All companies have a clear understanding of what they can do for their clients. The challenge lies in being able to communicate this understanding.

The “understanding” is one which happens only when the little light bulb goes off in the prospects head. This understanding occurs when he/she truly understands that he/she will make more money, avoid more problems, or reduce his/her expenses by using your product.

I have a CPA in one of my networking groups who gives the world’s best personal commercials. He has been in my networking group for a little over six months now, however, he is no stranger to the networking scene.

His commercials are entertaining, educational, and give everybody in the room an educational experience we thoroughly enjoy. As we go around the room explaining what we do, the CPA’s commercial has become highly anticipated. His commercials actually began receiving applause!

It would be hard to argue that a CPA has an easy job transferring an understanding of what he/she can do for a client. However, when you are able to package your “message” in such a way that people hang on your every word, you are able to transfer your understanding successfully.

The same principles are true with your marketing, the way in which you follow up, the way in which you give your presentation, and virtually every other way you are communicating the details of your value proposition to your prospective customers.

My challenge to you is this: take a good hard look at the mediums you are using to communicate your “message” to your prospects and take a good hard listen to how you are explaining your “message” to others. When you are able to add entertainment, add vivid visualization, and add easy-to-understand examples to your “message,” you will find yourself thoroughly understood.