howtogetmoresales

howtogetmoresales.com

Generate more business by motivating your customers, your team and yourself

Are You at Risk of Being Misunderstood

I was talking with my friend Susan recently about another friend, Carole, who has just started her own business. “I’ve asked Carole twice about her business and I’m still not sure what she does” says Susan.

We both agreed that it was something to do with event organisation but we weren’t really clear.

This is a real pity because Susan, as the General Manager of a local business could use the services that Carole offers. However she’s unlikely to do so when she doesn’t know what it’s about.

When people ask you what you do or what your business is about, make sure you say something that grabs their attention and makes them want to hear more.

What you say needs to be:

A brief description that says exactly what you do and who you do it for

A benefit statement that offers value to your customer or client

Short and punchy – 10 to 20 seconds maximum

Not glib or sickly

Variable – you should have different statements depending on who you’re speaking to

Delivered with enthusiasm and energy

Associated with good feelings – appeal to the emotions

Something you can use on various occasions – over the phone – on your business cards – brochures – website – email signature - letterheads

Something that grabs attention and makes the other person want to learn more

Here are some examples of benefit statements from people in –

A computer or software business – “I show small business people how to get more out of their computer systems so that they can improve their customer service and get more sales.”

A marketing business – “We improve a company’s image so that they can get more profit from their business.”

A financial business – “I show people how to save money so that they can have an enjoyable retirement.”

So put this to the test - write out your benefit statement and practise it until you’re comfortable with it and it becomes part of you.

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