Still The Decision Model
Used well, this four-point definition/decision model can make your business thinking solid, swifter, and more customer-centered.
- An explicit description of our customer and the niche market he or she represents
- A company name and identity that fits and appeals to that ideal customer
- A tagline that states what we promise and deliver
- A “do line” that answers “What do you do?” in a few words
The goal of the four-part definition is the deep thinking. That’s the only way to stand on solid ground when the tough questions come. By thinking through and answering the four parts of the decision model, we’re writing the unique and compelling story of the business. .
How to Answer the Only Customer Questions that Count
The compelling story — the four-point definition — is important because it answers the only two questions customers care about when choose who to hire.
Key Question 1: What problem do you solve? (Can you, will you, do the job?)
Key Question 2: What is your unique value? (What do you cost? What are your benefits per buck?)
The two key questions are it. This is just one way the fou-point definition/decision model streamlines our business thinking. More on that laters . . .
Use the Two Key Questions
Now picture me back at that party where someone has asked, “What do you do?” I might answer this way, using the two key questions to guide my reply.
Answer to Key Question 1: I help businesses turn strangers into customer-friends who are fiercely loyal.
Answer to Key Question 2: I have a knack at seeing what businesses do in the way a naive, intelligent customer does. I show clients how they might fix any disconnects in their strategy and relationships.
When it’s you, be sure to answer the two key questions. Then STOP.
Let your audience have a chance to take in what you said. You’ll most likely hear your audience say it back to you in some way. Of course, it’s more meaningful when they talk about it themselves. Even their questions work in your favor.
Explian the problem you solve. Tell why you’re uniquely qualified. Then listen. When I do that I often hear someone tell me why I’m the right person to solve a problem.
Can you stand to hear a potential customer thinking, then talking, about how you might be the right person for a job?
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.