People love the idea that you have a step-by-step way to get them from where they are to where they want to be. They may not need to take every step, but just hearing that you have a system, reassures them that you are not flying by the seat of your pants.
When you create your signature system, think about all the different things you do with your clients. Now try to break these down into steps.
One of the ways we like to have our clients think about this is to have them imagine that you have 10 people working with you in a weekly workshop.
All 10 of these people are at different places and phases of their transformation. Some are beginners and some have been doing this for a while. What are the steps you would take them through as a group.
The first week needs to be very foundational, so you can really support the beginners. You want to start at the beginning and set a foundation.
Then you want to move on to the next week. Now ask yourself, what could you add to the next week that would give someone enough information to take the next step?
Then over the course of a 10-step system (for example), think about the next thing and the next thing you would do with your clients.
Start to think about the system you would take people through. All building on itself and getting to a place of completion from A to B to C to D, etc.
This is where you need to be careful… When you have so many things that you can support people around, you really have to get clear about what the core is (What’s critical to your work? What makes your work unique and stand out?).
You can add and move things around at will, but it is really important for you to have a good, strong feeling about what the core is of what you offer.
This process helps you be clear about what you do and how you help people.
The next step is to name it. Ask yourself what is the “core benefit”? What is the major outcome for your client? How many steps are in it? How is it unique?
Here at SEC, our system is called “Hell Yeah Marketing System– The Ultimate Business Building Toolkit”.
When you have your signature system in place, you can speak about what you do from that ever-important benefits and results place because you are so clear about what the core is of what you do and the results you can help people get.
A great way to get started is to take a stack of Post-It notes and start laying out your proprietary signature system.
What are the elements of how you help people? Get them all out in front of you before you start trying to organize them. This is a fabulous brain dump exercise that can help you see the breadth of your process and what you have to offer.
Then it’s time to organize. This is what I love about doing it with post-it notes on a wall verses a big list on paper. You can rearrange your notes and start putting them in a step-by-step process.
So, what is the first step your clients need to make sure to have in place? Then what’s the next? Lay it out. How many steps would you take them through? Play with the order. Remember, you always want to connect back to the core of the results you help them get and the steps to get them there.
Having a signature system is one of those things that will help you stand out from others in your field. It can help you to have more confidence when you are talking about how you can help people. It can also help others understand better how you can help them.
And make sure you remember, this is your process. When talking with potential clients, there is no need to discuss the details of the steps, just the fact that you have a system, the results they can get by going through the system and that it works!
Paige Stapleton, Vice-President