Relevancy

A Business Development Laboratory
How do established businesses know they’re relevant to their customers?
Customers buy, return and refer others. They provide testimonials and positive reviews. They lean in and say, “Tell me more.” They book appointments, follow through and make time for the service despite competing demands. They recommend the business and can explain why its offering matters.
If you’re building a business and don’t yet have that evidence, how do you establish your relevance?
Recognizing a general need is only the beginning. “Businesses need websites” identifies a market. It doesn’t explain why a particular customer should choose you to build theirs.

A Realtor helping someone purchase an acreage faces different circumstances from one helping a family buy their first home or a couple downsize. Each customer needs to recognize: “You understand my situation, and I have reason to trust that you can help.”

That connection gives your message substance.
AI can only take you so far.
Start with AI. Use it to develop your elevator pitch, marketing copy, social media posts and paid ads. Then see what happens. Are the right people engaging, booking appointments and buying?

If you’re consistently getting results, you may already understand your offering and its relevance well enough to give AI meaningful direction. You may not need this session.

But if you’re getting polished wording without traction, another rewrite may leave the fundamental questions unanswered.
In this session, we’ll explore:

• Who are you particularly relevant to, and who is your offering less suited to?
• What do you understand about your ideal customer’s circumstances, concerns and priorities?
• What problem can you take ownership of helping solve?
• What drives you, and why do you care about helping this customer?
• When does your offering matter enough for them to act?
• How do you demonstrate understanding and earn their trust?
• What evidence tells you that your message resonates?

Develop a clearer understanding of why your offering matters to your ideal customer, how to communicate that connection and what you need to test next.

Bring your current business offering and marketing message.
Part of the interconnected Business Development Laboratory series. The understanding developed here supports your elevator pitch, responses to objections, website and sales conversations.