People are often way to general when talking to others about what they do for a living. In BNI we are training people to refer to us. It is hard to do this when we explain ourselves as a full service provider or some other generic response. Today we will be talking about how to be more specific when we talk about our offerings. If you are saying that you are a full service provider each time you talk to people about what you do, you are not telling them anything that they can apply to the problems they hear about from others.
Example (Modesto based print shop): Hi, I am Joe from Joe’s Print shop. We are a full service print shop offering the highest quality prints to our clients. We use safe inks and offer a warranty against fading. If you know of anyone who needs printing, we would love to provide them with excellent service.
Now that sounds like a good infomercial. We now know that Joe owns a print shop and that they provide quality service to their customers but what is a full service print shop? What does that mean to the average person who needs business cards printed, or maybe their new catalog?
In BNI we get to meet with the same people 50 times a year. Telling them the that you are a full service print shop over and over does not train them to listen to the needs of the people with in their sphere of influence. The only people that could figure it out would be the people who know what a full service print shop is.
Take each opportunity that you meet with your BNI chapter to instruct them on something different. One week you may talk about business cards, then the next week catalog printing. You could do an infomercial on printing Christmas cards if Christmas is coming up.
Think outside of the normal here. Be different. The beautiful thing about it is that in BNI we meet 50 times. You can try different things and instruct from different directions.
What are your thoughts on instructing your word of mouth marketers on your offerings?









1. October 2009
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