What words do you use when talking about your business or organization? What is your key message to potential customers? All too often, I hear leaders talk about their unique process, their specialized equipment, their brilliant staff. The truth is: that doesn’t matter. Clients want to hear how they will be better off by doing business with you. It’s simple – it’s about them not about you!
Specifically, how is your client better off as a result of doing business with you? What unique results do you sell him/her? If you know the answer, how will you turn that into language everyone (internally and externally) remembers instinctively? If your answer isn’t crystal clear, what will you start working on today?