By Jeff Klein
It’s Spring, the season of new growth, rebirth, and renewal. Maybe it’s time for a new way to tell the world about your business. A new way that is unique to YOUR solution. A new way so people will want to talk to you about how you solve their problems; how you make their world a better place.
People will PAY YOU if you show them you can solve a problem they have in a way that improves their lives. Ultimately, that’s why we are in business, right? To solve our clients’ problems. So, ask yourself, out loud, “How do I make my customers’ lives better?”
Thanks go out to my good friend and Trainer of Trainers, marketing genius Sherry Prindle (http://sherryprindle.com,) who reminded me in her talks to keep asking,
“So What?” until you arrive at great answers.
“We help people save money.” So what.
“We help them keep more money in the bank.” SO what.
“We give them peace of mind.” SO WHAT!
“We help them drive the car they want.” Tell me more.
“We help them go on vacation.” Sounds good.
“We help them send their kids to college.” NOW You’re Talking!!!
See how we went from some generic description that so very many businesses use to something that is concrete and solves a problem that keeps people awake at night?
Try this at home. It’s perfectly safe and there are no disclaimers necessary. State a problem you solve from your CUSTOMER’S point of view. Why should they care? Keep answering your statement with, “So what?” until you arrive at a clear statement of how you improve their lives in a way they will stand up and take notice.
Imagine your final statement on a billboard along the highway with your phone number. Don’t stop until that billboard would be so compelling the prospect would have to pick up the phone and call you.
I call this final statement (“We help them send their kids to college.”) your Product Statement. Your business category and everyone-else-says-that statements are Commodity Statements. Commodity Statements are not compelling and don’t help you stand out. Product Statements prompt people to ask for more information.
Product Statements are Conversation Starters while Commodity Statements are Conversation Killers.
Guess what else Product Statements are? They are the answer to that question everyone asks, “What do you do?”
Can you see how your Product Statement will start a conversation? “How do you help people pay for college?” Now, you have the opportunity to share some stories about how you’ve changed your clients’ lives. Not your process! Their results.
And please, even though everyone else is doing it, stop asked, “What do you do?” Stand out by asking better questions:
“Who do you want to meet?”
“Who is a good referral for you?”
“Who is a good referral partner for you?”
“What do you need next?”
“Who’s your next, best customer?”
And be prepared to offer real introductions when they answer your question.
You’ll likely be amazed at how many more quality introductions you’ll get and how many more qualified prospect meetings you’ll have if you make these two changes:
Use your Product Statement to start conversations.
Ask leading questions so you can help everyone you meet with introductions.
Now get out there and connect!
Jeff Klein offers regular Business Networking Bootcamps and a website full of free and paid content to help those responsible for generating revenue at (www.Jeffs30Seconds.com/Education) and Jeff@JeffKleinSpeaker.com.