BMA eBook - Manual / Resource - Page 285
Finally, let’s talk about the outcome
SOME WORKED UP EXAMPLES
Solutions – Low Energy
Each of these examples demonstrate the use of all nine of the introduction
techniques.
This is similar to a case study or example, but here
you actually state the benefits you create for others.
It’s often easy to ask a question that explains why you
have created a certain solution.
solutions
solutions
“Do you find that you are spending too much time
stuck in the day-to-day running of your business?
We have created a personal effectiveness system
that allows most people to get more done in less
time. Our average client finds an extra three days’
productivity per month when using our system.”
Problems – Medium Energy
A problem is best described as the day-to-day internal
dialogue your target has around what they do. When
you start speaking about what’s on their mind they truly
engage with your products and services.
“The biggest problems in any law firm are keeping good
staff, and moving from a fee-for-service model to a
value-based advice model. Our business addresses
these problems and creates a future-proof environment
for any mid-sized law firm to grow.”
FIRST STEP COMMUNICATIONS (WEB DESIGN BUSINESS)
(History)
(Category)
(Obsession)
“I have a computer science degree.”
“I’m a web designer.”
“I love creating websites that make money, rather than cost
money.”
(Example)
“One client invested $5,000 with us and made over $100,000.”
(Analogy)
“Think of us as a hardware store rather than a carpenter – we give
you the tools and the guidance, and you create the products.”
(Uniqueness) “That’s what makes us different. In fact, we don’t even do web
‘design’, because the design will change over time for
your business.”
(Solutions)
“We solve that by giving you simple tools to update your site
yourself.”
(Problem)
“You see, that’s a problem that many businesses have – their
business changes but their website stays the same. And it’s too
expensive and too difficult to change your site yourself.”
(Purpose)
“Because, after all, your business is not about web design; it’s
about…”
Purpose – High Energy
THOUGHT LEADERS LIMITED (MANAGEMENT COMPANY)
This is where you express the client’s reason for being in
a way that shows you are aligned. You express how what
you do is a perfect fit for their purpose.
(History)
“Here at ‘Cocktail Capers’ we realise that you should
have as much fun at your own party as you would at
someone else’s. That’s why we take care of everything
from start to finish. You get to feel like you can just go
to sleep at the end of the evening and know that when
you wake up the next morning it’s as if the party was
held somewhere else.”
A FINAL WORD ON FLEXIBILITY
There’s no doubt that there are more ways that we could
introduce ourselves, these nine channels are simply a
starter’s guide. I do know that I can only remember three
things, so by working in each of the three focus levels I
can easily recall the three energy choices. And if you’re
short on time, just use the three mid-level approaches
for a use-anywhere introduction: Category + Analogy
+ Problems.
“Our team have all published books, run speaking businesses or
been coaches.”
(Category)
“We all came together to create a management company.”
(Obsession) “We are obsessed with leveraging expertise and helping clever
people to become commercially smart about what they do.”
(Example)
“One of our clients increased their billings from $180,000 per
annum to more than $1.2 million in under 36 months.”
(Analogy)
“We operate like a sports management company for clever people.”
(Uniqueness) “I guess the fact that we have all been there and done what our
clients wish to achieve is what makes us stand out.”
(Solutions)
“We help experts capture, package and deliver what they know so
that they can make more money from it.”
(Problems)
“Most people undervalue what they know and are so close to their
expertise that they don’t have the clarity to see what other ways
they can leverage what they know.”
(Purpose)
“The point is that we want people who know a lot to be recognised
and valued for what they provide.”
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