BRX Pro Tip: Create a Signature Offering
Stone Payton: And we’re back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, exactly what do you mean when you recommend that people in the professional services arena create a signature offering?
Lee Kantor: Well, the bottom line is you can’t be everything to everyone. Most people get confused when there’s too many options. And at the end of the day, if they can’t understand what makes you special, then they’re not going to hire you. And a lot of times, when you’re just kind of a generalist, you’re diluting your positioning, and you’re not kind of standing out as the go-to person for something.
Lee Kantor: So, I think by creating a signature offering, one clearly defined package that becomes known as your thing, the thing that you do that no one else can do, or the thing that you do better than anyone else, that’s when you have an opportunity to position yourself in a place where no one else can compete with you. Now, this doesn’t have to be your only offering, but it should be your flagship offering, and this is what people should think of when they think of you. It should be easy to explain. It should be easy to sell, and it should be easy to deliver consistently.
Lee Kantor: When someone asks you what you do, they shouldn’t hear a whole diatribe. It should be simple. I help blank achieve blank through blank. It should be that simple. The clarity is important. It makes marketing easier. It makes sales conversations shorter. It has to be easily understood. It has to position you in a place that no one else is. And it has to help you build a reputation in the market so that people know that, hey, if you want this, you go here.
Lee Kantor: So, you think about it. What is your signature offering? What is something that’s specific to you that you can deliver in a way that is going to be transformative for your clients? And once you nail that, everything else gets a lot easier. Your messaging gets clearer, your pricing gets simpler, and people actually understand what you sell.
