Are You Suffering from JAVA?
August 24, 2011 2 Comments
You’ve labored long and hard to create your offerings. You’ve invested in marketing materials, a website, maybe even a social media footprint. You’ve earned the opportunity to give a presentation in front of a potential client. Hours and hours of work went into the slide deck. When you add up all the personnel costs, opportunity costs, marketing costs….you’ve spent many thousands of dollars to get to this moment.
You pull the trigger – and nothing happens. The prospects’ eyes glaze over. Another opportunity down the drain.
It wasn’t that you didn’t have enough to say – you hit them with a load of bullet points just like everyone else. And that’s the problem.
You’re just like everyone else – at least, in this client’s eyes. Line up all the coffee cups, and they all look interchangeable. And disposable.
You expected the prospect to sort through all the verbiage, the generalities, the bullet points, and find the remarkable. To see your value clearly. The problem? That’s not their job.
>> That’s your job! <<
The differentiating message about you/your company needs to be front-and-center in the first 90 seconds of a presentation. The remarkable story, the unique value, needs to be woven in right from the starting gun. Everything needs to orbit around your unique DNA and message, and how you will make a business difference to the client. Otherwise, you’ve just invested thousands of dollars for another cup of JAVA.
We all have business myopia – we’re nearsighted because we’re too close to our own stuff. And we can’t expect our clients to see the message clearly if we don’t have clarity ourselves.
I can help you get freedom from JAVA. That’s my job!
If you need help discovering your differentiating professional DNA and message, Hire Me. It’s worth a Business Identity Therapy session to get true clarity around your DNA and message.
Then, as you interact with clients, you can let your competitors get the JAVA. While you get the business!
Hire Steve Woodruff if your identity and message need clarity (Business Identity Therapy)
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