Conversations that start with the promising and potentially illuminating question: “so what do you do exactly?” more often than not meander down the road of obfuscation. The most prevalent example of which emanates from virtually every politicians mouth when asked a direct question.
If we can’t explain and condense into a few words or sentence that which consumes most of our waking hours, what hope have we in attracting an audience, tribe, customer, advocate or indeed an interest in further engagement?
If you had to define in just 3 or 4 key words what your business or passion represents what would they be?
If you want to slam the door shut and kill a conversation before it starts, then answer the question with a meaningless retort “I’m in sales” or even less enlightening “I’m in I.T!”
Having spent years selling millions of dollars of an eclectic assortment of goods and services to an even more eclectic cross section of the community, I’ve come to the opinion that I’ve never actually been in sales. Many of us may lazily define that which we do as: ‘selling’ but selling is merely the process of any transactional experience.
Having read more books on the subject of mastering this nebulous concept labelled sales than I care to remember it occurs to me that they all devolve into one core principle. “It’s all communication stupid.”
If I had to use just three words that adequately would sum up my business intentions they would be the following. ENGAGE, INFORM and INSPIRE. These three descriptions represent the DNA or lifeblood of everything we do. Whether we’re attracting, or training team members, affiliates, future prospects or clients, the key proposition remains consistent.
We don’t define any of our processes as sales presentations, or sales transactions. This may seem to be pedantic, but once we are clear in our own mind (and reflective in our written or unspoken mission statement) as to what we’re trying to achieve then authenticity and trust emerge.
I’ve never been fond of the elevator pitch. This presume that we should be always prepared for any random encounter with a quick draw clever summation underscored by an intention to prospect (sell) anyone who crosses our path.
Your defining 3 or 4 words are for use in authentic conversations with interested parties. They should also flavour the body of your website or social media profile content. If I jump on your LinkedIn profile I am no doubt looking for more than a 3-4-word summation of what you are about, but equally it’s more than likely that I’ve only reached that point of curiosity via some prior touch point.
Having perused hundreds of well crafted resumes presented by highly credentialed candidates I’ve noticed a pattern exhibited by most of the successful applicants. Those who in their cover through intent or fortuitous accident reflect back those magic 3-4 words that represent our ethos.
Engagement is the glue around which all relationships begin and are sustained. We live in an increasingly white noise world. Fleeting Facebook, Twitter, Pinterest, sponsored Blogs whose combined content is ubiquitous. Like attempting to catch raindrops in a glass most ebb away never to be digested. But occasionally a sound or word byte filters through.
Me? I’m a sucker for authentic engagement and inspiration, and content that conveys that tends to get captured in my narrow funnel of attention.
Find your key 3-4 descriptive words that cut through the BS or obfuscation and clearly reflect what you and your business are all about and marvel at how others on the same wave length start to show up in your life, inclusive prospects, clients and friends yet consummated
Connect Below would love to engage with you....