In this continuing blog series, we’re taking you through a series of questions you can ask yourself to build a strong foundation to help you grow your business.
About four years ago, I was first introduced to the concept of a signature system by a business coach. I was at an entrepreneurial transition period and struggling with clearly articulating my offering. I was confident in my skills and knowledge but wrapping that up into a pretty package when speaking to a client lead was a challenge. This is where a signature system can be incredibly helpful. It helps you deliver your message with confidence.
Think of how your handwritten signature is your unique mark that identifies you. Your signature system is your unique message or story that helps people to remember you. It is one way you can attract and keep your ideal clients. It is also one of the most helpful things to develop when your primary offerings are services rather than products.
It takes some prep work and practice.
Three steps to begin to create your own unique signature system:
- Spend some time thinking about how you want to create a message that explains the services you are passionate about in a concise and effective way. (Without giving more information than the person actually asked for or nervously or excitedly talking too much.)
- Write down on an index card what you know for sure about one of your unique offerings. Your goal should be to come up with at least 3-5 things at a minimum for a single offering. Tip: keep it fairly high level in a bullet point format.
- Practice with the 3 to 5 key points you have on your index card for your specific service. Put them in conversational sentences so you are prepared when you have the opportunity to talk about what you do. Tip: use the index cards like flash cards to practice with your top services on different cards
Here is an example of my signature system for explaining album design to someone who asks if this is a service I offer (or I’m speaking to a group or individual sharing what services I offer as a photo organizer):
I create custom albums for clients. I start by helping organize and select photos and memorabilia for your album. Next, I’ll create a custom design based on what you want. Finally, I’ll deliver a beautiful one-of-a-kind luxury album just for you.
My key points from my index card for this service would be organize, design, deliver. Because I’ve taken the time to prepare and practice my answers, I can easily remember my signature system and answer questions about my top services. I would do the same for slideshows or scanning or photo restoration although my 3-5 points would be tailored to the specific service.
If you can easily and clearly articulate an offering in a memorable way – it takes away any stress you may have when walking into a new situation or talking to a new person. It also helps you deliver a consistent “brand” message about you and your business in any situation.
This is the foundation for your signature system.
My signature systems are part of the core structure to successfully run my business. I want to connect and engage with potential clients by sharing my authentic story. Then I make sure I am listening so I can move the conversation to the next step and share what services I offer without memorizing a “sales pitch” or sounding like an infomercial!
We’d love to hear if you already have a signature system in place and you didn’t even realize it until now. Share in the comments below what signature system you are going to create or refine!