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About this lesson
In order to be successful in sales, you need to have a clear, concise description of who you help, how and why. In this video we take you through step by step and help you develop your C.C.D.
Exercise files
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Quick reference
C.C.D. – Clear Concise Description
You need to form a clear and concise description, so your customer walks away and knows who you are and what you do. If your description is too long and goes on and on, the customer will walk away a still not really know what you do.
When to use
Anytime you are trying to sell your product or service, you need to have a clear and concise description of you and your company.
Instructions
You can create a clear, concise and brief description of you and your company by stating the following things:
- Who you serve
- What you help them achieve
- What you believe about your customers, the industry or life
- How you help your clients overcome their biggest challenge
- Why you are different than your competitors
Example:
“At the Brownlee Group, we help companies and individuals optimize their businesses to grow 100-300% in 12 months or less, create loyal customers and double or triple their revenues. We believe that top-shelf training is the key to growth. We help our clients create lasting change in their organization through our online training, live events and one-on-one executive coaching. We’re different from other training companies because we not only focus on world-class content, we also give proven tools and strategies to create an unbeatable mindset and psychology that results in lasting change.”
Login to download- 00:04 In this video, we're gonna continue with step one,
- 00:08 being an expert in your industry.
- 00:11 And you do that by forming a clear and concise description.
- 00:16 A CCD, I love acronyms, okay.
- 00:19 So your CCD is your clear and concise description.
- 00:23 What does that mean, and why is that even important?
- 00:25 Have you ever met anybody, and you said, what is it that you do?
- 00:29 And that person goes into this long drawn explanation of what they do, and
- 00:34 you leave going, I still have no idea what they did.
- 00:37 Has that ever happened to you?
- 00:39 Happens to me all the time.
- 00:41 So you wanna make sure that you have a clear, concise, and
- 00:44 brief description of you and your company, okay?
- 00:47 And there's a few things that I would put in there to make sure that it's
- 00:51 totally clear what you do.
- 00:52 The first thing is who you serve.
- 00:55 So for example,
- 00:56 it might be a certain type of person with a certain type of challenge, right?
- 01:01 You might serve people who have addiction problems, or you might serve people who
- 01:06 are overweight, or you might serve people who want to excel in something, okay?
- 01:11 You may serve different types of companies in different industries, and
- 01:15 help them achieve goals, right?
- 01:17 So get super clear on who you serve.
- 01:19 And number two, what do you help them achieve?
- 01:24 What do you help those people do?
- 01:26 Okay, do you help them lose weight?
- 01:28 Do you help them take the habit?
- 01:29 Do you help them grow their companies?
- 01:31 Do you help them with their copy or needs?
- 01:34 Okay, do you help them with efficiency?
- 01:35 Do you help them save money?
- 01:37 Whatever it is,
- 01:37 whatever it is you help them achieve, you wanna get super clear on that, okay?
- 01:42 And next, what do you believe about your customers?
- 01:46 About the industry, about your products, your services?
- 01:50 Why is that important?
- 01:51 Because as humans, the way our brains work, we first connect with the why.
- 01:58 If we're gonna try something new, if we're gonna try a new experience,
- 02:00 if we're gonna buy a new product, or start doing business with a new company,
- 02:04 we want to know the why behind the how and the what.
- 02:08 And this is what's interesting.
- 02:09 Most companies in marketing and sales, they lead with, this is what we do and
- 02:13 this is how we do it, which is important.
- 02:16 But you want to lead with why you do it.
- 02:20 Okay, what are your beliefs?
- 02:21 Why? So now people can buy into what it is
- 02:24 that you do, okay?
- 02:26 Apple is great in this.
- 02:27 They're one of the best, right?
- 02:29 They think different.
- 02:30 They believe in thinking different.
- 02:32 And the way they think different is they have innovative products.
- 02:36 And these innovative products are your iPads, your iPhones, right?
- 02:41 The cloud, their computers, whatever it is.
- 02:45 So instead of leading with their computers,
- 02:46 they lead with their belief, that we believe you should think different.
- 02:49 Does that make sense?
- 02:51 Okay, good.
- 02:52 Next, how you help your clients overcome their biggest challenge.
- 02:57 This is huge.
- 02:58 A lot of salespeople, they don't want to know anything about challenges, right?
- 03:02 I don't want to have to overcome some challenge, that sounds like a lot of work,
- 03:05 I don't even know if I can do it!
- 03:08 But sales has changed.
- 03:09 You're helping people overcome their challenges.
- 03:12 If your client didn't have a challenge,
- 03:14 they'd have no need to do business with you, okay?
- 03:17 And in the past,
- 03:18 a lot of salespeople tried to convince people that they even had a challenge.
- 03:22 I know they don't even know this challenge.
- 03:25 So people started shying away from that.
- 03:27 But you want to know exactly what the challenge is so that you can know
- 03:31 if you can help them and if you can help them, how you can help them.
- 03:35 Okay, so you want to get to know that challenge.
- 03:37 And finally, you have to know why you are different than your competitors, okay.
- 03:44 What makes you stand out,
- 03:45 we talked a little bit about this in one of the other videos, right?
- 03:49 What makes you,
- 03:50 why do you have an advantage over your competitors in your marketplace?
- 03:53 Why is your product better?
- 03:55 Why is your service better?
- 03:56 You have to know this, okay?
- 03:58 So we're gonna look at an example, that's gonna really help drive this home for you.
- 04:03 All right, so let's look at an example of the CCD.
- 04:06 And this is my example for my company.
- 04:09 At the Brenley group, we help companies and individuals optimize their businesses.
- 04:14 To grow, 100, 300% in 12 months or less.
- 04:16 We create loyal customers, and double or triple their revenues.
- 04:21 We believe that top shelf training is the key to growth.
- 04:26 We help our clients create lasting change in the organization through
- 04:29 online training, live events, one on one executive coaching.
- 04:33 We're different from other training companies because we not
- 04:36 only focus on world class content, we also give proven tools and
- 04:40 strategies to create an unbeatable mindset in psychology, okay?
- 04:46 Now, ours is pretty long, that's pretty long, yours doesn't have to be that long,
- 04:49 that was four sentences, but four long sentences, right?
- 04:53 So, what can you come up with?
- 04:55 Three or four sentences that hit all those different pieces.
- 04:59 So let's review what goes into your CCD, your clear, concise description.
- 05:04 Who you serve, what you help them achieve, what do you believe about your
- 05:09 customers or the industry or your products or service.
- 05:12 And how you help your clients overcome their biggest challenge and
- 05:15 why you're different than your competitors.
- 05:18 Okay, you got this, I'll see you in the next video.
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