Small Business Propel: Getting Clear 2- Why Your Product or Service?

In the last segment, Clarity #1:  Who is going to buy your product or service(s)? I offered some questions that you can ask yourself to gain clarity on who your target market is and more specifically what your individual buyers look like.

Now, assuming that the ideal prospective customer finds his/her way to you, either virtually, via phone, or in person, there is very little time available to let this person know why your product or service is the one to invest in.

I am still in shock at how frequently I encounter business owners (and I get around a lot networking and talking to people) tell me one of the following answers:

“I have the best service”

“I save people time and money”

“I have so many years of experience”

“I am cheaper”

“We are a family owned business”

….and I could go on and on.  To me, this business person has no clarity as to why somebody should part with their money and buy from him/her.  Let’s take a look at what many people will conclude (subconsciously or not):

“I have the best service”

According to whom? compared to whom?, would you tell me if you had bad service?, what does good service mean to you?

“I save people time and money”

When is the last time that a product or service did not ”save me” time or money?, this one is just so played out that I don’t even hear it anymore…

“I have so many years of experience”

So what?, there are tons of companies with the same or more years of experience.

“I am cheaper”

Cheaper than who?, are you any good?, what corners do you cut?, are you a mom and popshop?

“We are a family owned business”

How does that affect me?, have you never heard that sometimes family, friends, and business does not mix well?

You have only to go as far as to listen to what you say to yourself in your head when you make a purchase.  Think about the last car you purchased. What moved you to spend the money (we already know that you either needed or wanted to buy a car)?

Did you like how it looked?

Did you LOVE how it felt?

Did it have enough room for your entire family?

Was it the prestige branding effect?

Did you need to save money in gas or repairs?

Did you need dependability?

Were you bored of your old car?

Did you need your car to be a statement about your style?

Did you reach a life point when you declared “time for a nice car”?

 

So now, on to get clarity about your product or service. Get a piece of paper and write down as concisely as possible as many of these questions as applicable:

·        What is truly different about my product or service?

·        How do my clients benefit from the way my company does…?

·        My typical client saves xxx% over most companies that do what I do.

·        The reason my clients pay more than what my competitors charge is….

·        My service is perfect for people or companies that want to…

·        My company has a top rating in the area of …. according to …. (source)

·        When you buy a product or service from me you are supporting … (cause)

·        My company has “x” years of experience, specializing in working with people/companies that…

You can continue to develop questions that apply to your business and further refine the benefits that you bring to the table.  This level of clarity will make a huge difference in your success all around. It does not matter what aspect of your business you are working on, being clear on these issues can communicate the information in a way that is both effective and easier to remember.

Lastly, as a self-test, I ask that for each question that you answered or developed you challenge yourself by asking yourself “how do you know”.

For example:

·        How do my clients benefit from the way my company does…?

·        I know they do because…

 

 

By Maria Ryan McElehnny

On the next article, I will talk about getting clear about yourself.