Digest...

Here are three simple tests to select a name that works.

1. Is your name easy to say?

Forget Greek, forget Latin, forget inventing new words. The very first (and most important!) test comes down to fluency: Is your name easy to say?

2. Does your name clearly describe who you are or what you do?

If you have to explain, translate, unpack, justify, or do anything else other than just say your name, something's gone wrong. Your name should be screamingly obvious. Again, clarity trumps creativity... and absolutely murders clever.

3. Is your name about them or you?

You know who "them" are, right? "Them" are your prospects, your customers, your audience. Like everything in marketing, your name should be about "them," not about "you." To be effective, your name should be about the people you're trying to reach. Your name should address their problems, their fears, their solutions, and their hopes. It should hint at the hell from which you'll deliver them and the heaven to which you'll save them.

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Digest...

As you’re leading the sales conversation, you can talk specifically about people obstacles. People problems come in all shapes and sizes:

-- >  Recruiting top talent

-- >  Employee engagement

-- >  Recognition and reward

-- >  Communication and collaboration

-- >  Silos and turf wars

Entire industries have been built around business process improvements. Process problems show up as inefficiencies, gaps, missed opportunities, too many steps, too much paperwork, or too many layers between customer and company:

-- >  Customer service

-- >  Delivery

-- >  Marketing

-- >  Regulatory compliance

-- >  Strategic planning

Profit problems are varied as well:

-- >  So that you sell more

-- >  So that you cut costs

-- >  So that you avoid discounting

-- >  So that you open new markets

-- >  So that you expand your product line

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Condensed...

Elevator Speech

An elevator speech is a short, 1-2 sentence statement that defines who you work with (target market) and the general area in which you help them.

About 10 seconds long, it’s used primarily at networking events to attract potential clients and stimulate discussion. The following elevator speeches show you how some people describe what they do:

-- >  “I work with small businesses who are struggling to sell their products or services into large corporate accounts.”

-- >  “We help technology companies effectively use their customer information to drive repeat sales.”

-- >  “I help small-to-medium sized manufacturing companies who have difficulties with unpredictable revenue streams.”

Unique Selling Proposition

A unique selling proposition (USP) is a statement about what makes you and your company different from other vendors. Its primary value is to create competitive differentiation. A USP is often used in marketing materials or in talking with customers who are ready to buy. Here are a few good USP examples:

-- >  We specialize in working with financial institutions. (Specialty)

-- >  We guarantee service in 4 hours or your money back. (Guarantee)

-- >  We use a unique tool called SureFire! to analyze your critical needs. (Methodology)

USPs are far more effective in the business-to-consumer market than in business-to-business sales.

Value Proposition

A value proposition is a clear statement of the tangible results a customer gets from using your products or services.  A strong value proposition is specific, often citing numbers or percentages. It may include a quick synopsis of your work with similar customers as a proof source and demonstration of your capability.

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