Do You Have A Message So Compelling It Practically Forces Your Prospects To Buy?
How many times has someone asked you…”what do you do?” If you’re like me, it’s happened to you hundreds, if not thousands of times.
Most people respond by saying: I’m a lawyer, I’m a lender, I’m a retailer, or possibly I’m the CEO of a Technology Firm. Not very compelling is it?
Most business owners/executives just tell people exactly what they do, or give them their title. If you’re hoping to peak someone’s interest, that’s probably not the best way to do it.
Knowing the right way to position what you do can be the difference between making a connection with someone that can potentially lead to a relationship (and a transaction of some sort), or just getting a smile from them.
The truth is…when you meet someone you don’t know, unless you can create an immediate connection, there’s a pretty good chance they won’t care about who you are or what you do. What they do care about is themselves, and what’s important to them. The key is to always frame what you do in terms that will resonate with others.
For example, instead of saying “I’m a lender,” what if the lender said…”I provide specialized loans to medium sized companies in the technology and manufacturing sectors at the lowest prices in the industry”.
If you were the CEO or CFO of a technology or manufacturing firm, after hearing that, you would probably be compelled to say “could you tell me more about how you do that”. That’s the magic of an effective “10 second pitch.“
A business advisor could say “I’m a business advisor”, or say “I help CEOs and business owners to out-think, out-market, and out-sell their competition”. Which one do you think would be more apt to start a conversation?
The cost to you is enormous if your 10 second pitch isn’t magic.
When was the last time you evaluated your 10 second pitch? Do you have a follow up 30 second pitch in the event someone says “how do you do that?” If you don’t, you’re probably losing opportunities to your competition. Your message is the heart and soul of your business.
At your next meeting ask your team members “What do you say when someone asks you what do you do”? If their answer is weak, help them develop it into a “million dollar message”. One that will more effectively serve them, and your business.
As always, have a great week.
Henry
P.S. Want to work on your sales process, or improving the performance of the people who work for you?