When we look deeper into Small Business Branding and
Marketing, we find more and more questions to be answered that helps us craft
our Small Business Marketing Plan. The
next question we consider is What Do You Do?
We know What Business You Are In now, so what exactly do you do in that business? Today we will take
a page from well-known sales guru BrianTracy and take an in-depth look at what you do.
When a new contact asks “what do you do?” your answer needs
to be framed around the benefit to the customer, because the reality of people
is that they are mostly interested in what the benefit is to them. If you can
provide them with a benefit they desire, suddenly ears perk up and you have an
interested prospect.
The wrong way to answer the question:
New Contact: “What do you do?”
You: “I’m a Chiropractor.”
Yawn. There’s no engagement here. There is no way for you to
tell automatically whether this person you are talking to is really interested
in your product/service.
The right way to answer the question:
New Contact: “What do you do?”
You: “I help people achieve better health and increased physical
mobility.”
Here is where you determine whether you have a new contact
who is a potential customer. The potential customer will notice a benefit to
him/her in the form of better health and physical mobility. If they are
interested in those benefits, you are most likely going to get a positive
response asking for more information.
New Contact: “Really? How do you do that?”
Now you get to detail your service/product offerings to an
engaged prospect who has demonstrated an interest in the benefits you can
provide.
As we keep reminding you, people don’t buy products, they
buy solutions to problems.
Sell the solutions.
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