How to Create Value, Attract More Clients and Charge Higher Rates to

INCREASE SALES!

Ray ReyesChief Executive Officer

Latitudes Training, Coaching and Consulting

www.latitudescoach.com

1

How to Increase Sales

• Create value• Attract more clients• Charge higher rates

6 principles to creating value1. Know your client2. What problems can you solve?3. Understand your client goals4. Do Customer Centric Marketing5. State your purpose6. Be an expert!

Create Value

Know Your Client

• Impact of the project on your client• Create a system• What is really important to the client?• Case studies• Problem solver or vendor?

Create Value

What problems can you solve?

• Win more business?• Communicate with existing customers?• Train employees?

Create Value

Understand your client goals

• Make more money? • Save time? • Be more competitive?• Know the ROI to show your client YOUR

VALUE• ROI for prospects

Create Value

Know the benefits

• What in it for the CLIENT?• Good translation – Bad translation• Competitive edge• Looking to the Future

Create Value

Client Centric Marketing

• It’s all about the CLIENT• How are you Helping, Giving or Serving?• Don’t focus on what you do• Share the problems you have solved

Create Value

State your purpose

• State your “WHY” before your “WHAT”• Passion attracts passion• Well defined Mission Statement• Be bigger than life

Create Value

Be THE expert!

• Focus, Focus, Focus• Expertise = Client needs

• Broader scope, more work, lower rates, less money.

• “Jack of all trades, master of none”.

Create Value

1. Focus, focus, focus be the expert2. Join your clients’ marquee associations3. Go to industry events4. Clients’ trade publications5. Communicate your expertise 6. Communicate your VALUE on your

website

Attract More Clients

Focus, focus, focus1. Identify a single industry2. Possibly a single discipline3. Stay updated4. Know the players5. Get involved

Attract More Clients

Communicate your expertise

1. Achievements and accomplishments2. What problems you have solved for other

clients?3. Work history4. Skills, training, technology5. Education

Attract More Clients

Communicate your VALUE

1. Website (mobile app)2. Blogs3. Emails4. Business cards5. Newsletters6. Client testimonials

Attract More Clients

Go to industry events

1. Client trade shows2. Award dinners and gala’s3. Association conferences4. Volunteer5. Holiday fund raisers

Attract More Clients

Client trade publications1. Advertise2. Contribute articles3. Subscribe

Attract More Clients

Associations1. Join the Association that your marquee

clients are members of2. Develop key relationships3. Become a Preferred vendor4. Be a guest speaker5. Co branded marketing

Attract More Clients

“Pricing builds or destroys value faster than almost any business action.” Frank Cespedes, Harvard Business School

Charge Higher Rates

1. Never compete on price 2. Solve a Problem3. Provide Value-Added Services4. Be the Expert5. Create Loyal Customers

Charge Higher Rates

Competing on price1. There’s only 1 of you- NO VOLUME

DISCOUNTS2. Be able to say NO3. There’s only 1 Wal-Mart

Charge Higher Rates

Be a problem solver1. Understand the project2. Ask questions3. How can you solve the problem?4. Identify and communicate the “pain” or

“goal” for the project

Charge Higher Rates

Be the expert!1. Remember YOU are the expert2. Explain the end-to-end translation process3. Understand the review process (reviewer) 4. Know your clients industry 5. Their industry – Your translation6. FOCUS

Charge Higher Rates

Loyal customers1. Constant Communication2. Ask them critique you (easier than asking

for a referral)3. Set expectations early4. Under sell Over deliver5. Try to get to know them outside the office

Charge Higher Rates

REMEMBER THE KEY TO CHARGING HIGHER RATES IS TO:1. Never compete on price 2. Solve a Problem3. Provide Value-Added Services4. Be the Expert5. Create Loyal Customers

Charge Higher Rates

Increase Sales!

•Am I creating value?•Am I doing what I need to attract more clients?

•Can I charge more?

Charge Higher Rates

THANK YOU!

rreyes@latitudescoach.com

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www.latitudescoach.com

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