4 Questions Every Prospect (and Client) Is Asking

 

Did you know that when you meet a prospective client—or anyone who doesn’t already know you, your firm, or your business—there are four questions usually top of mind?

Who are you?

What do you do?

What value do you bring?

Who do you work with best?

Let’s break those down:

1. Who are you?

This isn’t just about your job title or firm name. It’s how you describe yourself in a way that sticks.

Even your best clients need to be reminded of what you actually do—because they forget.

Fill in the blank:

We are a __________________ firm. (Wealth advisory, consultancy, practice, etc.)

2. What do you do?

You don’t just sell products or push services.

You solve problems. You make something better, clearer, faster, safer, easier.

But… can you say exactly how?

Ask your favorite clients:

“Why did you choose to work with me instead of someone else?”

Listen for patterns. That’s your value.

Try this language:

We help clients…

Improve __________

Protect __________

Reduce __________

Enhance __________

3. What value do you bring?

This is the outcome—not the deliverable.

Can you describe how clients are better off, not just what they got but how they changed?

Try this:

Clients who work with us typically…

Increase [X] by [Y]%

Save [Z] per quarter

Reach [goal] faster or with less friction

(Tangible is great. But if not, clear and specific works too.)

4. Who do you work with best?

Not just “anyone with money.” (Please no.)

But the ones who get you. The ones who value your approach. The ones who come back—and refer others.

Describe them:

Industry

Role or title

Stage of business or life

Mindset or values

Why you enjoy working with them

This is how you package your expertise, speak to the right people, and get the right work—again and again.

Bottom line:

Marketing isn’t magic.

It’s clarity and consistency over time.

And yours is a relationship business.

So start with the questions that build those relationships.

As coaching great Vince Lombardi said:

“The best defense is a good offense.”

When you anticipate these questions—and proactively answer them with a clear positioning statement—you’re playing the kind of offense that delivers results.

One last question for you:

How do YOU describe what you do?

Reply and tell me your favorite way to say it.