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Differentiation

Perhaps the most often asked question in human existence is, “What do you do?”

The answer is frequently called an elevator pitch.There are many different formats and strategies to crafting this answer. And we seldom stay with the same one for very long. Therefore, we might be better served to have several different answers.

Here are 5 different takes on your “quick pitch”:

[1 – Exceed Help] Don’t use the verb “help”. Do something more meaningful.

[2 – They hire me to] In one sentence mention one of your niche markets and the reason they hire you.

Small business owners in Charlotte hire me to rewrite their Linkedin profiles.

[3 – I Solve] State boldly, “I solve this”, after a brief statement of the problem you solve.

You know how business people tend to delay and avoid their bookkeeping and accounting responsibilities? I solve this Problem. I solve it by ….

[4 – The Lean Couplet] There is much written today about the Lean Start-up and the Lean canvas. When this methodology is focused on a business, it begins with 2 questions that must always be answered in tandem:

[1] What is the problem that your business solves? And [2] Who specifically has this problem?

One person businesses (solo-preneurs) wear many hats and have constant issues with time. Finding and meeting with new prospects is a time-consuming, inefficient and important exercise. I teach them how to use Linkedin to meet with a steady and planned number of prospects every week, spending little time.

[5 – Glorious Result] After the problem has been determined and you have been hired and did your thing, what did the customer then experience?

My customers are business owners who now know for sure that their sales people are well paid and that their company bottom line is and will be as forecast.

Too many times our “quick pitches” are not quick and not memorable.Next time, be armed with several answers and use the one that might best suit the person who asked.

PS — 2 extra thoughts on differentiation:

[1] Avoid superlative adjectives. They are over-used. Simple unadorned sentences are more professional.

[2] Being “passionate” is over-used today. Just because you really really enjoy doing something does not add anything to the customer’s decision to hire you.

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