How to Create a Defining Statement & Why!
Gerry Rose - Business Consultant and President
of
Integrity Networking Solutions
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.
Big Blend Radio Interview
Discussing the importance of creating a Defining Statement,
and how to do so, Gerry Rose was a featured guest on 'The
Success Express' show on Big Blend Radio which aired live on
May 5, 2010.
To listen to his interview please
CLICK HERE!
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
