The biggest question for clients is always, “what is your value?” They want to know why they should spend money to acquire your services. This is a great question that many, particularly small business owners, do not always stop to think about.

As small business owners, we get excited about sharing stories and information about what we do because it’s our passion. We get fixated on how we can help our prospects solve their problems. We might ramble about what we provide or what we can do. We can solve their issues if they trust in us and purchase our services, right?

Unfortunately, it just doesn’t work that way. Although it would be nice if every prospect, after listening to you for 15 minutes, said, “but of course, that’s exactly what I need.” Snap, snap, wake up to the real world. That’s just not going to happen, so let me share with you a few strategies that can turn your clients on and generate more business.

Here are three steps to convincing your prospects you’re worth their money:

1. Stop and listen.

Active listening is key. Don’t let your mind wonder off. Don’t start thinking about what you’re going to say. Don’t cut your prospect off to inject your brilliant thoughts, either. Instead, be in the moment and listen to what your prospects are saying. You can ask clarifying questions, but your job is primarily to listen and gather info.

2. Identify what’s most important to your clients.

Identify what matters most to your prospects. What are their needs? What are their pain points? What are they currently experiencing? What are they looking to change? What do they aim to accomplish now? Take a minute and ask yourself if you’re truly listening for those cues that shed light on their specific needs.

3. Showcase your added value.

Succinctly highlight your added value. Once you’ve listened in and identified some possible areas in which you can assist your prospects, then you must be able to show them that you bring value. How do you do that? Do you cut costs, do you decrease turnover, do you increase performance? What do you do for your clients that is going to make them feel like they truly need your services? What services do you provide that will make business better for them?

WIIFM (What’s In It For Me) is alive and well. If small business owners want to grow their businesses, they must be able to quickly identify and successfully communicate to their prospects and clients WIIFM for them. The way to do this is to listen, identify their needs and show the projected return on their investment.

How well are you listening for client cues that can help you demonstrate added value?

Karen Gregory is a behavioural scientist and the president of HRSS Consulting Group, a firm that provides organizational development, leadership training and executive coaching services. To learn more about how HRSS Consulting Group cultivates high-performing workplaces, visit our website: coaching services.