From elevator pitches to descriptions of company products and services, insiders are often too close to the subject, too steeped in the details to give right-on, short answers to critical customer questions. You should be able to respond to the following questions in less than 30 seconds with one or two phrases (that’s about all the time you’ll get). No industry jargon or acronyms. Can’t do it? Sit down with a savvy outsider (could be a customer/friend) and craft the answers. Distribute them to everyone that has contact with customers, so you’ll all sing the same notes.

1. Who is [COMPANY NAME]? [We make logo'd shirts for companies and teams.]

2. What do you do? [We do company payroll tasks on line.]

3. What can you do for me? [Reduce payroll-related staff and costs; let you focus on your core business.]

4. What will you do for me that your competitors don’t do? [We're the only company that will have an expert tech at your door in an hour - any day, any time, holidays included - to keep your business running.]

5. Why should I do business with you? [Big Bang benefits, i.e., keep your systems running 24/7/365 - no revenue or data loss.]