Here are some tips to make sure you are ready to answer the "so what" question in your market: I got my aha on this when several people recently decided not to join our CEO Club because of the cost. Let's face it, business coaching is expensive. But I know the actual cost is not really the issue here. In every case the business owners who decided not to buy or continue in the program had enough money. It was not the money itself,Cheap Ron Jaworski Jersey, it was their understanding of the difference it makes. 3. Define your product or service values in terms that will match the needs of your target market specifically. If your market is the low price buyer, then define low price in terms that will matter to them. In almost every case there will be other low price services or products available. To make the difference, you need to be able tell your market what difference your low price makes. Of course, if the difference you make is not about price, then you need to be able to state that difference just as clearly. These simple starter ideas will open the door to a deeper and broader awareness of what your market needs and wants. The better job you do answering those questions, the stronger your prospects for growth will be. Along the way,Cheap Terrell Davis Jersey, I discovered that this same question was critically important for business owners. With very few exceptions, buyers have choices. They can choose to buy from you, or from somebody else. Their buying decision is made up of all sorts of considerations, but underneath all of the product or service evaluations, underneath the questions about quality,Cheap Warren Sapp Jersey, price, durability, and availability is this core value. What difference will it make if I buy it, and what difference will it make if I buy it from you? Now, back to your business. What is true for my business is true for yours. People have choices. Especially during times of economic stress like we face today, people are careful to look for the greatest value. Often business owners default to the idea that greatest value is defined by lowest price. In some cases this is true, but even that default value has hidden within it this truth - the real question is what difference does it make. Your task, as the seller, is to know what difference you can make for the buyer and then make sure that you communicate that difference well. I started asking this question when I was teaching as a university professor. Many of my students were planning to go on to be teachers themselves, and I wanted to challenge them to think beyond the curriculum. I wanted to help them figure out how to make the classroom relevant and important to their students. You might be surprised at how many of them had never even considered the question. So, what difference to you make? Ask that question of yourself and then ask it of four people you trust to be brutally honest with you. The value of your business is in the difference you make for customers. Learn to communicate that and your business will grow. It is just that simple. Here's the reality, no matter what you spend on a business coach, it is money that you don't have available to spend on other things or to put into your own pocket. As a business owner, that makes coaching expensive. So then why do it? Why pay a coach for his or her services? The only reason to spend the money is because you understand that hiring the business coach will make a difference for you that is worth the cost. During the past year I have had several opportunities ponder this issue but it has really come home to me in the past two months. I thought I had answered this question in my own business years ago. In discussions with several clients and with prospects I am reminded that answering it once does not answer it forever. The difference you make must be restated as the conditions around you change. In other words, So what has to be answered in terms of today and tomorrow, not yesterday. 2. Define customer expectations in terms that the customer and your team can easily understand. If you tell your customers to expect the "best customer service in your industry," then make sure you know what that means and how you will demonstrate it to them. Remember that the demonstration must be something that will be understood on their terms, not yours. 1. Create, promote, and enforce a company culture that holds every member of your team accountable to the same standards. Don't fall into the trap of believing that if you tell them or even show them it will be enough. Culture, especially the core values that drive it, needs to be clearly defined in writing and aggressively defended at every turn. So, write your culture out in clear terms. Engage your team in both the creation of the terms and the means for measuring and enforcing the culture. So What? That is the question I have been asking my clients and my students for the past 15 years. So what? So you make a very cool widget? So what? How does that widget make a difference in the life of the person who buys it? So you offer the most amazing service? So what? What difference do you make for the businesses you serve? I want to know, how does what you do or what you sell make a difference for the people or the business who buy from you? I heard a great commercial just the other day that brings this home. The ad was for Mercedes-Benz. At the center of the ad was this idea, "we sell quality cars, but not the only quality cars." To convince people looking for that quality that they should consider a Mercedes, the ad emphasizes the difference they will make through relationship, service and quality. In the end, those things will matter more than the price to their buyers. 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