It happens way too often. When I ask a business owner or sales professional about their business, they go into a seemingly unlimited litany of features, benefits and values. All I asked was for a simple description of their business. This response is similar to a waiter deciding to recite me the entire menu when I ask him, “what’s good?” Whenever I go into a restaraunt, I always love it when they simply focus on the specials. I may look at the menu, but it is the way the server highlights the specials that always captures my interest. That is because they are focusing specifically on something they want me to be interested in.
The reason most people get lost and start rambling on about their features and benefits is that they do not clearly understand what their business does best or, they are trying to give someone the entire menu to find what might be of interest. This is simply not effective or productive. Know your specials, know your value. Keep the story simple, clean, and concise.
Whenever someone takes the time to show interest in your business by asking, “tell me about your business” please keep it simple. Recommend that you keep it to less than thirty seconds, that is does not sound like some overly creative and unecessary elevator pitch, and provides a simple functional overview. For example, when people ask me what Strategic Resource Group does, I tell people ” we provide business consulting services to mid-size business. Our focus is on helping with growth related challenges with an emphasis on strategic planning, tactical execution and employee development.” Simple. Concise. To the point.
The overview is the beginning of the conversation. You will have plenty of opportunity to introduce one of your core values or features or benefits once you engage an individual in what they are most interested in. Then, you will be able to gently mention that your business has provided value to many other customers in the area of interest. You are not really trying to get people to want to buy from you in the introductory conversations. Too much information, too much selling, and not enough high level engagement is more of a turn-off than it is a relationship builder. Keep it simple. Keep it concise. Focus on the specials.