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Here’s the scenario:
You‘re at a gathering and you come across someone
who would be a perfect client for your business.
You engage in a conversation and the inevitable
question comes up. “What do you do?”
You get excited, your eyes light up. “This is it,
this is my shot, I’ll get him now” is the thought
racing through your mind.
“Well, I am a small business coach.” You say as
you anxiously await for him to tell you how you
are the answer to his prayers.
“Oh, I see…uh…I think I left the lights on in my
car…uh…it was nice talking to you, bye”
And you watch your perfect client rush away to
find someone else to talk to.
It’s important that you are able to communicate
what you do in ways that will help your
prospective client understand that you are a
solution to his problem. How you position
yourself is the difference between getting that
“deer stuck in the headlight” look from your
prospect or having someone ask you for more
information.
Positioning revolves around your core marketing
message that clearly states who you work with,
what problems you solve, what solutions you
provide, what benefits you offer, what results you
produce, what guarantee you give and what is
unique and special about your particular service.
Positioning is the foundation that you build the
rest of your marketing upon.
Here are two things that you must NOT do:
Do not use your label, this is a sure-fire way of
ending a conversation quickly. How many times
have you told someone, “I’m a coach” and they say
“oh, what team?” or “how nice” and they quickly
change the subject. Chances are that when you
open with your label, if you get a continued
conversation, that person is only being polite.
Do not use the process, for instance, a coach
might say:
“I help people discover their excellence by
co-creating the positive environment needed for a
powerful conversation by having a two-way
structured dialogical process that goes beyond
basic listening skills and includes multilevel
hearing and co-active interaction by the coach.”
If your strategy is to have the “deer in the
headlights” look in every prospect’s eyes, well
this is the one for you.
When you, the business owner communicate the
process of what you do, you are still not reaching
your prospect by communicating what’s in it for
them. They will be confused and they will run as
fast as they can.
Package your services verbally so that you can
communicate in a crystal-clear fashion what you
can do for your prospective client in a nutshell.
Here is one thing that you MUST do:
Communicate the problem, then the solution. This
approach works so well because people are living
in, thinking about and totally immersed in their
problems. So, if you relay a problem clearly and
quickly and show that you do indeed understand
that, you’ll get their full attention in a
heartbeat.
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