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One
of the questions you will be asked most often in your business career
is, “what line of work are you in?” or “what do you do for a living?” Caution, what you say next may determine what that person thinks of you! In order to understand, people tend to pigeonhole your response by relating what you say to something they are familiar with. Since
you do not know the positive or negative experiences they have had with
others in your profession, it is better to talk about the results you
can create for them vs. hoping they have had great experiences with
others in your line of work. Otherwise, you may
be creating barriers in your relationship caused by their problems with
losers or charlatans! At the very least, they may have received
inaccurate information from your competitors. For
example, you may be able to provide replacement of income in times of
death or injury while lowering the taxable income of your client. However,
telling a stranger you are an insurance agent may not do you justice in
the mind of the prospect and may limit additional conversation to,
“Ahhh, I’ll be right back”
Here are examples to consider as you develop your 5 second positioning statement.
What line of work are you in?
1. TYPICAL PIGEONHOLE RESPONSE: Contact and eyeglasses retailer
RESULTS ORIENTED RESPONSE: Utilizing the latest advancements in technology, we customize vision products that help you see better while looking great.
2. TYPICAL PIGEONHOLE RESPONSE: Commercial building contractor
RESULTS ORIENTED RESPONSE: We custom design and build facilities that meet the physical and aesthetic needs of growing businesses.
3. TYPICAL PIGEONHOLE RESPONSE: Advertising
RESULTS ORIENTED RESPONSE: We create and deliver your message to your ideal customers so they will buy from you.
While this is fresh in your mind, take 5 minutes to create your positioning statement by answering the following questions:
1. List 5 benefits your customers receive when doing business with you.
2. Select
the two most compelling benefits and build a statement using action
verbs that casues the person to ask, “how do you do that?”
BDS Institute ♦ Wes Holsapple, II
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5 Second Positioning Statement
