In my last column, I outlined my firm’s model to help small to mid-sized businesses generate business-to-business sales leads without cold-calling or using much in the way of traditional sales tactics.
Part of that model involves eventually communicating to potential clients what your company does, along with how your products or services can benefit them. In short, it’s all about finding a very brief way to answer a fundamental business question: How are you going to make me more money, make my life easier, and help me produce (measurable) business-building results?
You might think a chief executive or manager should be able to rhyme off a clear, effective elevator pitch in a matter of seconds. Some can with ease, but from my experience those professionals are in the minority. Whether working with clients on marketing initiatives or mingling with other business owners, I’ve learned that clearly explaining the purpose of their business, value propositions and competitive advantage can be remarkably challenging for entrepreneurs.
Read more from Financial Post