for you to complete the exercise.
What exactly do you do? Why? Don't assume everybody knows.

I Can't Afford It! It's Too Expensive!

When the client seems to care about nothing but the price, try this technique.

Let’s say the client has told you that his budget is $850 per month, and the apartment he likes is $900.

Calculate the difference in price vs budget. ($50)
Then, divide the difference by a 30 day month. (50 divided by 30 = 1.67)
The client would only need pay $1.67 per day to get what they really wanted. That’s the equivalent of a pack of gum, or a cup of coffee.

$1.67 multiplied by a 7 day week = $11.69. At this point, explore ways in which the client will save money by living at your community. For example, perhaps they will no longer need a gym membership, saving at least $30 per month. Or, they might utilize your selection of first run movies and your theater, saving them a $10 movie ticket. Maybe their commute will be minimized saving $$$ in gas. Find a way for them to save $11 per week and you just found a way for them to afford it.

So, it would go something like this:
“Mr. Jones, I know this apartment is $50 above your budget. Broken down, that’s less than $1.70 per day to get what you really want. I know we can save you some money with the included fitness center, and you will be working substantially closer, which will save you money on gas, not to mention time. Plus, the apartment faces south, ensuring indirect sun, which will help your utility bills in the winter. This apartment comes out to about $11 per week more than what you wanted to pay, but all things considered, in the long run it may well cost you less. What do you think? Would you like to reserve it?”

Break it down, build the value, get the lease.