It is such a simple question, yet at the same time such a hard question for most business people to answer. So often the answer is coloured by what you’d like as opposed to the reality.
Often it’s easier to start with “What are clients buying and why?” If you are honest and objective about coming up with an answer, it might surprise you.
When you get to the “Why” bit of that question, what sort of shape are your answers taking? Are you talking about your capabilities, or the benefits they provide?
The sorts of things you should consider include:
- Are there things you’re doing that don’t have value to your clients?
- Are you doing enough of the things that do have value to your clients?
- What are the things you do that bring your clients and you the greatest returns?
- When you are talking with clients, are you talking about the things that really matter to them and they can instantly identify with?
- Are you sounding generic or focused?
- How can your sales and marketing messages be improved?
- Is your elevator pitch totally client focused?
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