Learn From the FireMan – Be Clear about What You Offer.
I’m enjoying some time in Jamaica on the beach, and well, I just can’t seem to turn my business mind off. There are so many entrepreneurs walking the beach here, selling everything from jewelry to steel drum songs.
Yesterday, we enjoyed fresh lobster from the “FireMan”. The FireMan walks up and down the beach and peddles fresh lobster and conch, cooked on his fire at the beach. We bought a fresh lobster. In 20 minutes we were enjoying cooked lobster complete with garlic butter and a few pieces of garlic bread. Delicious!
Today I noticed him walking up and down the beach again, but there weren’t many takers. I got up and began telling the other couples we had met about the lobster and it wasn’t long before people were calling after the FireMan for their own fresh lobster.
The Fireman’s mistake? No one knew what he was selling! He needed a picture of cooked lobster or a sign that clearly asked people if they wanted freshly cooked lobster.
I see entrepreneurs making this mistake all the time. They go to events and when asked what they do, they say things like “I’m a healer” or “I’m a coach” or “I do bodywork”. Yes, if you are standing in front of someone who already knows your industry that could work. But most people don’t really understand what those things are.
Most importantly, they don’t understand how those things are going to benefit them enough to pull out their credits cards and spend money on those services.
That’s when the reaction of “Oh that’s nice” or “Oh, how interesting” comes up. But those reactions rarely if ever lead to a new client.
You’ve got to talk benefits! I know you’ve read and learned this a thousand times in a thousand newsletters, but it merits repeating.
You don’t just do bodywork. You help athletes recover from sports injuries. You help busy professionals work longer without pain. You help busy moms get less stressed so that they can be with their children without getting impatient.
You don’t just do Reiki. You reduce pain without medications. You help someone connect with their guides so that they can make a big decision faster. You help single women find peace around waiting for their perfect partners to appear.
You aren’t just a coach! You help women find careers that they love. You help moms lose their baby weight. You help entrepreneurs fill their businesses with amazing clients.
You sell results. And it is important that you speak about those results clearly and openly. It is your responsibility to put your gift into the world in a way that people clearly understand.
I learned about the FireMan from someone else telling me about him, and it was one of my favorite experiences of my trip. How sad would it have been if I had missed him?
Don’t let people miss out on you.
Monica–
Thanks for putting this message into a truly concrete light! Great article. I’m sure it will help many of us stop wandering the beach with few clients to show for our efforts. And I’m glad you had a great trip!
XO, Elizabeth
Hi Elizabeth,
I had a fabulous trip! And great lobster!! 🙂 Thanks. Yes, I’m hoping that the article will keep many others from “wandering the beach with few clients to show for their efforts”!
-Monica
Monica,
Great blog. You are right on about the responses people give when asked what they do. I go to many networking events and notice some women are hesistant to explain what they do. Thanks for bringing this issue out into the open.
Diantie Persaud – CPA
Hi Diantie,
yes, the more clarity we’ve got ourselves, they better we get them across. And speaking in benefits is the best way to get the other person’s attention.
Thanks for sharing,
-Monica
Thank you Monica for a great reminder to highlight how you help vs what you do. It’s very important in my business of corrective fitness to make sure that people know that my company is not about personal training but that it teaches people how to exercise correctly so that they continue on the road of healing after completing their physical therapy or post injury rehab training… and more. I am working right now on writing an elevator pitch around this concept.
Perfect, Galina! Have an “elevator speech” ready at all times. I should be able to wake you up at night and you could tell me how you help your clients, concisely and benefit-loaded.
-Monica
Monika thnx for sharing great article.
it will use in my business.
Archit
Hi Archit,
thanks for sharing. Let me know how implementing those ideas are working for you. I’d love to hear from you.
-Monica
Thank Monica! Great article. I can never hear this piece of advice enough!
Glad you enjoyed your vaca and your lobster (love lobsters esp fresh from the islands…YUM)
-Leslie
Thanks Leslie! It was a fabulous vacation and oh so great lobster! 🙂
-Monica