Some call it the elevator pitch. Some call it the personalized introduction. At Silver Bullet Advertising we call it the Believability Assertion. No matter what you call it, when it is done effectively it establishes trustworthiness and opens doorways and possibilities.
In business enterprise the Believability Assertion is as essential as a business enterprise card. You need to be ready to say who you are, what you do and how men and women profit from what you do in as minor as ninety seconds. As we talked over in a past article, the Agenda Assertion is a wonderful way to begin a assembly with a prospect or consumer. This 45-2nd piece of magic allows your prospect/consumer know the function of the assembly and what you happen to be likely to cover.
When you follow your Agenda Assertion with a concise and crisp Believability Assertion, it is like providing a 1-two punch to the way your prospect/consumer perceives you. Try to remember that men and women do business enterprise with men and women they like and belief, and how you are perceived frequently determines whether you can expect to get the offer or not.
The Believability Assertion can assist you reduce buying resistance and communicate that you are a skilled and profitable specialist. Optimistic Results of a Believability Assertion: It will posture you as a unique and hugely skilled skilled It will communicate how consumers profit from your product or service or company It will express your worth It will enable the prospect know you have labored with firms like theirs in advance of
There are 4 areas to the Believability Assertion: 1.My Business and Me two.Usual Shopper 3.Success Story 4.Transition to Discovery
My Business and Me
Open the Believability Assertion with a function-loaded introduction of your organization and on your own. When I say “function-loaded” I signify a paragraph with seven-8 sentences that talk to: Your firm’s history Your firm’s market or spot of specialization two or 3 characteristics about your organization Your related expertise
Here is an instance introduction from the economical products and services earth:
Mike I am not certain how a great deal you might know about Cedar Countrywide Financial institution. Truly CNB was launched by a smaller group of business people in 1954 and has developed into a leading personal and business enterprise financial institution. We are now the 2nd biggest impartial financial institution centered in the point out with assets exceeding $16 billion and we are the only financial institution in the japanese United States that has been regarded by the Greenwich Associates with 6 awards for Excellence in Business enterprise Banking. We have about sixty five branches in the tri-point out spot. I have been in banking for twenty decades, and I have used the previous seven of all those decades with Cedar Countrywide Financial institution doing work with food items producing providers in the Hudson Valley.
You want to follow up your introduction with a description of your common consumer. Your description must resemble the prospect or consumer you are speaking to. Accomplishing so will build trustworthiness due to the fact it will give your consumer/prospect confidence that you have labored with consumers like him in advance of.
Case in point common consumer: I ordinarily function with massive agribusiness providers who want to execute a extensive-time period development approach. And I commonly financial institution the organization by itself and then the key executive officers far too.
In the course of your Believability Assertion you want to share a accomplishment tale that illustrates how one of your consumers not long ago benefited from doing work with you. There are 3 areas to telling a persuasive accomplishment tale:
Problem: Describe the situation in a pair of sentences. Resolution: Clarify how you aided your consumer take care of the situation. Advantage: Clarify briefly how your consumer benefited from the resolution.
Case in point Success Story: For instance, not long ago we were ready to give a $five.five million business enterprise loan to a frozen meals organization so they could modernize their flash freezing products and include on ten,000 sq. ft to their output facility. Of course, we also welcomed the opportunity to function with the business enterprise proprietor on reaching personalized economical targets as effectively, and we were ready to give a innovative economical solution to assist him finance a holiday vacation household in Lake Placid.
Transition to Discovery
The previous element of your Believability Assertion is transitioning into the Discovery Action. We transition by looking for permission to check with inquiries. Like with the Transition in the Agenda Assertion, we hold out for our prospect/consumer to say “Yes” in advance of relocating on.
Case in point Transition to Discovery: Now that you know a minor about Cedar Countrywide and me, might I check with you a handful of inquiries (Wait around for a indeed!)
The Believability Assertion is a powerful tool you can use to speedily generate a wonderful impact in quite a few circumstances. For instance, just previous 7 days I used my trustworthiness assertion on my flight to Mexico Metropolis when my neighboring passenger asked me what I do for a dwelling. How quite a few a lot more circumstances can you consider of?