Nobody Cares About Your Expertise; They Care About Their Problems
Let’s be honest. You’ve spent years honing your craft, stacking up certifications, and proving you’re the real deal.
You know you’re good at what you do. So why is it still so hard to land clients?
I used to think my experience alone would do the talking. That people would take one look at my track record and say,
“Victor, you’re exactly who we need!” Yeah… that never happened.
I still remember pitching a client once, running through all my credentials, listing every impressive thing I’d done.
They smiled, nodded, and said, “We’ll be in touch.”
Guess what? They never called back, and I know I’m not the only one who’s been there. Ever felt like you’re talking to a brick wall?
The Harsh Truth: Clients Don’t Care About You
One day, a prospect hit me with a response that stopped me in my tracks.
“I don’t care how great you are. Can you fix this?” Ouch!
But that moment flipped a switch in my brain. I realized I was making it all about me when the only thing that mattered was them.
People Don’t Pay for Expertise—They Pay for Solutions
Think about it. Would you go to a mechanic because they have 15 years of experience? Or because your car is making a weird noise and you need it fixed ASAP?
Would you hire a personal trainer because they hold three certifications?
Or because you need to drop 10 pounds before your wedding?
See the difference? People don’t pay for credentials. They pay for results.
And if you’re not speaking directly to their pain points, you’re losing them.
The Big Shift: From ‘Look at Me’ to ‘Let Me Help You’
Once I figured this out, I changed my entire approach.
Instead of saying, “I have five years of experience in X,”
I started asking, “What’s been frustrating you the most?”
Instead of listing my skills, I focused on their challenges and how I could solve them…and guess what?
Clients started saying yes.
“People don’t buy products; they buy solutions to their problems.”
Jay Abraham
Founder, The Abraham Group, Inc.
The Simple Formula to Make Clients Say ‘Take My Money’
Let me break it down for you.
1. Lead with Their Problem, Not Your Resume
Nobody wakes up thinking, “I need a coach with 10 years of experience.”
They wake up thinking, “I need help getting unstuck.”
So instead of saying, “I’m a certified digital marketer,”
Say, “I help businesses increase conversions by 32% in 90 days.”
See the difference?
2. Ask More, Talk Less
Most people in sales talk way too much. Your job isn’t to convince—it’s to understand. Next time you’re on a call, try this:
- “What’s been the most frustrating part of this process for you?”
- “What does success look like for you?”
- “If I could take one thing off your plate right now, what would it be?”
When you ask the right questions, you don’t have to sell. They sell themselves.
3. Frame Your Offer as a Solution
Stop selling services. Start selling outcomes.
Instead of, “I offer social media management services,”
Say, “I help brands go from zero to 10,000 engaged followers in six months.”
People buy results, not services.
4. Show Proof, Not Promises
Anyone can say, “I’m an expert.” But proof? That’s undeniable.
Try this:
- “My last client saw a 42% boost in email open rates.”
- “I helped a struggling brand increase revenue by $15K in 60 days.”
Let the numbers speak for themselves.
The Takeaway: Make Their Life Easier, and They’ll Make Your Bank Account Happier
Once I made these shifts, everything changed. Clients stopped ghosting me.
Sales became effortless. Revenue started climbing. Because at the end of the day…
- People don’t buy expertise. They buy solutions.
- They don’t care about you. They care about their problems.
- The sooner you focus on them, the faster they’ll say yes.
Next time you pitch your services, remember: Make it about them, and they’ll make you money.
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I’m Victor. I help businesses and creators connect, communicate, and convert through storytelling. Follow me on LinkedIn for more insights on content that gets real results.
