Do you cringe, stumble, or mumble when someone asks you, “What do you do?”
Do you ever wish you had an elevator pitch that really engages people?
Yesterday in one of our local papers, Leanne Hoagland-Smith identified in her column that one of the hardest question for business owners to answer is “What do you do?” She outlined the difference between the “how” and the “what” of what business owners do and how most owners concentrate too much on the “how” and not enough, if any, on the “what.”
However, even though Leanne says a compelling response to this question “escapes even the best of small business owners,” we say…
…don’t worry, it is not hopeless, you can do it.
Our theory about why you (and so many others) struggle with this question is based on the following assumptions:
- The value you provide is so intuitive, you can’t identify it yourself OR
- You have focused on the features and benefits for such a long time (and it has worked), you can’t imagine talking about anything else OR
- You struggle with putting together all the available information in a way that makes sense.
Do any of these reasons resonate with you?
We believe you know what value you provide but just haven’t had the framework in which to articulate it. So we respectfully disagree with Leanne who says that “Discovering the ‘what’ of what you do is an investment of time including trial and error.” While the process may take time, it doesn’t have to be trial and error.
We know this first-hand as we were challenged to answer this question in the most compelling way possible for Saqui Research. Without this clarity, we were stuck trying to sell research services in a down economy. With this clarity, we are moving faster into 2012 than we ever imagined.
As a result of our own organizational development, we developed a three-prong approach to help other organizations answer this very important question. Each prong represents a different source of information we use to clarify what you do and the value you bring: internal owner/team data, customer data, and industry data.
After we work with you and your team, we pull all the information together in a meaningful, detailed narrative that sets you apart from your competitors and gives you the content you need to engage others in conversation. Then we send you off into the world of marketing and sales with no cringing, stumbling, or mumbling. Instead you feel confident in articulating the true value of your company in a way that doesn’t seem forced or contrived. Finally, we check in with you to tweak and refine your message as you continue to gather feedback from your experiences.
“The Hardest Question in Business” might not be so hard after all!
Want to be able to answer the question, “What do you do?” with well-informed confidence? The team at Saqui Research offers work sessions for the solo entrepreneur or your entire sales team focused exclusively on answering this question. With our team’s unique background in research, psychology, and business strategy, we make sure you are representing the value you actually provide. We welcome your inquiries via our contact form, email Info@SaquiResearch.com, or phone (219) 310-8435.