Define your business: benefits, not features. Solutions, not tools. Example, in this era, production is not where the value is. Production can be outsourced. Ideas and solutions are where the real benefit is. You provide ideas that produce results. The production is a marginal part of the equation. The idea and the focus is what gives value to your clients. So, provide benefits in the form of a solution or idea.
For example, James Smith is an accountant. When his new friend, Bob, asks James what he does for a living, James does not say, “I’m an accountant”. This is a very “loose” benefit but what makes it a bad definition is it is a tool, not a solution. More specifics are needed. If James is a tax accountant that works with businesses, James’ defining his business should sound more like this, “I provide tax relief for business customers” or “I work to give companies the greatest tax return possible”. This is something that Bob can immediately relate to and understand the value behind what James does. Solutions and benefits. If you provide a product, it gets a little more tricky, but the idea is the same. For instance, you don’t “sell a new board game for kids under 12”, instead, you "provide a board game that allows young kids to use math equations while having fun”. This provides a solution for people to grasp and love about the product. This is a product that has benefits and a great idea to go with it.
Once you have had an opportunity to define the business, then you must look at when and how to ask for business. This will be explained in the next blog.
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