Chala Dincoy is the Founder of The Repositioning Expert, where she helps B2B service providers reposition their marketing message to differentiate themselves and successfully sell to corporate clients. Before becoming an entrepreneur, Chala spent 18 years as an award-winning marketer working with companies including Pepsi, Pizza Hut, and Frito-Lay. She is also the author of four books, including Gentle Marketing: A Gentle Way to Attract Loads of Clients, and has been featured on ABC, NBC, CBS, and Fox and spoken at organizations and venues including Nasdaq and the Harvard Club of Boston.
Here’s a glimpse of what you’ll learn:
- [03:30] Chala analyzes Adi's own BSCG elevator pitch and explains how to make a marketing message more specific and memorable.
- [06:10] Why focusing marketing efforts on one industry for a defined period can make it easier to communicate a highly relevant message.
- [10:15] How to move beyond describing your service and identify the specific, expensive problem your ideal customer wants solved.
- [15:10] Why quantifying the financial impact of a customer's pain can make a marketing message significantly more compelling.
- [18:05] How Chala helps B2B service providers turn a highly specific pain point into a strategy for getting meetings with corporate decision-makers.
In this episode:
Most businesses describe what they do. Chala Dincoy believes a stronger marketing message starts with identifying the expensive problem the customer desperately wants solved.
In this episode, Adi Klevit interviews Chala Dincoy about repositioning B2B marketing messages to stand out and attract corporate clients. Rather than keeping the conversation theoretical, Chala puts her methodology into practice by analyzing Adi's own description of Business Success Consulting Group. She challenges Adi to move from a broad explanation of creating, documenting, optimizing, and implementing processes toward a message built around a specific audience, problem, and business consequence.
Using construction as an example, Chala and Adi work backward from inconsistent processes to inconsistent onboarding, delayed productivity, costly mistakes, and ultimately the potential loss or delay of valuable projects. Chala explains that this level of specificity makes it possible to communicate the value of a solution in language that matters to the buyer. Instead of leading with process documentation itself, the message can lead with the costly business problem the documented processes help eliminate.
The conversation then moves from messaging into a repeatable approach for creating sales opportunities. Chala explains how research can uncover a very specific pain point within a target market and how that insight can become the foundation for outreach, sales conversations, and creative campaigns. The larger lesson for business owners is that systems aren't limited to operations. Marketing can also become systematic when companies clearly define who they are targeting, understand the problem they solve, quantify its impact, and build their message around the outcome the customer values.
Resources mentioned in this episode:
Quotable Moments:
- “One of the things that I always recommend is to talk about a specific industry target.”
- “If you focus in on one area of the entire market, it grows faster at a time.”
- “The reason why I'm trying to get to the end result of the pain is because I'm going to quantify it.”
- “When you talk about every industry, you have to have a generic pitch because you're talking about everybody's problems.”
- “We leverage a pain point, a very specific one, like the facet of a diamond.”
- “When you're different and when you pick that tiny, tiny, tiny point... then all the doors to corporates, no matter how big or small, open up."
Action Steps:
- Choose a specific target for your marketing. Even if your company serves multiple industries, consider concentrating a campaign on one market where you see a strong growth opportunity.
- Identify an expensive problem. Don't stop at describing what your service does. Determine what problem is costing your target customer money, time, opportunities, or productivity.
- Trace the problem to its business consequence. Keep asking what happens because of the problem until you reach an outcome the decision-maker truly cares about.
- Quantify the pain with credible research. Look for reliable statistics and data that demonstrate the financial or operational impact of the problem rather than relying on general claims.
- Lead with the customer's problem, not your service. Use the specific pain point to capture attention before explaining the process, methodology, or service you provide.
- Build a repeatable outreach strategy around the message. Once you've identified a compelling pain point, use it consistently across your pitch, marketing materials, outreach, and sales conversations.
Sponsor for this episode:
This episode is brought to you by Business Success Consulting Group.
At Business Success Consulting Group, we create custom processes and tailor-made management systems so businesses can thrive.
Businesses simply can’t survive without workable systems and well-documented processes. That’s why our team of experienced professionals takes care of it for you.
We provide business owners, entrepreneurs, and key executives with six phases to success, along with the long-lasting systems necessary to support business expansion.
So, what are you waiting for? Do yourself a favor and cut the chaos out of your business.
Visit bizsuccesscg.com today or email info@bizsuccesscg.com to schedule a free consultation.
