List five things you do for each type of client that no one else does. Start with one for each and build from there.
The idea
This one comes from Lance Pendleton, my coaching partner: five things you do for sellers and five things you do for buyers that no one else does, built right into the listing presentation. Generalized, it's five things for each type of client you serve. Most people won't do this, which is what makes it work.
How to do it
Name your main client types.
Brainstorm the beginning of five things you do for each that no one else does.
Don't wait for five. Start with one for each and build to several.
Build the list into your pitch, the way agents built theirs into the listing presentation.
Share ideas with peers. In our community, people added theirs to a master doc everyone could see.
Example
Say you're a consultant with two kinds of clients, startups and established companies. You might start with one item each: for startups, a free 30-day check-in after the engagement ends; for established companies, a written summary their leadership can forward.
Watch out for
Listing things everyone does. The test is "that no one else does."
Sources
From Zvi's coaching program
Related frameworks
Perceived vs. Actual Value: Labels like "trusted advisor" mean nothing to clients. Explain the invisible work you actually do every day, and that becomes your value.
The What's Broken Method: List everything customers hate about your industry, then show how you fix each one. Become the fixer.
Three Channels of Uniqueness: Every exposure people have to you can show three things: your unique value, your unique voice, and the market you serve best.
Touchpoint Integration: Map every touchpoint in your client lifecycle and add a small piece of your unique value to each one.