What don't you do?

So many pitches for business highlight their story with beautiful graphics, images of expansive office space and staff, a list of past and present clients….and the list goes on – and there is an argument that this background information is important.

But your prospects want to quickly grasp what it is that makes you different – and that message needs to be prominent.  So what can you do differently in your pitch for business? 

How about a Powerpoint slide featuring a list of the things your company does NOT do?  Carefully researched it can be a powerful way to separate yourself from your competition and narrow the focus of your potential buyer.  The other stuff is important but your prospect will be going away with a copy of your presentation, so your technique should be to flick through those preliminaries and then pause on the slide that matters – what you don’t do!

 Buyers don’t want to struggle to understand your story. They want to quickly grasp what you do, evaluate how you’re better or different than alternatives and then make a decision.  So helping them to navigate that process will improve your success rate. 

So say what you don’t do, so they can focus on what you can do, and knock your competition for six!