You might have a simple product or service; you might have a complex product or service; either way, the more you can make everything simple, the better. It falls in line with focusing your business, having a seamless elevator pitch, and knowing your position. The easier you can explain who you are and what you do, the easier it will be to sell your product or service.
There are a couple thing working against you if your company does something more complex:
The more mired you get into the specifics of what you do, the more chance you have of driving someone away. The longer it takes you to explain what you do, the more of a chance you have of losing someone.
- Distil what you do, no matter how complex, into its most simplistic description
- Leave room for people to ask questions
Distil Your Description
The faster and less complicated that you can speak about what you do, the better. If you can say what you do in one sentence, that is great! Take Businesstastic, for example: we could say that “we designed a web template aimed at the small to midsize businesses looking for a professional, responsive website with monthly support. We also help grow your business through consulting and strategy, if you want, and we work closely with you to create a great website.” And we could keep going on about what we do and get stuck in the details of what we offer and you would tune us out and nod along politely and wait for us to finish before you said goodbye.
Instead, if we talk about Businesstastic, we keep it very simple: we make websites and help small to midsize businesses grow.
Questions? Yes Please
After that last statement, you might have questions like, “what kind of websites?” or “who have you built websites for?” or “how do you help businesses grow?” And that is great, questions mean that you have been listening and paying attention and are engaged and are curious about what we are talking about. Questions also open the door for a conversation – and if you are selling a service, then conversations are the best – which means dialogue and back and forth and learning about each other. The more we can learn about each other, the better for both of us. Maybe we find out through the course of our conversation that you need a website built, maybe you know someone who does; or maybe you don’t, but now that you know what we do, you can tell other people just as easily as we told you. You also know a bit more background because of your questions.
If we attempt to answer all of your questions in one, long, drawn out explanation, then you might know about us, but we won’t know anything about you. That is a breakdown in our relationship and that probably means that you are not going to buy our services.
So sell on simplicity, stay engaged and engaging, and ask lots of questions on both sides.