Do Your Contacts Understand Your Business?
Do they need to?
Posted by Jacky Sherman on 28/10/2020 @ 8:00AM
One of our most successful franchisees in Asentiv describes his target market as people who have services that are hard to explain. Now think about it. If you can’t explain what you do in a manner that others can understand, what hope do you have they can explain it to others, let alone persuade that person to actually meet with you ...
You don't need to know how to build a boat to sail in one, just as people don't need to understand your business to buy from you!
copyright: lothar dieterich / pixabay
Actually, neither my colleague nor I think any business is too hard to explain. The problem lies in what you set about trying to explain. The complexity lies in how you deliver your solution. Whilst your clients will need to understand that they are not your clients yet, that 'how' is what they are going to pay for.
"Right now, they just need a simple picture of
what they will get as a result!"
Your referral source also needs a simple explanation to enable them to recognise who needs your help, they don't need to be able to explain it in detail, that's your expertise, not theirs. For me, the crucial moment of understanding and willingness to buy comes when it all seems so simple. It's that simplicity which has the emotional appeal that makes people want to buy. Let me digress with an example of the truly complex to explain.
To understand why the sun has been burning for billions of years, I don't have to understand the deeper physics or even begin to understand the maths. Einstein's simple equation of E=MC2 tells me all I need to know. that in essence. apparently solid stuff we call 'mass' is made from trapped energy.
To tell you the truth, I don't really understand where the speed of light squared fits in except to understand that it is a really big number which explains why there is enough energy to keep the sun shining for so long. My point is that it's a simple formula and once it snapped into place for me, it was enough to make me know it would work.
Of course, I would need the experts to understand the complexity behind it before I can harness the full energy of the sun and solve our energy crisis. Who can introduce me to one?
So, how can you explain your business simply enough for others to recognise what you do? Keep it simple and describe it in one sentence. Focus on the 'what and the who'. What do you do and who do you do it for. Here's my example. Longer and less beautiful than E=MC2, but it will resonate with the givers in my business community who are those I want to attract.
''I bring together consultants and business support professionals to collaborate and build a better business than they could working on their own.'' How do I work with them? Ahh, so you're interested? Would you like a longer conversation?
I'll leave you with another example of a beautiful, simplistic design that makes even me as a landlubber want to sail over the horizon. The Viking longboat. Even if you've only seen one in a dry dock you just know it will scythe through the water like a hot knife through butter.
"It will get you to Greenland and beyond!"
You really don't need to understand the science of saltwater hydrodynamics, the art of shipbuilding in wood to get that graceful line, or even how to navigate the open ocean. I'm sure not every Viking did, but I bet you anything they all wanted to set sail in one.
Until next time ...
Would you like to know more?
If anything I've written in this blog post resonates with you and you'd like to discover more about working with people who don't understand your business, call me on 07970 638857, leave a comment below, or click here to ping over an email let's see how I can help.
About Jacky Sherman ...
I help people build and maintain productive working relationships both with their work colleagues and with a wider network to win more business. I do this by combining my skills in coaching, mediation and training with my extensive experience in senior management.
What I love most about my work is when my clients get those a-ha moments because I know they have seen for themselves the way that they want to move forward. Then they will achieve their ambitions.
Helping people who are having challenges with their working relationships gives me enormous pleasure. It was my privilege when working in health care to see how people working together can make the impossible seem easy and accomplish miracles as a result.
So helping people build or restore strong relationship with their colleagues makes even the hardest work easier, alleviates distress for the individual and reduces problems for the whole organisation.
In all this work trust is an essential ingredient to winning business so most of my work comes through referrals. Referrals come through strong business relationships so it was a natural extension for me to train others in how to get consistent and predictable referrals from their network.
What a fantastic way to earn a living!
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