It's surprising how times I meet business owners who are proud of what they offer their clients, but struggle to convey their proposition concisely and persuasively. Put yourself in your prospective client's shoes. Why do business with you? After all, they may have a good relationship with a current supplier or can't differentiate between your services and your competitors'.
It doesn't matter that you know how good you are. You must convince your prospective clients and persuade them to seriously consider your proposition. Long before you get to find out if you can meet their needs, your prospects have decided whether they want to do business with you. Getting off to a great start is vital to a successful outcome. As the expression goes, first impressions count!
Imagine you are in a lift with a prospect you have been trying to get an appointment with. You have 1 minute to persuade him to meet with you. What will you say that will grab his attention? What are your Unique Selling Points (USPs)?
Many businesses have compelling USPs but don't get their message across. And others waste the opportunity of making a strong impression by trotting out old favourites such as "dependable" or "reliable". These are basic expectations, so offer something different. If you can quickly and passionately show how good you are, you have taken a huge step towards winning the business!
