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How to introduce your company

How do you introduce your company to prospects? I’ve spend the past few months looking for frameworks to streamline our offerings to customers. One of these frameworks that I use a lot is the Perfect Pitch by Robert Craven.

I like it because it’s a very simple framework to get to the perfect pitch. That’s because it introduces limits to the people you serve, identifies the problem you can help with, and why they should choose you. There are five parts to introducing your company:

  1. We work with…
  2. Who have a problem with…
  3. What we do is…
  4. So that…
  5. Which means that…

Let’s go into detail for each of these steps:

We work with…

This is where you limit the sort of customers you want to attract. No-one is able to serve an entire market, so what you’re looking for is a lovely niche to carve out for yourself.

For the company I work for this would be: We work with small & mid sized businesses. (It’s not the best niche, but we’re still optimising that part.)

Who have a problem with…

This is where you want prospects to go: “That’s me! I have the same problem”. That means that you’ll need to get fairly specific.

The company I work for has: Who have a problem with their online marketing. It’s hard to see what works, even harder to chose from what’s possible.

What we do is…

No-one cares about what you do. Say that again: Nobody cares. This bit is only about setting up the last two parts of the introduction. So make a promise, that you’ll deliver on later.

Let’s use us as an example once again: What we do is clearing up the black box of online marketing: Showing you where there’s potential, and how it works.

So that…

After we introduce what we do it’s time to bring everything home. This is where people get their interest back because this part is all about benefits. Wait a moment before bringing out the big guns. This part is for the direct benefit of working with you.

The company I work for could use: So that you’re never out of touch with what’s been done, what’s worked, what hasn’t and where you should focus on next.

Which means that…

This is your final chance to score, and it would be a shame to miss because we’ve gone through all that set-up. I like to say that this part should get B2B people promoted, and give B2C people bragging rights in the pub. This is the secondary, but more powerful benefit of working with you.

So the company I work for would have: Which means that you’ll never miss an opportunity to sell more to more people.

Bonus: Just ask…

Why would I ever believe what you claim? Show me some proof! So brag about the thousands of customers who bought from you, or the awards you won, or even the cases that prove your point.

One last example: Just ask the 100 companies we currently work for. They’ll tell you that they saw an average improvement of 267%

Let’s put all of that together: We work with small & mid sized businesses. Who have a problem with their online marketing: It’s hard to see what works, even harder to chose from what’s possible. What we do is clear up the black box of online marketing: Showing you where there’s potential, and how it works. So that you’re never out of touch with what’s been done, what’s worked, what hasn’t and where you should focus on next. Which means that you’ll never miss an opportunity to sell more to more people. Just ask the 100 companies we currently work for. They’ll tell you that they saw an average improvement of 267%

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