If you can’t describe what your product or service will do to improve the business position of your
prospective buyer in under 2 minutes then you need to rethink.
If it takes you longer than 2 minutes to explain then one or both of the following are happening:
- You don’t understand your business well enough
- You don’t understand your prospects business/markets well enough
Note: we’re not talking about your elevator pitch, you should be thinking about the one statement that sums up what it is that you deliver for the prospect to help him gain market share, build margin, create value for his buyers.
Once you have that, the statement should be delivered in terms of the ultimate benefit for the buyer.
Also – note the phrase above ‘to improve the business position of your prospective buyer’…or let me phrase this another way.
How will what you deliver to your prospect make him better able to serve his clients?
How will what you deliver to your prospect make him better able to challenge his competitors…and win?
How will what you deliver to your prospect make him better able to build value, and therefore margin into what he is offering his clients?
Because, if you can’t make it easier for your prospect to do business in their markets then he really shouldn’t be buying from you.
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