Are you clearly fulfilling a need?

[Robert Gerrish]

Hi All
I was recently at a networking event where I met an alternative practitioner who after lamenting that business was very slow, proceeded to baffle me with a description of his work that was all about 'process'. I came away knowing what he did (almost!), but with no clear idea regarding the benefits to me.

Frankly it all sounded a bit fluffy and inconsequential, a luxury I could easily do without. I suspect that a different approach may have left me feeling that here was something I really needed. A necessity.

In next week's FS newsletter I'm exploring this topic of positioning and how (in my humble opinion) too many soloists get perceived as a luxury service rather than a necessity.

It's all about language isn't it? What are your thoughts and observations?

[Burgo]

I agree some people just get carried away with their own importance and miss the point.

'Keep it simple, Stupid" an old accounting term.

I like the tell me what you do in 30 seconds ( because thats my concentration span).

As you and others on the forum know I can talk for hours about nothing and yes it becomes boring.

By keeping it short and sweet people can ask questions to find out what they need to know.

(Wish I could practice what i preach)

Thats my two bobs worth

[LeelaCosgrove]

Couldn't agree more Robert!

That's why we focus on the Unique Value Proposition - as Burgo says, it's a 30 second descriptor of what your business does ... but from a point of view that looks at the VALUE of what you do to your CLIENTS.

Often, when people first start out in business, they fall in love with their own product. And it's just like any new love - all of the flaws are "cute", anyone who doesn't like it is "just jealous", you talk about it non-stop without any regard as to how boring you're being ...

After a few years, when the initial honeymoon phase wears off, people tend to start to see things a little more objectively ... but at this point, you need to understand HOW to communicate your value to your clients or your dead in the water ...

I always tell people ...

"Your business is like CRACK to someone ... there are literally people out there right now who need what you do so desperately ... who are LOOKING for you ... and when you can match what you do to their needs, you'll become their heroin ... "

Our job, as business owners, is to distill what we do so that those clients can find and identify us quickly and easily.

Otherwise, we're doing ourselves AND our clients a huge disservice.

[peppie]

Hmmm, yes, a very reasonable observation Robert.

If you look at my "About Me" on my website you will see that I have Technical background (in electrical/electronics etc.). But you may also perceive that my training and experience is more from the practical side, not quite so much the heavy theory thing.

One of my big beefs with people in my sort of sphere of work is when they drop into technical speak that hardly anyone can understand (or are too polite to say so). Most people just simply don't understand the technology that I deal with every day. I see my role as being able to explain it in a way that makes sense to THEM. And one of the things I am working on in the course of severely upgrading my website and marketing style is an email newsletter (and maybe other things of the like) that will be be pitched in this way, helpful information.

One of the responses I most hear from my clients is along the lines of "I had some idea it could be done, but just didn't know how it could be done".

[Blueedge]

I have to agree with the keep it simple stupid slogan.........my attention span isn't great either The worst offenders are the technical geeks though (I should know, living with one) all too often I drift off into a world of my own just because I have no idea (or if I am truthful) no real interest in what download speed or upload speed that is.....who cares as long as it works.

[BrightBiz]

This is so true, one client I recently met with needed someone to manage all the tech things behind the scenes of their booking system and website. Well it is techy but seems pretty basic to me, for them though it was like another world which they said quite clearly "they don't want to understand how it works".

This made me think about what I say when speaking to people about what I do, really they just want to know what the results and benefits are, not about "HOW" the results or benefits are achieved!!!

[BrightSpark]

As a business, your role to to remove the problems of your customers. They have come to you normally because they have heard somewhere that you are good at helping out someone else with problem and so they then recommend you to their friends. The more you can relate to the customer at their level and in their terms the better repor you will have.

[Firefinch]

When somebody asks me what I do, I usually say "I help business websites to get found on search engines like Google." From that point they either know what I'm talking about or proceed to ask more.

[IconTim]

Great post Robert and I particularly like the accompanying email where you expanded on it

Nobody who ever bought a drill wanted the drill, they want the hole - its an old saying yet is so powerful and valid.

If you base your 30 seconds, your elevator pitch or your audio logo around this concept, you will be way more successful - especially as not many other people do this

Cheers

[FinSpec]

Many many years ago, a good friend of mine introduced me to the elevator pitch - make sure you can explain to someone what you do in the time it takes to get to your floor. I'm on level 4, so I went with a short one:

I help people to have a great life. This usually prompts people to ask more - of which it's time to get out of the lift, but I usually leave with a business card

Love the one on the drill, I think I'm going to have to use that one day

FS