Life Led Business’ Post

Name: Life Led Business on LinkedIn: #communicatevalue #testimonials #competitiveedge #elliotforte…
Uploaded: 2024-12-17T14:24:59.782Z
Duration: 3 min 2 s
Channel: Life Led Business

Life Led Business

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Why would someone pick YOU in business? "You're both in the same room. You're both standing there, you might be wearing the same thing. I'm sitting here, I've got my money. Why you, not them?" Elliot Forte talks about the importance of communicating value, third-party validation, and testimonials to stand out. #CommunicateValue #Testimonials #CompetitiveEdge #ElliotForte #StandOutInBusiness #BusinessSuccess #ThirdPartyValidation #sales #lifeledbusiness

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My name is Elliot. I'm going to pull the card out of this box at random, tell you what it means. It's a business lesson, today's card says. Without third party validation, your new customers doubt your integrity. I've come across this a lot so if I'm working with businesses they I will ask them. Say, why would someone pick you instead of someone else? What's what's the difference? And whatever business you're in, charities, competitive private sector, public sector for funding, it's always a competitive environment even if you don't think it is. So I always say to them very early on, why are you, if you were standing in a room, the pair of you, your competitor or the alternative and you and I was sitting there, why would I pick you and not the other person? If the products virtually the same and they will say words like quality. Our quality, and I always say that I don't know what that means. I don't know what quality means. It's it's just a word that could mean anything. And the test is when you're selling something is if I can say it. And so if I can say what you think is your competitive advantage and not get in trouble with trading standards or challenged by anybody, it's not strong enough. So you need tangible real things, things that are not woolly. Specific things and so the best form of. Validation if someone else says it. So you've got a few factors to consider there. Throwing the card on the floor, a few factors to consider there. 1 is do you really understand why someone picks you instead of someone else? And if you do, can you quantify it? And once you've done that, if you just say it, you know, I'm really good at what I do. That is nowhere near as strong a validation. There's someone else saying it. For example, I'll sit there and I'll say, ohh, I've worked with 3000 businesses and you know, it went well and there's some tangible elements to that claim. There's 3000 bit. However, if I just get five of those businesses to say Elliot was really good at what he did and I trust him and he did a good job, that will be my claim. Because third party validation is much stronger than you saying anything. So there's lots of things to unpack there. 1 is do you really understand why you're good? Why you're better than someone else? Why someone give you money or choose you for funding over someone else? You just line them up. You're both in the same room, you're both standing there. You might be wearing the same thing. I'm sitting here, I've got my money. Why you not them, right? When I define that and drill it down to that very sharp, insightful sentence, that's why I win and that's how I use a blueprint. I then go and look at what I say on their website, what I say in my communication, in my e-mail signature and say, have I said that? Because that's the competitive advantage. Once I know what it is, go and find someone else to say it. Third party validation. That's testimonials. It's easy, send them an e-mail. What did you like working about with me? What difference did it make? Would you recommend me? That's literally the three questions I ask every time. People always reply.

Tori Jordan

Director, Still Sisters

Interesting - we had this conversation today! Why us? In such a competitive market. Love this - we will be actioning this! Thanks Elliot!

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