So What?

July 23rd, 2009 by | Print



As a solopreneur, you live in the world of ABS – Always Be Selling. Now, hold on, I can sense the Glengarry Glen Ross fanatics cringing, thinking, Doug, you idiot, the abbreviation is ABC (Always Be Closing). Closing comes during the sales process; solo entrepreneurs need to sell their company to everyone they meet – family, friends, bankers, accountants, and the questioning potential customer, just to name a few. You don’t need to “close” Aunt Judy when she asks you what you do for a living. The type of selling I am referring to is similar to a post that I wrote titled, “Always be Telling Your Story”.


However, let’s not get too far off course here. Aunt Judy isn’t what I wanted to discuss with you today. What is of importance is that when you are selling – advertising, pitching, and trying to close a sale – you must always make sure that you answer one question for your target customers:


“So what?”


Most entrepreneurs when trying to grab the attention of a potential customer (in hopes of making them a new customer) talk about their business in terms of what they “do”. Think about it. Take a moment before reading on and run through your mind what you would say to someone if they ask about your business.




What would you say if they responded to your story with, “so what”? I hope that you don’t turn red in the face with a dumbfounded expression.


How can you avoid the “so what” question?


Talk in terms of the unique benefits that your customers enjoy by working with you. For example, I can say that I assist solopreneurs with starting their businesses. So what? There are many other companies out there focusing on solo entrepreneurs. However, my competition typically is either a company of professionals who haven’t experienced first-hand what it takes to run a business solo or they are snake oil salesmen pitching magic-in-a-box, one size fits all, get rich quick schemes.


What I provide for you, dear solopreneur, is my experience as a solopreneur giving you a personalized program combined with the best of business practices to help you launch your business quicker and with a greater chance for sustained success. I provide my service with passion and integrity. No false promises, no one size fits all approach.


I ask myself the “so what” question every time that I write a post, or assist someone with a business plan, or a marketing piece or sales tactics. You need to do the same thing, too. How many times have you watched an ad or had a salesperson trying to close you on their latest and greatest product – and all the while you were thinking “so what”?


If you can answer the “so what” question regarding your sales and marketing prior to meeting with customers, you will be way ahead of the competition. It simply requires that you understand the needs of your market and provide a valuable solution to satisfy that need.


If not, you are right; you will always be closing – closing the door of opportunity trying to capture a new customer.


All The Best,

Doug Dolan
The Solopreneur’s Guide


2 Responses to “So What?”

  1. Daniel Richard | Zen Sales Says:

    Kinda interesting twist at the end!

    It’s gotta be the customer first. What’s in it for ’em to get their fullest attention.

  2. Douglas Dolan Says:


    You are absolutely correct. However, I have found that a number of sales and marketing professionals as well as solopreneurs talk about the features of what they do without realizing if or why the customer should care. I think it is a quick test to ask the “so what” question to determine if you have thought through your company pitch, your market pieces and your sales approach.

    Thanks for weighing in.

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