Recently, I overheard a marketing professional groan as he was starting some small talk with a group of people. He was reacting to the usual polite question, “So what does your company do?” He actually said, “I hate when I get that question. It’s so hard to explain what my company does, and no one ever gets it.” So, of course I perked up and wanted to hear the rest of the conversation. What could this company do that is so confusing? If this marketing professional can’t articulate his own company’s value proposition, then how in the world do they sell? I listened in to his explanation, and I have to say the guy was right: I didn’t understand what his company did at all. Was he selling a service? Consultation? Technology? It was really unclear to me.
Clarity in the Marketplace
The experience makes me think of Montage and how we have taken great care, time and investment to make sure we - every single employee - all understand our offering and can articulate it clearly to anyone who asks. We are comfortable with the content, and confident in the delivery.
Here’s how we say it: Montage offers the most mature video and voice interviewing solution available. We are purpose-built to transform the hiring process one smile at a time. We want everyone to understand very quickly that we are a video and voice interviewing technology company and that our area of focus and expertise is transforming the hiring experience for large enterprise clients. There are really three key parts to this statement: purpose-built (defined in this past blog post), maturity, and the notion of ‘smile.’ Let me dig into the maturity part now and cover smile in a future blog.