How to Create a Defining Statement and Why!
The defining statement, by definition, is the key that starts your business bus. It has everything to do with getting your business going. It gets you in front of new customers, keeps you in front of existing clients, and gets your telephone to ring off the hook retrieving referrals.
The goal of the defining statement is to tear down the walls between you and your prospects. The defining statement is an attraction statement that is all about the customer. When I tell you that I am an author, speaker, coach, and consultant, that is all about me. Those words can build walls between my prospects and me. When I say, “I work with people in business who want to attract the right prospects and generate more referrals,” it is all about the potential client, you. It is also clear and concise. When the defining statement is communicated the response is simple, “How do you do that?” or “Tell me more!” Business people want to know how you will help them. They want you to tell them “their story,” not your story.
The way to create a defining statement is painless. First, describe your target market. As in the example above, the target market is people in business. There are always two results joined by and. The two results from the example above are attract the right prospects and generate more referrals. Another derivative of the defining statement is to have two target markets. Such an example could be, ”I work with people who want to start a business and business owners who want to grow their business.” The two target markets are people and business owners. Can you find the two results in the example above?
Once you have your defining statement, you will now answer the question “What do you do?” with your defining statement. Never again will you answer by stating the industry you work in (coaching, consulting, realtor, etc.) The defining statement breaks down the walls between you and the prospect. When using a statement that is all about the prospect (and not about you,) prospects will now ask you to tell them your story by asking you to tell them how you do what it is you do. When you can lead with a statement that is all about the client, followed by stories that are all about the client (or their contemporaries,) you will see the flood gates for new business open to you.
When we go to a networking event, a family social, or other interactive activities where people will ask us, ”What we do?” we always want to present ourselves in a memorable/repeatable way that is conversational. As example, if I where attending a birthday party for a friend in my local community and met a realtor, most realtors when introducing themselves will say, “I sell real estate.” Saying, “I sell real estate” is all about the realtor. The other problem with that answer is that everyone knows at least one realtor.
Do you want to meet another, get to know this new realtor, and possibly refer business? Most would answer ‘no.” However, when someone says to me “I work with people who want to find the right home and to sell real estate for the best price” I say, “Tell me more!” This statement is also all about the prospect rather than about the realtor. Even though I acquainted with many realtors, I would now be interested in knowing how this person is different from the others because of the defining statement. When someone presents themselves as different they may also describe a new way to solve an existing problem that could peek the listener’s interest.
A defining statement properly built and employed will get your referral system rocking. As I can help I can be reached at 760-43904623, www.integritysd.com
Gerry Rose runs INTEGRITY Networking Solutions in Oceanside, CA. He works with people in business who want to attract the right prospects and generate more referrals. More than 10,000 businesses have been presented the INTEGRITY Networking Solutions system in San Diego, Riverside, and Orange Counties.
Gerry’s stimulating presentation Unlimited Prospects, Unlimited Referrals is ideally suited for small business owners, home-based businesses, and independent professionals who want clearer direction and want to attract more prospects, develop dynamic systems, and strengthen their companies’ accountability. Gerry does one on one consulting, conducts a range of keynote speeches from thirty minutes to full-day education workshops.
His book series, Unlimited Prospects, Unlimited Referrals, are available on the website, www.integritysd.com.
Gerry has more than 20 years’ experience directing business owners how to grow their businesses. He is a networking dynamo. Those who know him will assure you that he does a great job of bringing people together—which is why he started IntegritY.
Involved with networking organizations since 1984, Gerry is a Distinguished Toastmaster, a member of Toastmaster International, and has chaired numerous chambers of commerce and non-profit organizations.
Are you truly committed to attracting the right prospects and generate more referrals? If so then contact INTEGRITY Networking Solutions for availability and information. You can contact Gerry by mail at 1610 Quiet Hills Drive, Oceanside, CA 92056. Direct dial (760) 439-4623; e-mail to gerry@integritysd.com. For more information, go to www.integritysd.com
