Can you be compelling?

Monday, February 14, 2011.

Let's assume you have answered the big questions I have asked throughout January.  You know what you want for the business, and you have examined your offering so it matches what your market wants.  You are ready to take actions to take you from where you are to where you want to go.

A normal action is to define in words what impact you have on your customers, and what you actually do to create that impact.  All too often, smart business people can organize operations and direct and engage their people, but can't tell me, in 60-90 seconds, what they do for their customers.  Most feel doing this is too old hat and it doesn't mean much, so they label it an elevator speech, unique selling proposition or just a simple marketing pitch and stop there.  Can you describe what you do for customers? Can you do it in a way that is relevant, clear, and impactful?  In our Twitter, Linked-in world, attention spans have shrunk; our choices are many; and we seem almost over educated.  What we need is relevance and a compelling message that stand-out.  Even speed (Twitter), without relevance is useless.

So, Mr. and Mrs. Smart and Successful Monday Morning Reader, how relevant are your thoughts and words to your customers?.  You are at a cocktail party, or sitting next to someone on a plane or you are in front of a new prospect or long term customer.... Explain to them what you can do for your market??  Take three minutes right now and answer this on paper:

-  Who are you? (in the market)

-  What is your offering?

-  What impact do you have on the market? 

-  What promises do you deliver on?

Impact isn't just a list of products or what you do.  It is what you do for the market.  A bright, young financial adviser who reads our Mentors, re-branded his work  He said, "I quarterback all the elements and professionals who are advising my business clients on behalf of predetermined strategies.  This gives my clients what they really want, when they want it."

I heard another from an insurance company executive.  "I help people solve the problems of becoming disabled, living too long or dying too soon."

Last week, on a monthly strategy huddle teleconference call that I do for a world wide organization, the leader described how he had everyone in his organization engaged in understanding their offering and then got everyone to practice describing it and presenting it within 60 seconds.  Whether they were in operations or in the field it didn't matter.  Everyone is engaged in thinking from the offering and doing what it takes to support it.

ACTIONS - Part II

Regardless of what you do for your company, some of the things you should do are:

 

1.Engage in the offering analysis asking what impact does our offering have, as it relates to what our customers want?

 

2.Write down your offering and the promises you make to your market.

 

3. Practice it, in front of associates and friends.  Ask for suggestions and improve on it.

 

4.Get everyone on your team to know it so they get it, feel it, mean it.

Every time you are out in any business or social situation give it.  At the beginning of business meetings, group presentations, (one slide), proposals, etc.  Turn on your market.  This is not something you read about.  This is something you do.  You are a highly, productive business player.

Have a great week!