Your company needs a 15-second statement.
by Shannon F. It may seem obvious, but you and your salespeople should have something succinct and stylish to say about your company. You have limited time to get your message across to potential clients, especially if you are making cold calls. How can you wow them in 15 seconds, pique their interest, and get them to ask questions? By delivering a word-perfect introductory statement that sounds off-the-cuff. It’s harder than it sounds—just try explaining what makes your company stand out, in one or two sentences, without thinking about it first. Chances are that you’ll either stutter or come out with a generic-sounding statement like, “XYZ Corp. is the best at what we do because we provide the best customer service, and we are simply the best.” Right. Here are some Dos and Don’ts for developing a statement that will make your prospects stop and pay attention. Do: Mention your company’s greatest accomplishment. Have you won a notable award, handled a particularly daunting challenge, or gained an important and influential client? Make that part of your value statement. By sticking to the facts, you can’t go wrong. Example: Instead of saying, “We’re the most trustworthy moving company around,” say, “We moved the LA Lakers to their new headquarters!” Do: Identify what makes your company unique. There are likely dozens or even hundreds of companies that do exactly what you do, and each one thinks that they are special. Never generalize. Instead, give an actual example of why your company […]