A defining statement is a very specific and precise elevator statement. It combines all of the necessary ingredients so that when a prospect walks away from an elevator conversation with you they know; who you are, what you do, how they will benefit by doing business with you.
A defining statement * should include all of the following.
1. It must use common one syllable words that are easy to understand. If you stick to the language an 8th grader (and I am not referring here to slang) would understand you are in good shape.
2. It must be conversational. It is not an advertising them or slogan it is a conversational answer to, "What do you do?"
3. It must create some attraction on the part of the other person. It should make people want to talk with you, be with you, learn from you.
4. It must have a dream focus. If it helps the prospect see the future as better than the present in any way you have a dream focus.
5. It must contain the what and the who. It defines outcomes and who would be served by working with you or buying from you.
6. It must have a duel focus. Create a two part statement that has two outcomes and you will there fore appeal to a wider audience.
7. It must have repeatability. This may be the hardest one to accomplish but if you can get other people to be able to repeat it - watch your referrals soar.
A few tips to consider.
- Use the words like 'work with".
- Use the word want.
- Use one 'and' in your statement.
- Use three to five word outcomes.
A few ways to use a defining statement.
1. Introduce yourself with it when appropriate.
2. Use it in your telemarketing efforts.
3. Turn it into a headline for a brochure.
4. Use it on the home page for your website.
5. Use it on your voice mail message.
6. Put it on your fax cover sheet.
7. Write articles built around it.
8. Order promotional gifts and give-aways with it printed or engraved on them.
A special thanks to my good friend Mark LeBlanc for permitting me to use some of his ideas in this tip from his book, Growing Your Business.
Here is my defining statement as an example:
I own an international business that works with large and small organizations worldwide who want to increase their sales and improve their management focus.
Take your time developing a defining statement. This one took me several hours over a period of a few weeks. But, once you have it now let it get a hold of you and believe it, memorize it, practice it, use it and watch it galvanize the people you interact with.
Tim Connor, CSP is an internationally renowned sales, management and leadership speaker, trainer and best selling author. Since 1981 he has given over 3500 presentations in 21 countries on a variety of sales, management, leadership and relationship topics. He is the best selling author of over 60 books including; Soft Sell, That's Life, Peace Of Mind, 91 Challenges Managers Face Today and Your First Year In Sales. He can be reached at tim@timconnor.com, 704-895-1230 or visit his website at http://www.timconnor.com |
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