By Alan Graner
The following is based on The 10 Commandments for Building a Value Proposition that Sells by Mike Schultz, a RainToday.com Special Report ©Rain Today 2010. You can download the free report at http://www.sellingconsultingservices.com/downloads/10-Commandments-Report.pdf (no registration required).
Disclaimer: Daly-Swartz Public Relations has no connections with Rain Today.
How do you sell the value of what you do if you can’t describe it?
Let’s say you’re networking and someone asks the standard question: “So, what do you do?”
And you have a difficult time explaining it because what you do is complicated. Or you offer customized solutions tailored specifically to each individual. Or you can’t quantify your results. Or your services are viewed as a commodity.
In these circumstances chances are you’ll revert to the good old standby: the elevator pitch.
Elevator pitches are OK if you only have a brief moment to explain what you do.
But if you’re carrying on a conversation, an elevator pitch is deadly.
The problem with elevator pitches
You’ve probably recited your elevator pitch so many times it sounds scripted. A one-size-fits-all solution that doesn’t offer your prospect a reason to be interested.
Moreover, in using your elevator pitch to explain what you do, chances are you’ll commit one of these strategic mistakes:
- You’ll use industry jargon or business-speak that basically means nothing (yawn).
- You’ll tell your entire life story (double-yawn).
- You’ll recite a laundry list of what you offer (snore).
None of these statements tell prospects what you do, why they should be interested in your services or why they should even continue talking to you!
How can you connect with prospects?
You connect with people by describing the key elements of what you do, who you do it for and what typical outcomes they can expect.
You do it by creating a value proposition.
Download the special report and find out.
How do you explain what you do?
Image: Warren B. via Flickr®
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA marketing communications firm. For a public relations campaign that makes you stick out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.