Come Again, WHAT Does Your Company Do?!
Lots of businesses tell me they have a hard time getting someone interested in talking about their product, particularly those selling services. They tell me: "I KNOW from what I know about this company that I can save them a ton of money, but for some reason they won't even talk to me about how we can help!" When I ask what they say to them about their company they answer something like: "Well, I tell 'em we are a PEO (or ABC or PDQ or XYZ or BBQ) and that we give them an outsourced, value-added approach to their inefficient internal systems and infrastructure, that often provide improved profitability models, allowing them to achieve greater top and bottom line performances, exceeding their most aggressive growth targets." Their prospects must be thinking; "Come again, what does your company do?!"
When stating your business to a prospect, make it simple. Tell your company's story in terms of how it helps real customers with specific problems. Like, "We work with companies who are frustrated that they have to put way too much of their time and budget into HR and they don't have enough time and budget left for operations, or to drive sales for that matter. Once we take a closer look at their operation, it's not unusual for us to find out we can take a big chunk of the administration burden off of their shoulders, and save them 20% or so in benefits costs at the same time." The prospect may not know precisely what this company does at this point, but they may begin to believe that they have a solution that is worth looking into. So forget about what your brochure says, keep it simple and talk about your company in terms that a real prospect cares about - their terms.
Come Again, WHAT Does Your Company Do?!