Fast Forward Selling … In
By Lois Creamer
Celebrate your small business! We are the
fastest growing segment in the economy
right now. What does that tell us? We need
to keep growing and adapting to change in
our markets. Your ability to adapt to change
will directly result in your being successful.
There never has been a better time to be
reminded of some of a basics needed in
order to thrive – not merely survive. I
constantly preach to my clients that their
number one concern must be positioning.
That’s a secret of success! The “P” word. It’s
a word we all hear constantly, however, are
you practicing great positioning?
Positioning is a word you hear constantly.
What does it mean? And what can great
positioning do? In a word – everything!
Know who you are and what you do! Be
crystal clear about it. You need to create a
positioning statement™ for your business. It
promotes you by concept and outcome of
working with you. You must be able to
communicate who you are. Be aware this is
not a new idea by any means. You’ve heard
it called an “elevator speech”, a “60 second
commercial”, etc. I created the term
positioning statement, because a good one
can add an extra dimension beyond merely
defining who you are and what you do.
Soon to hit the bookstores is Jack Canfield’s
newest tome, “Success Principles”. (You
know Jack – he’s the “Chicken Soup” guy!)
I’m privileged to have Jack as a client.
When he decided to write about positioning
in his book, guess who he called? Was I
thrilled? Hey … I LOVE chicken soup!
The reason Jack chose to include my
thoughts and work on positioning was
simple. He said he remembers my
positioning statement, and likes the ones I
help my clients create. (It is a GOOD thing
when clients remember your work!)
Let me throw out some examples. How
about my own? I consult and speak, and
have positioning statements that relate to
each. For my consulting – “I work with
small business owners and entrepreneurs
who want to book more business and make
more money”. For the speaking part of my
business – “I work with organizations who
want to Fast Forward their selling skills in
order to increase success and profitability.”
Short, sweet, and to the point. The first part
of my statements speaks to the concept of
working with me, the last part the outcome.
I will tell you one thing about a good
positioning statement – it works! You need
to create one for yourself. Each part of your
statement can stand-alone and be
meaningful, however, the entire statement
is most meaningful when used in its
entirety. So, where do you use your
In a word – everywhere! Once you develop
yours, say it over and over and over. I
suggest to my clients that they say it 100
times a day for a week! Leave yourself a
voice mail message saying it. See how it
sounds to you. Say it to friends. Run it by
colleagues. Solicit their feedback! Better
yet, run it by some of your clients. As small
business owners, we must be in the
Further, your positioning statement should
be prominently displayed on all of your
promotional material. That includes your
A great positioning statement allows a
prospect to quickly determine if what you
do is meaningful to them. It allows you to
qualify prospects better. What can this do
for us? Make us more productive for sure.
After you develop and adopt a great
positioning statement, what else should you
do? I suggest the following.
Do your homework. Who are your clients
and prospects? What motivates them in the
marketplace? What challenges are they
facing? What needs do you fill in the
marketplace? Make sure you clearly address
Think small. Never try to be all things to all
people. It just doesn't work. The narrower
your market, the better chance you have of
getting the business. Be an expert in the
Promote yourself and your service. Be
creative. What distinguishes you from your
competition? Be specific. Be memorable.
Tell your story. Tell it over and over. Tell it
at every opportunity to anyone who will
listen. Talk about it. Write about it.
Create an image. You can create a visual
image with logos, stationery, brochures,
words, videos, newsletters and more. All of
these things contribute to your corporate