Sandra introduced herself as a business communications coach. In her pitch, she told me that she helped highly trained leaders in various industries who had trouble communicating with precision and clarity.
I liked Sandra’s use of pain and her call to action in her pitch, but it was far from where I wanted it to be. What she was lacking was a niche of both who she targeted and her focused specialty in the vast area of communications.
Once I challenged Sandra to pick a specific industry, she laundry listed a whole bunch at first but when I asked her to narrow it down in terms of importance, she was able to identify Manufacturers.
Then upon further questioning, the most expensive problem she was able to identify that she helped with, was helping non-English speaking executives overcome the inability for upward mobility which potentially caused them to leave their jobs in frustration.
Even though research needs to prove me right, I thought that the Non-English-speaking executives were a brilliant niche with and expensive problem of attrition.
It took us twice as long as usual to get to a tightly defined, concise elevator pitch for Sandra but I think she will find that it works so much better for her in the future.
If you thought what Sandra went through was a great experience, come be my next Guest!!
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