Your World-Class Opportunity Statement
What do you do for a living? It’s a simple question and the number one question we get asked in sales.
But how you answer this question either differentiates you and your services, or groups you in with the thousands of others in your industry as a true commodity. Most people fall into the commodity trap by literally saying what they do. “I work in real estate.”
When you study the croc brain, the brain is looking to protect you from information that isn’t new, novel, or different. This part of the brain is fearful and suspicious and looks to “eat” or dismiss information as quickly as it comes in. Stop giving people reasons to discard you in the first 30-seconds of a conversation, because you tell them what you do. Instead, share what you believe, why you believe it, and THEN what you do as a result of your beliefs in a conversational tone.
Statistics tell us we have anywhere from 10-30 seconds to make a great first impression. And it takes 21 positive interactions to overcome one bad first impression. How we use those first 30-seconds can be a game-changer on how we attract business.
The next time you get asked the “what do you do for a living?” question we want you to be in the mindset of opportunity. To hear this question as a performance moment to differentiate you and your services by leading with what you believe vs. what you do.
For example, here’s the first three components of my personal opportunity statement:
- I believe that trained people consistently outperform untrained people.
- I believe this because of my background as a former college athlete. I also believe this because I’ve spent my entire life studying top producers, and now coaching top producers. They ALL have a great coach, trainer, teacher, or mentor who have helped them get to where they are.
- Because of these beliefs, I founded 90-Day Sales Manager where we help entrepreneurs grow their business through a P90X style of sales training.
The Six Components of a World-Class Opportunity Statement:
- Start with what you believe vs. what you do
- Tell them why you believe it
- Now tell them what you do because of your beliefs
- Transition into how you do it different from others
- Build social proof through who you’ve done it for
- Finally, ASK for the business once shared beliefs are established
Remember, people don’t buy what you do, they buy what you do it. Simon Sinek delivered one of the most popular TED Talks ever on “Start with Why.” We’ve bought into this concept and have added a few more layers in explaining our services. Once you have mastered the six components above then your Opportunity Statement should also serve as your marketing plan. It should be EVERYWHERE.
Opportunity Statement as a Marketing Plan
Your 7-10 word belief statement should be on your business card and in your email signature. All six parts should be on your website and marketing collateral. Too many people overcomplicate their marketing. Simplify it by starting with why, and then get it in front of as many people as possible (I see your name everywhere) to attract the right people who share your beliefs and repel the wrong people who don’t.
Your opportunity statement should be aligned with your opportunity filter of people you WANT to do business with. This starts by defining the exact type of clients you want to attract. I have a clear filter of people I want to coach (hungry, humble, coachable, enlightened). Having a clear belief statement and filter allows me to know in the first 15-seconds if I want to do business with someone rather than chasing them for 15-months.
Unfortunately, most people don’t do the heavy-lifting required to figure out their beliefs and their filters. Remember, the buyer almost always has the advantage over the seller. You can pick and choose who you want to do business with. Most people in sales, however, are taught to chase anybody with a pulse and a pocketbook. When you have an abundant mindset you will see every conversation as an opportunity. You are interviewing them as much as they are interviewing you. Once you’ve mastered your belief statement you can read their body language to decide if YOU want to do business with them (shared beliefs/buyer vs. seller).
This concept is much different than the vaunted “elevator pitch” for two-main reasons: (1) You start with what you believe vs. what you do to attract, and (2) You ASK them for the business/call-to-action once YOU decide you want to do business with them. An elevator pitch does neither.
Final Opportunity Statement Thoughts
Master your opportunity statement and the sales process will start to feel much more like natural conversations. There’s nothing more empowering than knowing what you believe and that you have something incredibly valuable to offer people through your services.
If someone doesn’t share your same beliefs it doesn’t make them right or you wrong; it just means you aren’t a great fit. We are only looking for those who are looking for us. Some will believe what you believe. Some won’t. But so what. With over seven billion people on the planet there’s a lot of opportunity in this world. We may as well do business with the people we CHOOSE to do business with.