May 2009

Communicating your niche

I recently met a number of professionals representing themselves as coaches – business, personal development, wellness, etc. 

In each case it was necessary to drill down to what they actually do, for using the generic term “coach” was vague and undefined.  Some did better than others, but it begged the question: what made each unique, special or relevant?

While this issue has been discussed previously, it is more relevant than ever – especially as you present yourself to a marketplace of short attention spans.  Many other consultants in other fields are in the same boat.  Clearly, you need a clear differentiator – fast.

This is when a well crafted “elevator speech” comes in.

An elevator speech is that 20 to 30 second message you give when first meeting a prospect.  It needs to be compelling and move beyond the typical explanation of what you do.

There are many ways to approach this.  Here’s one.

1. State a problem - such as: Do you know how many companies struggle to monitor and correctly reduce their overhead expenses, especially in the face of declining revenues. 
2. Solve the problem:  To deal with this, I have developed a propriety system to help these companies make strategic moves to reduce their costs, without sacrificing the quality of their service or product.
3. Who you are:  I’m Joe Smith and my company – The Cost Police - has helps small to medium sized companies reduce production costs, as much as 40% in the first 90 days, without diminishing their operations.

By now you should have the listener’s attention.  No more need be said at this time.  Let the other party respond.

If they are not interested or have no need of your service, the follow-up question is:  Who do you know that may need this kind of assistance?

If interested, you’re into your longer discussion, but still keep it brief.  Focus on results, not things you do.  A key is being specific, so that the other person knows exactly what help you can provide.  This is not the place to sell, let alone close.  You goal now is to simply get an appointment. 

Always spend more time listening than talking.  Be interested in them and find out about their business, what they do and how they are making adjustments in the current economy.

This approach is not automatic.  It requires practice so that you sound natural.  Use words that are easy to say and roll off your tongue.  But practice, practice, practice.  It will naturally evolve.