You might not realize that you have a unique way that you work with your clients. You have a distinct process, methodology, or approach.
It’s your company’s uniqueness that is often underrepresented in your networking and marketing. You know it’s underrepresented if you:
• Have difficulty succinctly describing the value the client receives when working with your company.
• Don’t know how to answer what you do in a way that distinguishes your services/products from all others that do similar work.
• Have a lengthy sales cycle.
• Are unsure how to move your clients through your products and services increasing the lifetime value for each client.
One of the biggest mistakes we see business owners making is that they think that developing a signature asset is simply packaging their products and services. While packaging is important, your distinct asset may involve your unique approach or alignment of the delivery of those services.
For example, we worked with a CEO of a training company that offered a number of leadership development programs. He was experiencing lengthy sales cycles and didn’t have a strategy to move his clients through the array of training services.
He worked through the framework in the Create Your Signature Program, where he examined his own uniqueness (which was influencing the company’s approach) and aligned the array of training services with the company’s Contribution World. From there, we looked at what connected each one of his leadership training options. Through working through our framework, he discovered that engagement was at the core of all of his training. We also showed him how his clients could move initially into and through his products and services increasing the lifetime value of each client.
By also naming his unique platform (his signature asset) he clarified his marketing messages, identified his speaking topics, and created content for the book he is writing. His signature platform is now a business asset where:
• His company is distinguished from all others that do similar work;
• His clients see how his platform can help them with engaging leadership; and
• His platform can also be included in the business valuation when he decides to sell it.