3 Mistakes People Make When Describing Their Business (and how to avoid them!)
I’m obsessed with helping people talk about their business in the best way possible. That’s why this month we’ve been focusing on your “what” and why it’s SO IMPORTANT.
Buckling down and identifying what business you want to start is a big project in itself, but then how do you actually talk about your business when you meet your ideal customer (online, IRL, or otherwise!). You’ve researched, talked to your audience, aligned your strengths and are ready to solve all the world’s problems now, right? But how are you going to describe all that glory to your ideal customer? An elevator pitch, if you will. Whether you're talking to friends, family, prospective clients or complete strangers, you'll want to be prepared with how to explain what it is you're doing.
As you start to narrow down how you’ll be describing “what” you do to anyone you meet, you want to make sure you’re not missing any opportunities to scale or acquire a new client. Sometimes you’re so deep into this thing, it’s hard to see where you might be missing your chance, but don’t worry, that’s what I’m here for! There are really just 3 most common mistakes I see business owners make when they’re talking about their business.
MISTAKE #1 - Not being able to describe your business in layman's terms or not being concise enough and therefore confusing everyone around you.
How to avoid it: This one is huge! Of course, you’re having a hard time narrowing down what you do into a sentence or so. You’ve spent hours of time, research resources, finances, etc. investing in this thing. Starting a business is risky and you want to make sure it sounds legitimate, but confusing people is unfortunately not the way to do that. Avoid the smoke and mirrors and trust that your work will speak for itself when it gets the chance. Being able to articulate what you do in a way that’s compelling but still super easy to digest is a respectable skill that people will recognize as such.
Simply sit down and consolidate your “what” to about 3 to 5 sentences (think under a minute or so of talking). While here, envision the cocktail party, Holidays with the family, and then the question “so what do you do?”. Make sure your new beloved “pitch” will work in that setting. Will your Gen Z cousin get it? Will your Grandpa understand? Try calling them to ask and don’t forget to still be confident! Practicing and gathering feedback from others will ensure you communicate your "what' in a way that is easily understandable so don’t forget to fine-tune as you hear things.
MISTAKE #2 - Making it all about you without first listening to your prospective client’s needs/pain and not asking questions (YIKES).
How to avoid it: I totally get it, you’ve done your research and this thing is your baby. You already know the pain, your strengths, and the solution! You’re ready to roll, let’s get this show on the road, right? Wrong. Part of the job is listening to the pain over and over again. That’s what you went into business to do. Every time you start a new conversation with a potential client, you need to re-hear the story. That’s part of the value you’ll be providing, is the listening. Everyone wants to feel heard, especially by someone they’re about to hand a wad of cash too. So, listen, ask questions, be normal, engage. Don’t forget your manners just because you’re excited to get to your solution! By asking the other person questions the focus is on them, and how you can help them - rather than it being all about you (because it's SO not).
You know your business and your strengths, they know their needs, so see where those two things meet and don’t just assume. Pro tip: you might not even be able to help them! Maybe, they’re not your target client. That’s okay too! It’s all part of the deal, but don’t let it get you down! Which brings me to the next mistake.
MISTAKE #3 - Playing down your business or not being confident about what you have to offer.
Resolution: On almost the opposite side of the spectrum from being too confident, I see people struggling to know their value and being proud of what they do. Listen, being your own boss gets a lot of flack and doubtful onlookers, and you might not be feeling totally confident the first time somebody asks you about your business. That’s okay! Practice will make perfect on this one. Believe in yourself and believe in your business. You’ve put in the time, the research, the passion, the money maybe. You know this thing and it is fully yours. In that same sense, don’t take things too personally. If people have feedback for you, listen to it, but know too, that you could very well know more about this industry than them at this point.
Allow yourself to visualize ultimate success when talking about your business to a potential client and talk about it like that. Help them see the vision you’re so in love with!
Whether you’re too confident and talking someone’s ear off, or not confident enough and undermining yourself, these 3 check-in points will help to get you back on track and ensure you’re prepared to introduce your business to anyone you come into contact with. So long as you remember to listen, check your ego at the door, and remember why you love what you do and why you do it, you’ll impress anyone along the way, including your future clients.
Holly works with professionals to create services-based businesses using expertise and strengths they already have. Holly is the creator of The Consultant Code, a program will have you up, running, and profitable with your services-based business in 60 days or less! Want to learn more? Drop her a note at: holly@hollyknoll.com
