Sales Tips – Defining statements

Words of Wisdom / By

Words of wisdom for this week.

“Self-reverence, self-knowledge, self-control – these three alone lead to success.”
– Tennyson

Do you have a defining statement when people ask you what you do? A defining statement is a very specific and precise elevator statement. It combines all of the necessary ingredients so that when a prospect walks away from an ‘elevator conversation’ with you, he/she knows who you are, what you do, and how he/she will benefit by doing business with you.

A defining statement should include all of the following ingredients:

  1. It must use common one-syllable words that are easy to understand. If you stick to the language an 8th grader would understand (and I am not referring here to slang), you are in good shape.
  2. It must be conversational. It is not an advertising theme or slogan; it is a conversational answer to, “What do you do?”
  3. It must create some attraction on the part of the other person. It should make people want to talk with you, be with you, learn from you.
  4. It must have a dream focus. If it helps the prospect see the future as better than the present in any way, you have a dream focus.
  5. It must contain the what and the who. It defines outcomes and who would be served by working with you or buying from you.
  6. It must have a dual focus. Create a two-part statement that has two outcomes and you will thereby appeal to a wider audience.
  7. It must have repeatability. This may be the hardest one to accomplish, but if you can get other people to be able to repeat it – watch your referrals soar.

A few tips to consider:

  1. Use the words work with.
  2. Use the word want.
  3. Use one and in your statement.
  4. Use three- to five-word outcomes.
  5. Use descriptors that help the person relate what you do to their circumstances.

A few ways to use a defining statement:

  1. Introduce yourself with it when appropriate.
  2. Use it in your telemarketing efforts.
  3. Turn it into a headline for a brochure.
  4. Use it on the home page for your website.
  5. Use it on your voice mail message.
  6. Put it on your fax cover sheet.
  7. Write articles built around it.
  8. Order promotional gifts and give-aways with it printed or engraved on them.

I’ll give you mine as an example. “I am in the business of helping organizations increase their sales and improving their management effectiveness, focus and direction.”