At the end of a television advertisement for Allstate Insurance Company, the announcer says, “That’s Allstate’s Stand. Are you in good hands?” Let me ask you – what’s your stand? How do you position yourself and your services? If I asked your customers what you really do for them, what would they tell me?
In what appears to be a worsening economy, how you position yourself drives prospects’ first impression about whether or not they will listen to your story. The elevator speech is dead; prospects don’t give you thirty to sixty seconds. We live in a bullet point world, so positioning statements must be short – ten to twenty words.
In addition, exceptional positioning statements answer the question “what are you going to do for me.” Lead with benefits, and you may have the opportunity to tell them more. Positioning statements require punch, fire, and a wow factor.
If someone approaches you and asks, “What do you do?” will your answer move them – will the want to know more. Sales always start with the introduction. Give yourself the best opportunity for success by leading with your best foot forward. Take a stand, and make more [tag]sales[/tag].
Good selling!
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