If asked, by a client or prospect, could you clearly articulate “Why You” or “Why Your Company”? Would your staff, other business units or referral sources deliver the same clear and consistent message? What makes you different than your competition? Is that message clearly defined and repeatable?
Key exercises/tangible deliverables:
Identify what your organization has to offer, prioritize what are the critical aspects that are meaningful to your client or prospect, identify your field advantage that is unique, measurable and defendable.
- Develop a clear, concise and connected message on “Why You”
- Clearly define in a repeatable message what differentiates you from your competition
- Balance your message with both right and left brain content and structure