What is your company’s uniqueness? This is a really important part of the equation as you go out to explain what it is that your company creates.
The best way to start is to list all the different features of your product. I think this is the easiest way to get all the juices in your brain flowing and moving. Everyone seems to be able to tell you what their product does, who it is good for, how you can use it.
Once you have come up with that list, throw it out. What?? That’s right, throw it out!
Often times as product creators, we start listing the features of our product as soon as we get an open window to talk about what we sell. Have you ever done that and just had a glazed look over your prospect… or just that polite, “oh really” combined with the token head nodding?
Well, in today’s market when you have literally 15seconds to captivate your prospective customer (or 140 characters…including spaces! If you are on twitter!) listing off what your product does will not engage your prospects.
Instead of throwing your information at someone, you want to be building a relationship and have someone engaged and participating in the conversation with you.
Take the juices that you already have flowing about your company’s uniqueness and features about the product… now, instead, turn it into a single statement that has your prospect asking more.
Your statement needs to be bold to perk attention. And if it is in your personality, even a bit sassy too. The reasoning behind this is that you want to engage the customer to ask you questions. Once they ask you questions, they become a part of the conversation instead of just given a sales pitch.
There have been times that my statement doesn’t trigger an expanded conversation. If this happens more times than it does, then perhaps you need to re-visit your statement. Business is organic and you need to always be re-evaluating and changing with what works and what doesn’t.
But if it only happens some of the time, by forcing a sales pitch and risk sounding like a walking salesman, to someone who is clearly not interested in the conversation, you are just wasting your time. Let it go! By coming from a mindset of abundance, there are plenty of fish in the sea, you will then be able to build a relationship based on something else you may have in common with the prospect.
So, start brainstorming… starting putting together what your statement is that will captivate and engage your customer!
It is very important question to figure out at the beginning as you need to be able to set the right foot forward as you start to bring your business and your product into the world.
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