As a StoryBrand certified guide, one thing I constantly preach is this: So many businesses are missing out on sales because they have a tough time communicating their message.
To get rid of the confusing, you need to simplify how you talk about your company. There are two main reasons why you should do this as it relates to selling. The following reasons include examples I’ve used to help my clients using the StoryBrand framework.
1. People want you to get to the point
We’re used to bite-size pieces of information. Case in point, we scan rather than read the internet. We do this because we just want the information that’s relevant to us.
So, if you meet with a prospect and they ask what your company does, you’ll want to have a good answer.
If it’s too vague, they’ll categorize you in their mind as being like everyone else.
If it’s too complicated, they’ll forget.
To be memorable, you must be both simple and specific.
I have a client who is a realtor.
If a potential client asked him what he does, a vague answer he could would be: “I’m in real estate.”
This sounds just like everyone else.
Here’s a complicated answer:
“I’m in real estate and I like teaching people how to find houses. I’ve been doing it for a few years now, but it’s a really tough market. I hope the market continues to open up so people have more opportunities to find something. When I see houses open up on the market, I try to be one of the first to make an offer. I negotiate on behalf of my clients to get them a great offer.”
This is too much to remember.
And here’s a memorable answer:
“You know how the housing market in Raleigh is really competitive? I help people win by walking them through the real estate process, so they can find their dream home.”
This is simple and specific.
Which of these three answers is most likely to lead to a client for him?
2. Everyone on your team is also in sales (even if they don’t know it)
This is especially true for small businesses.
Each person who works for you (contractors included) should be able to identify these things about your company:
- The people you help
- The problem you solve
- The reason someone should do business with you (i.e., what success looks like for your customers)
Do your new hires know this? Do your seasoned employees? They should.
Each of your contractors and employees know people you don’t–people who could potentially need what your company offers.
If someone you work with has only a vague understanding of the three aforementioned points, they’ll likely fumble any future potential sales opportunity.
I have a client who helps business leaders execute implementation projects on learning technologies.
He and his team are able to identify the following:
- People he helps: Business leaders
- Problem he solves: They don’t know how to implement their tech themselves
- What success looks like for his customers: Their implementation project is successful
When anyone at my client’s company is asked “what do you do?” they can reference these points.
Getting your company’s message right can help you sell more.
If you’re having trouble simplifying it, let me know. I can help.