Concise Defining Statement That Close More Sales – Sales Strategy
A defining statement is a very specific and precise clarifying statement. It combines all of the necessary ingredients so that when a prospect walks away from an elevator conversation with you, he knows who you are, what you do, and how he will benefit by doing business with you.
A defining statement should include all of the following ingredients:
It must use common words that are easy to understand. If you stick to the language an eighth-grader would understand (and I am not referring to slang), you are in good shape.
It must be conversational. It is not an advertising theme or slogan; it is a conversational answer to the question, “What do you do?”
It must create some attraction on the part of the other person. It should make people want to talk with you, be with you, and learn from you.
It must have a dream focus. If it helps the prospect see the future as better than the present, you have a dream focus.
It must contain the what and the who. It defines out- comes and who would be served by working with you or buying from you.
It must have dual focus. Create a two-part statement that has two outcomes and you will thereby appeal to a wider audience.
Here is my own defining statement that illustrates all of the above points:
I own a business that’s designed to help our clients increase their sales and improve their management focus and effectiveness.
Take your time developing your defining statement. This one took me several hours over a period of a few weeks. But, once you have it, let it get a hold of you and believe it, memorize it, practice it, use it, and watch it galvanize the people with whom you interact.
Turn It Around
Know exactly what to say, regardless of the circumstances.
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