Interview Patty

Key Point Killers

June 18, 2024

Your primary role as a business owner is to position your company in the marketplace. Yes, you work with clients, run your company, and handle sales. But unless you intentionally position your company, you are likely to struggle with all the rest.

Most business owners hear ‘positioning’ and think ‘marketing’. But the truth is, the basis for all marketing is messaging, which relies on clear, concise communication.

And… most business owners have things backwards. They worry and fret about marketing, marketing, marketing, but lose sight of positioning.

Correcting someone’s perception is much harder than creating a well-designed, compelling message. Within that message, identify your ideal buyer and use language that makes people curious.

For example, if you tell me, “I work with companies that don’t yet know they have a problem,” I would be curious. I would wonder: “What does that mean? Am I one of those companies?”

Messaging that makes people curious is great because it encourages them to ask questions and engage with you.

Today’s Question:

What have you found is the best way to get your message across?

But Here’s the Twist
. . .

The first step to developing a clear, concise message is to develop your key points.

Key points are concise, standard messages to define your company and to foster curiosity. You might only have one or two key points but no more than three so people can retain what is most important.

But beware, these key point killers can cause confusion instead of clarity:

  • Lack of planning before the interaction
  • Lack of clearly understanding what you want to accomplish in the interaction
  • Lack of clearly understanding your own key points
  • Lack of practicing your key points so they are conversational

Think through this example to determine your key points. You recently met an executive or business owner you think could be an ideal buyer. You have several business connections that have paved the way for a meeting. What do you want to accomplish in this meeting? Perhaps: “I want to build rapport and test my theory that this person is an ideal buyer. By the end of the meeting, I will know whether I want to move to the next step in my process.”

With a clear goal in mind for this meeting, what are the specific pieces of information you want to share with the buyer – your key points? You want to position your company as uniquely capable of providing solutions without sharing a specific recipe. Focus on the what, not the how.

For example, one of my key points is: “I’m passionate about empowering women business owners and helping them generate more revenue with less stress.” In this statement, I’ve shared the what, not the how.

-- Excerpt from Patty’s book, Your Hidden Advantage: Unlock the Power to Attract Right-fit Clients and Boost Your Revenue

Now What?

Communicating your value by consistently using your key points is the centerpiece of your messaging.

This applies as you’re building, and certainly as you exit your business. Your key points will evolve over time, just like your goals and dreams.

In the case of your business exit, you're not just selling a company; you're transitioning a piece of your identity. Your business is an embodiment of your passion, hard work, and aspirations.

At some point, you will exit your business, whether it’s voluntary or not. Are you leaving your life’s work, your impact, and your ability to build wealth in the hands of fate?

Exit readiness is a strategic and ongoing process that involves setting the stage for a smooth transition, maximizing business value, and ensuring your legacy endures.

Women who have successfully exited their business have shared with me that the most successful way forward was having a trusted, knowledgeable business advisor who could be objective and caring.

That’s the role I fill, helping the owner with the practical, emotional, confidential, and logistical puzzles that plague the exit process.

An Elegant Exit™ requires a new way of thinking, new skills, a simple and elegant design, and an advocate on your side. Contact me to learn more. 

Discover your Exit Readiness Index™ with this assessment: http://she-exits.com/

A Note from Patty...

My life’s work is empowering high-achieving women business owners to fine-tune their operations and scale their revenue for strategic growth, creating real business value and emerging exit ready. That value can transform into wealth when they are ready to exit their company - and I believe that wealth in the hands of women elevates society as a whole.

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