C.C.D. – Clear and Concise Description

Quick reference

• 00:04 In this video, we're gonna continue with step one,
• 00:08 being an expert in your industry.
• 00:11 And you do that by forming a clear and concise description.
• 00:16 A CCD, I love acronyms, okay.
• 00:19 So your CCD is your clear and concise description.
• 00:23 What does that mean, and why is that even important?
• 00:25 Have you ever met anybody, and you said, what is it that you do?
• 00:29 And that person goes into this long drawn explanation of what they do, and
• 00:34 you leave going, I still have no idea what they did.
• 00:37 Has that ever happened to you?
• 00:39 Happens to me all the time.
• 00:41 So you wanna make sure that you have a clear, concise, and
• 00:44 brief description of you and your company, okay?
• 00:47 And there's a few things that I would put in there to make sure that it's
• 00:51 totally clear what you do.
• 00:52 The first thing is who you serve.
• 00:55 So for example,
• 00:56 it might be a certain type of person with a certain type of challenge, right?
• 01:01 You might serve people who have addiction problems, or you might serve people who
• 01:06 are overweight, or you might serve people who want to excel in something, okay?
• 01:11 You may serve different types of companies in different industries, and
• 01:15 help them achieve goals, right?
• 01:17 So get super clear on who you serve.
• 01:19 And number two, what do you help them achieve?
• 01:24 What do you help those people do?
• 01:26 Okay, do you help them lose weight?
• 01:28 Do you help them take the habit?
• 01:29 Do you help them grow their companies?
• 01:31 Do you help them with their copy or needs?
• 01:34 Okay, do you help them with efficiency?
• 01:35 Do you help them save money?
• 01:37 Whatever it is,
• 01:37 whatever it is you help them achieve, you wanna get super clear on that, okay?
• 01:42 And next, what do you believe about your customers?
• 01:46 About the industry, about your products, your services?
• 01:50 Why is that important?
• 01:51 Because as humans, the way our brains work, we first connect with the why.
• 01:58 If we're gonna try something new, if we're gonna try a new experience,
• 02:00 if we're gonna buy a new product, or start doing business with a new company,
• 02:04 we want to know the why behind the how and the what.
• 02:08 And this is what's interesting.
• 02:09 Most companies in marketing and sales, they lead with, this is what we do and
• 02:13 this is how we do it, which is important.
• 02:16 But you want to lead with why you do it.
• 02:20 Okay, what are your beliefs?
• 02:21 Why? So now people can buy into what it is
• 02:24 that you do, okay?
• 02:26 Apple is great in this.
• 02:27 They're one of the best, right?
• 02:29 They think different.
• 02:30 They believe in thinking different.
• 02:32 And the way they think different is they have innovative products.
• 02:36 And these innovative products are your iPads, your iPhones, right?
• 02:41 The cloud, their computers, whatever it is.
• 02:45 So instead of leading with their computers,
• 02:46 they lead with their belief, that we believe you should think different.
• 02:49 Does that make sense?
• 02:51 Okay, good.
• 02:52 Next, how you help your clients overcome their biggest challenge.
• 02:57 This is huge.
• 02:58 A lot of salespeople, they don't want to know anything about challenges, right?
• 03:02 I don't want to have to overcome some challenge, that sounds like a lot of work,
• 03:05 I don't even know if I can do it!
• 03:08 But sales has changed.
• 03:09 You're helping people overcome their challenges.
• 03:12 If your client didn't have a challenge,
• 03:14 they'd have no need to do business with you, okay?
• 03:17 And in the past,
• 03:18 a lot of salespeople tried to convince people that they even had a challenge.
• 03:22 I know they don't even know this challenge.
• 03:25 So people started shying away from that.
• 03:27 But you want to know exactly what the challenge is so that you can know
• 03:31 if you can help them and if you can help them, how you can help them.
• 03:35 Okay, so you want to get to know that challenge.
• 03:37 And finally, you have to know why you are different than your competitors, okay.
• 03:44 What makes you stand out,
• 03:45 we talked a little bit about this in one of the other videos, right?
• 03:49 What makes you,
• 03:50 why do you have an advantage over your competitors in your marketplace?
• 03:53 Why is your product better?
• 03:55 Why is your service better?
• 03:56 You have to know this, okay?
• 03:58 So we're gonna look at an example, that's gonna really help drive this home for you.
• 04:03 All right, so let's look at an example of the CCD.
• 04:06 And this is my example for my company.
• 04:09 At the Brenley group, we help companies and individuals optimize their businesses.
• 04:14 To grow, 100, 300% in 12 months or less.
• 04:16 We create loyal customers, and double or triple their revenues.
• 04:21 We believe that top shelf training is the key to growth.
• 04:26 We help our clients create lasting change in the organization through
• 04:29 online training, live events, one on one executive coaching.
• 04:33 We're different from other training companies because we not
• 04:36 only focus on world class content, we also give proven tools and
• 04:40 strategies to create an unbeatable mindset in psychology, okay?
• 04:46 Now, ours is pretty long, that's pretty long, yours doesn't have to be that long,
• 04:49 that was four sentences, but four long sentences, right?
• 04:53 So, what can you come up with?
• 04:55 Three or four sentences that hit all those different pieces.
• 04:59 So let's review what goes into your CCD, your clear, concise description.
• 05:04 Who you serve, what you help them achieve, what do you believe about your
• 05:09 customers or the industry or your products or service.
• 05:12 And how you help your clients overcome their biggest challenge and
• 05:15 why you're different than your competitors.
• 05:18 Okay, you got this, I'll see you in the next video.

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