What Do I Get by Hiring You?
Self-reflection and the Engagement Process
The buying process begins when a prospect or a referral source considers you for a new engagement, or when a client considers you for a repeat performance. In this article, Rod Burkert reflects on this aspect of the engagement process.
The buying process begins when a prospect or a referral source considers you for a new engagement, or when a client considers you for a repeat performance. And it almost always begins with the same question (or thought) from the buyer: What do I get by hiring you?
So, what does that prospect, referral source, or client get by hiring you? Isn’t that the same question you ask (or think) somewhere in all your buying processes?
Seth Godin once wrote about this question. Paraphrasing Seth, he said:
When people are confused, uninterested, or doubtful, it’s probably because you haven’t answered a very simple question—what do I get by hiring you—to their satisfaction. The answer must be clear enough to be perfectly understood. And the answer is crafted with “symbols and inferences” (Seth’s words) that make it obvious to people what they are going to get.
So, symbols and inferences are important. But what exactly are they?
You’ve heard of style (or form) versus substance, right? I think Seth’s symbols equal style (or form) and would include things like your firm name, tagline, colors, logo, and positioning; essentially, your branding. For better or worse, the symbols could also extend to the car you drive, the clothes you wear, and the office you work from; possibly, even the fees you charge.
And I believe the symbol is the result of the inference. Just as the style is a result of the substance. Thus, a more direct way of answering the what-do-I-get-by-hiring-you question is demonstrating, by inference, your substance, i.e., your expertise and experience. And for that prospect, referral source, or repeat client, for the problem they want solved:
- Do you speak on that subject?
- Do you write about that issue?
- Do you have demonstrated expertise for solving that problem?
Because that is how you answer the what-do-I-get-by-hiring-you question. And if you can’t answer that question—if you can’t demonstrate the substance of who you are and the perspective you have—then what do I get by hiring you?
I help BVFLS professionals turn the practices they have into the practices they want—by focusing on strategies and tactics to help them better market, sell, and deliver their services—with an assist from AI. If you want some help with that, e-mail me at rod@rodburkert.com.
