When you’re a consultant, explaining what you do and how your services provide value is crucial for building client trust and securing new contracts. But communicating your expertise in a way that resonates with clients can be challenging—especially if they’re unfamiliar with your field. Here’s a step-by-step guide on how to effectively explain your services to clients, helping them understand your value and making it easy for them to say “yes” to working with you.
1. Start with the Client’s Problem
Before diving into what you do, begin by discussing the client’s specific challenges. Clients want to feel understood, and by starting with their needs, you show that your approach is rooted in solving their problems rather than just promoting your services.
Problem-Focused Tips:
• Ask questions: Begin with questions that help you understand their pain points. “What challenges are you facing in your business right now?” or “What are your goals for this project?”
• Acknowledge their concerns: Paraphrase their issues back to them to show that you’ve understood their needs.
• Emphasize urgency: If appropriate, underline the impact of not addressing these problems to reinforce the importance of your services.
2. Clearly Define Your Services and Offerings
Once you have a good grasp of the client’s needs, explain how your services can address those specific challenges. Keep your language simple and straightforward, avoiding jargon that might confuse or overwhelm the client.
Service Description Tips:
• Break it down: Instead of explaining everything at once, outline your main offerings step-by-step. For example, “I offer three main services: strategy consulting, implementation, and ongoing support.”
• Focus on benefits, not just features: Rather than listing what you do, explain how it helps. For example, instead of “I provide data analysis,” try “I provide data insights that help you make better business decisions.”
• Use examples: If possible, include real examples or case studies of past clients who had similar issues and how you helped them achieve their goals.
3. Show the Value of Your Services
To justify your fees and show why your services are worth the investment, it’s essential to communicate the tangible value you bring. Whether it’s saving time, increasing revenue, or improving efficiency, let the client know what kind of impact they can expect.
Value-Focused Tips:
• Use metrics when possible: Quantifiable results, like “I helped increase client X’s revenue by 30%,” can make a strong impact. If your work improves processes, time savings, or efficiency, estimate what this means in real numbers.
• Highlight the ROI: Show how your services are an investment. For example, if you offer marketing consulting, explain how your strategies will yield returns that exceed the initial cost.
• Tailor value to their goals: Speak directly to what’s most important to them—whether that’s customer satisfaction, faster growth, or streamlined operations.
4. Outline Your Process
Clients want to know what it’s like to work with you. Providing a clear, easy-to-understand outline of your process helps them visualize the journey from start to finish. This transparency reassures them that you’re organized, professional, and committed to delivering results.
Process Explanation Tips:
• Describe each phase: For example, “First, we’ll start with a discovery session to understand your business better, then we’ll move into strategy development, and finally, implementation and review.”
• Set expectations: Let them know what to expect in terms of communication, deliverables, and timelines.
• Keep it simple: Avoid going into too much technical detail; focus on giving them a big-picture overview.
5. Address Questions and Objections Proactively
Clients often have questions or hesitations—whether about cost, time commitment, or even the outcome. Address these proactively to make them feel more confident about moving forward with your services.
Handling Questions Tips:
• Invite questions: Encourage clients to ask anything on their mind. It demonstrates openness and can uncover any areas that might need clarification.
• Be transparent about pricing: When explaining costs, break down what’s included in your fee and the value they’re receiving for their investment.
• Address common objections: If clients often have specific concerns, address them head-on. For instance, if clients worry about seeing quick results, explain your timeline for results and any benchmarks along the way.
6. Use Simple, Relatable Language
When explaining your services, try to keep your language straightforward and easy to understand. Avoid overloading clients with technical terms or industry jargon that could leave them feeling lost or overwhelmed.
Language Tips:
• Use analogies or examples: Analogies can be powerful in explaining complex ideas. For instance, if you offer business strategy consulting, you could compare it to building a roadmap for a journey.
• Stay focused on clarity: Use short sentences, avoid jargon, and focus on making your message as clear as possible.
• Adapt to their level of understanding: Gauge the client’s familiarity with your field and adjust your language accordingly. If they seem unfamiliar, use simpler terms and explanations.
7. End with a Clear Next Step
Once you’ve explained your services and answered any questions, guide the client to the next step. Whether it’s scheduling a follow-up call, sending a proposal, or starting a trial project, make it easy for them to know what to do next.
Next Steps Tips:
• Summarize the conversation: Briefly recap the problem, your solution, and the agreed path forward.
• Be direct: Clearly outline the next steps—“I’ll send over a proposal tomorrow” or “Let’s schedule a follow-up call to finalize details.”
• Express enthusiasm: Reinforce your interest in working together. Clients appreciate knowing that you’re invested in their success.
Final Thoughts
Explaining your services effectively is essential for building strong client relationships and securing new business. By focusing on the client’s problems, showcasing the value of your services, and outlining a clear process, you’ll make it easy for clients to see why working with you is the right choice. With practice, your ability to communicate your expertise will only improve, leading to more confident clients and more opportunities to grow your consulting business.
