It’s Not About You

Ever met someone new and right away all they did was talk about their story – who they were, what they did, where they’ve been?  Yawn.

How about your employees – especially the ones who speak to customers and prospects?  Do they do the same thing and dominate a conversation by telling your company’s story – about how and why it was formed many years ago, thinking the story will resonate with folks and make you special?

The problem with this approach is that your story is about you.  People don’t buy from you unless they know how you can help them and in this case, how your story benefits them.

Don’t get me wrong – some people will find your story interesting and many of you have interesting histories that you are rightly proud of.  But people buy from you only if you can help them solve a problem or achieve a gain and they believe that you can do it better or at least as well as your competition.

So you’ve been in business since 1922 – this is a feature of your business.  Tag on why this is a benefit to the prospect – you certainly don’t want to leave it up to them to connect the dots. A prospect could surmise that your longevity is a sign of stability and sound management, or alternatively, that you do things the old fashioned way and have antiquated technology, or lack the most current products or services.  Do not assume that positive thoughts will be generated if you leave them to connect the dots. That’s your challenge!

If you’d like to learn more about how to communicate features vs. benefits, click here.

And, of course, if you need help distilling your story into strong, tangible benefits, give us a call, we’d love to help.  Contact me at 303-795-3539 or


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