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Someone asks "what business are you in?" Most people give an answer like. "We provide ABC solutions to customers in the XYZ space to create long term value."

What's wrong with that generic, boring response? Read on...
Don't Act Like a Gorilla
Don't pound your chest like a gorilla and tell everyone how wonderful you are.

  • We've got the best people
  • We've got the best service
  • We've got the best products
  • We are the best at being the best
Because...
Your prospect will be thinking:

  • So what?
  • Who cares?
  • Is that all?
  • Are you done talking yet?
The I / U Ratio
I often ask "why do customers buy from you?". Then, I listen carefully to how much the person talks about themself and how much they talk about their customer. The "I / U Ratio" is simply the number of times a person says I-Me-We- Us etc. versus how often they talk about what the customer gets. Here's an actual quote from a salesperson:

"Our consultative selling approach is really important to us and is something that we see provides a lot of value to our clients. We're going to go that extra mile. We're going to make sure you're completely 100% taken care of all the way."

This is an I / U Ratio of 6 to 2. is Six times talking about his company and only twice talking about the customer. Unfortunately, this is pretty typical.
Here's a Better Way
It's Not What you do

Branding Expert Thom Winninger worked with many iconic American Companies to refocus and reposition their messaging. He preached "it's not what you do it's what the customer gets".

Below are some of his success company branding makeovers. In each case, pay attention to what each company thought their business was, and how Thom motivated them to look at their business in a completely different way.
Nobody wants a Heat Pump

Carrier, what business are you in?
We are in the heating / air conditioning business.
No you're not. Nobody wants a heat pump. Everybody wants a comfortable home.
You are in the comfortable home business.
Nobody wants a Lawn Mower

Toro, what business are you in?
We are in the lawn mower business.
No you are not. Nobody wants a lawn mower. People want a beautiful yard,.
You are in the beautiful yard business.
Insurance?

State Farm, what business are you in?
We are in the insurance business.
No you are not. Nobody wants insurance. People want to manage and minimize risk,.
You are in the risk management business.
My Favorite Makeover of All
Harley-Davidson, what business are you in?
We are in the motorcycle business.
No you are not. If people wanted a reliable, smooth running motorcycle, they would buy a Honda.

Your customers buy Harley-Davidson because of the way they feel when they own one. It's image and a lifestyle.
You are in the lifestyle business.
“What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.”
Harley Executive, as quoted by Tom Peters
When someone asks "What do you do?" or "What business are you in?", don't bore them with a generic response. Tell them how you impact, transform, and delight your customers and clients. Then, put on that leather jacket and scare the hell out of the townspeople.
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Ancient History
Meet the "Hit Mann"
Mike Schmidtmann coaches business owners and sales leaders across the USA. He works to drive results in sales recruiting, new business development, and profitability.

Mike led sales for Inacom Communications for ten years. then founded and built a $30 Million business unit for SPS.

Mike produces the award-winning Trans4mers webinar series on IT sales and management subjects. He is a frequent public speaker on business topics.

He lives on a farm in Northern Virginia with his family and assorted horses, alpacas, goats and dogs.
Play "Stump the Chump"

E-Mail Mike with a vexing and perplexing question and you'll get a telling and compelling reply.
Mike Schmidtmann

(703) 408 - 9103
Mike@Trans4mers.net