A Concern
From A Desk of Gman Reader:
I have
what I consider a clear "elevator speech" or "value
proposition." What I am not so confident of is my ability to express in
the next 2-3 minutes what I can do for a client. What I do is pretty complex
and depends on the client's need but I seem to fumble the explanation.
This is not
unique. In the absence of specific details on the client situation, needs,
capacity for change, resources, and history, it often requires some restraint
for a sales, management or customer service not to reply "it depends"
in response to an inquiry of "what can you do for me?"
Where we get tied up is in balancing a clear general response with our wealth
of knowledge and experience in similar situations. This is not the time to tell
everything you know, especially since, until you know more about the situation,
your experience may or may not be relevant, or the information premature.
Try this. Explain to a high school senior or college freshman what service you
provide to managers and businesses. Ask them to explain back to you what you
do, and be open to clarifying questions. Once you can explain your service in a
way that doesn't require specialized knowledge, you will have the basis for a
2- 3 minute introduction to your services.
Several years
ago I was the guest speaker for a Professional Employer Organization which is
known as a PEO. In attendance were
owners and managers of various PEO companies in the Midwest. I began the 3 hour event by going around the
room and asking EVERY owner to describe their business. “WHAT DO YOU REALLY DO?” Nobody could give me a definitive answer past
the usual, “give great service, take the worries off your shoulders, do your
paperwork, etc.” And this makes my point
exactly. If you can’t describe yourself
and/or your company in a very few short lines, all you are doing is
contributing to an upcoming misunderstanding.
Removing all the jargon, historical examples, and arcane references to the best
practices literature on consulting will give you a clear, understandable and
concise pitch that connects on an emotional, not intellectual, level. Ask your
staff to define, “who are we?” Refine
that and put it into logical, coherent and meaningful sentences.
As always, I wish you a tremendous week of growth, good health and prosperity.
Regards,
George F. Mancuso
