The main reason that some people take opportunities when they arise, and others do not, is that some people are ready.
They have their Business Plan ready and all they need to do is take advantage of the opportunities.
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Are you ever in the situation where you are introducing yourself and your business and do not know quite what to say? Here are three important tips for establishing your expertise and impressing your potential client.
1. Develop a killer “elevator speech”.
You may have heard this phrase before; it’s a standard response of one or two sentences that quickly summarizes the essence of your business or service, identifies your target audience, and the benefits customers might expect.
Let us say for example you train real estate agents to successfully get new clients and property listings. You might say something like “I teach residential real estate agents to increase their new client base and property listings by 20% within 30 days.” Or if you were a life-coach specializing in balancing work and home life you might say “I teach busy professionals how to balance work and home life to make them 10% more productive on the job and 100% happier at home.”
There are several important factors in your elevator speech.
First you need to be able to describe what you do in a few words, not an entire paragraph. Second you need to communicate exactly who your target market is. In the first example we targeted residential real estate agents, ruling out commercial agents. Third you need to deal with what I call the “so what” factor. The so what factor highlights the impact of your services. In the case of the real estate agent listings increased 20% within 30 days. Make sure that your elevator speech is quick, informative, and definitely has a “so what” factor.
2. Make sure you can describe what you do in the language of your listener.
You may have found a fascinating niche consulting service but when you are asked what services your business provides your answer is so full of politically correct words and generally vague statements that your customer actually has no idea what you do.
You must be clear about what your products and services actually are, who your target client / customer is, and what the benefit of your services might be.
You must develop a quick sentence that describes “in laymen’s terms” what your business is all about, who would want to be your customer and what benefit they could expect to receive by using your business. Get rid of the fluff and puff, stop using jargon and start using words that your potential customers would use to describe their needs.
It is so tempting to use words that you think sound impressive, but your target client will not be impressed if they cannot understand what you are saying. Make certain that you are using the language your customer would use in order to better communicate your business and services.
3. Remember to listen, listen, respond.
An important aspect of communication is the ability to really listen to what is being said, to listen to what’s being communicated without being said, and only then respond. All too often people do not really listen at all, or listen to just part of the message, and then rush to respond. Make sure you stop and take the time to actively listen. Consider the motivation or concerns behind what they have said. Then if you need to, ask a few questions before you fully respond.
Do not have a fast-food conversation where you respond before their comments or questions have a chance to develop any real meaning. Of course you are eager to get your information out there and impress the client but you must take the time to listen, listen, and respond. The payoff will be worth the effort!
By following these easy interviewing communications techniques you will be on the way to business success!
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