Communicating Your Message

You have your product or service ready for the marketplace. You are ready to start networking and making sales calls. Do you have everything you need to get the process started? You have business cards, your website is ready, all your promotional materials are in order. What’s next? What is the missing piece? The missing piece is being able to clearly communicate your message to your target market in a way that will help them make the right decision for them. Here are five questions that will help you make more effective sales presentations and help you become more effective at networking events. Answering these questions will give you the clarity and focus you need to move forward in your business.

1. Who does NOT need or want my services? In order to know what you want, you must know what you don’t want. Make a list of the criteria that every prospect must meet. A simple example would be they must have the money to pay you. Of course that could be a deal breaker. They also have to see the value in what you have to offer. If they do not see the value in what you have to offer, they are not good prospects for your product or service.

 2. Who needs my services and who am I meant to serve? Make a list of the people or businesses that need what you have to offer. For example, insurance agents may be in your target market. Make a list of all the insurance agents and agencies within the geographic area you want to serve.

 3. Where will I find them? Find clubs or associations they may be affiliated with and gain entry into these organizations. Check local Chambers of Commerce or professional organizations.

 4. Why do they need what I have to offer? Is this something that will improve their bottom line; show them how to get more sales and more clients; or something that will make them more effective in their day-to-day operations? What is the greatest challenge this group faces and how can you help them overcome this challenge?

 5. Why will they hire me to help them? What qualifies you to help this particular group? List anything in your background or any accomplishments that relate to your target market. 

Answering these five questions will help you clearly articulate your message to your target market and increase your comfort level in serving a particular market. When you face your prospect, you must have a high level of confidence in the fact that you can do the job better than anyone else. You have to believe it before you can make anyone else believe it. Communicating your message with confidence and clarity will give your prospect more confidence in the fact that you are the one for the job. Therefore, it will be much easier for them to make the right decision for them.