So what makes you unique? Who are you? What company are you with? And how do you creatively explain what you do?
Being a business development consultant that specializes in Social Media Strategy and Whole Brain Approach has been difficult this past year. (No, I’m not complaining just stating facts.) Every time I say what I do, someone inevitably states, “We do the same thing”.
When I first started working with “Social Media”, around seven years ago, there were very few people who knew what “Social Media” was. Let alone its value to business and how it would change the way companies do business. Or they only knew a few of the players and had no idea about Second Life or Kaneva. Virtual worlds that have become more conducive to business interaction in the last few years.
Anyway my point is that when I started the words “Social Media” were unique enough to draw interest. Now I’m just another fish in the sea and everyone has jumped on the social media bandwagon, from PR companies to Advertising and Marketing agencies.
So how do I set myself and business apart? I go back to the basics. Here is the exercise.
Adapted from Jeffrey Gitomer, “Sales Bible”
Instructions: Fill out this exercise below. Read it from top to bottom. Add a few personal pronouns. Time it. Practice it. Study it. And voila!
My Company Name:
These first two are pretty self-explanatory.
What I do:
Now don’t make the mistake of saying you print materials or you provide business development consulting. I love what Timothy Ferris from “the 4-Hour Work Week” says when asked this question, “I’m a drug dealer”. This is usually a conversation ender but I thought I would share it anyway because I love the answer. Go read the book and find out why he answers that way.
OK, so what should you say? You should say something that involves action items and makes the person look at what you do differently. I’m still working on mine but it goes something like this:
We help companies draw new talent and new customers by creating a Whole Brain Approach to their business development strategy.
Notice I am getting away from the words Social Media. Although what we do in the message above is help them with their Social Media Strategy as part of the business development strategy.
My Power Questions:
“When formulating your power questions for your commercial, ask yourself these…questions.”
- What information do I want to get as a result of asking these questions?
- Can I qualify my prospect as a result of the question
- Does it take more than one question to find out the information I need?
- Do my questions make the prospect think?
- Can I ask a question that separates me from my competitor?
You need to ask questions to be able to close your 30 – second commercial with a call to action. Make sure there is a closing statement or question that ensures another contact.
I personally am not a big fan of lists of questions, I prefer a guide to be able to respond to the person’s answer from my previous question. So here is a quick guide:
Situation – What is the current situation (of their business related to what you do)?
Objective – What are their objectives? (Usually it is to better the situation, this can be more sales, more talented employees, larger sales, better communication, and so on.
Challenge – What challenges are they having in reaching these objectives?
Impact – What impact is this having on them? (Make sure you ask about the impact to them. The answer they give will tell you a lot about the person you are speaking to.)
Trial – So in order to reach your objectives you need to (fill in the blank) Example: So in order to gain new talent you need to improve the current employee environment of communication to the Executives?
There is a lot more that goes into the above guide, but it is a good place to start.
My Power Statement:
How Can I Help?
Why Should The Prospect Act Now?
Have a call to action statement that gives the person a reason to act now.
Example: I specialize in reaching new talent and helping businesses communicate to their employees, vendors and customers in a way they want to be communicated with. I know you can’t afford to be sending out messages that don’t reach your Whole audience in these times. So let’s meet for breakfast and discuss your latest objectives and how you are communicating those objectives to your customers. If I think I can help you, I’ll tell you. If I don’t think I can help you, I’ll tell you that too. Fair enough?
I know this is getting too long-winded, but I want to end with How to Deliver the 30 – second commercial:
- Be brief
- Be to the point
- Be remembered
- Have power questions and power statements ready
- Get the information you need
- Show how you solve problems
- Pin the person down to the next action
- Have Fun!
- Time’s Up – (When you have delivered your message, made your contact, and secured the next meeting or action – move on.)
Lot’s of information to digest. Sorry for the lengthy Blog.