Learn How to Introduce your Business in 4 Easy Steps

how to introduce your business

The first step in your sales process is the introduction. It’s the part where you tell you prospect who you are, what benefit you bring, and why they should believe what you’re saying. When you learn how to introduce your business in a way that is effective, you will know how to capture and keep the attention of your prospects.

Sounds pretty easy, right? 


The introduction incredibly important. It’s not just something you’re doing so that the prospect knows who you are.

You’re establishing a position in your prospect’s mind. You are defining who you are and letting them know why they should buy from you.


Why you Need to Learn How to Introduce your Business

The way you start the conversation will have a tremendous influence on how the rest of the interaction goes. You have to get this right if you want to maximize your chances of getting the sale.

The tips in this post WILL make it easier to position yourself to your prospect. It’s what all successful salespeople do when they’re building rapport with their prospects. It’s why they are so successful.

When you follow these tips you will notice an instant change in how your sales conversations proceed. Let’s get started.


Step 1: Tell Them Who You Are

The first step in the process is to tell them who you are. Not too difficult, right? You’re going to tell them your name and the name of your company.

Pretty straightforward.

But what if we took this a step further? Instead of only telling them who your company is, why not start establishing your position right out of the gate? You should tell them who your company is in a way that makes you sound more attractive.

I’ll show you what I mean.

Susie is the proprietor of “Susie’s Delicious Cupcake Creations.” Obviously, she sell cupcakes. When she introduces herself, she says something like “Hi, I’m Susie from Susie’s Delicious Cupcake Creations.”

Not bad.

But what if she changed it a little? What if she said something like “He, I’m Susie from Susie’s Delicious Cupcake Creations. We’re the leading cupcake bakery in the Austin area.”

Sounds much better, doesn’t it?

Note: I’m not sure if there’s a such thing as a cupcake bakery. I made that up. If someone can tell me whether or not cupcake bakeries are a thing, let me know.

You don’t want to introduce yourself in a way that makes you sound generic. Part of learning how to introduce your business is knowing how to make yourself stand out. Think of some ways you can stand out from the others.


Step 2: Tell Them Your Main Benefit

After telling them who you are, you need to let them know what you do for your clients. This means telling them about the primary benefit your company brings.

So what do I mean when I use the word “benefit?” Great question!

The benefit isn’t the service or product you sell. That would be the features you bring. The benefit is the result of using the product or service you sell.

Here’s an example:

A shovel is a tool. That’s what it is. The benefit of the shovel is that it can help me dig holes in my backyard so I can plant trees. I care about the benefit, not the shovel itself. Your prospects are the same way.

You can talk about the features later.

So how does this relate to you?

Let’s say you own a management consulting firm. When you’re introducing yourself, don’t tell the prospect that you provide management consulting services. Not only is this obvious, it’s also boring.

Instead, tell them that you specialize in increasing the productivity and profitability of management teams. That sounds MUCH sexier, don’t you agree? Of course you do!

Here are some of the more common types of benefits:

  • Ease: You make life easier for your clients in some way, shape, or form.
  • Prestige: You make your clients look awesome.
  • Preservation: You help keep your clients safe.
  • Profit: You help your clients make more money.
  • Savings: You help your clients save money.
  • Pleasure: You make your clients feel good.

There are several different types of benefits your company will provide. You only need to pick one for the introduction. You can talk about the others later on in the process. Knowing how to introduce your business requires knowing how to communicate the benefits you provide. 


Step 3: Provide The Evidence

Now that you’ve dropped your amazing benefit on your prospect, you have to make sure they believe what you’re saying. It doesn’t matter how powerful your benefit is if your prospect doesn’t think you could get similar results for them.

This is why you need to prove it.

Fortunately, this sounds a lot harder than it actually is. It can be done by giving them a short blurb that provides an example of what your company can do. It can also be a short statistic on how your services can have the impact that you claim.

Here’s an example using the management consulting firm:

  • “We helped XYZ Widgets increase their profits by 10% last year.”
  • “We saved ABC Gardening $40k last year by making their management processes more effective.”
  • “We helped Spartan Auto Parts increase their employee retention rate by 15%.”

These are the types of things that will help you inspire trust in your brand. You’re building some initial credibility with the other person. It will help you make your prospects more comfortable with continuing the conversation with you. Discovering how to introduce your business means knowing how to build credibility. 


Step 4: Transition To The Next Section

This is where you end your introduction and move your prospect to the next section of your sales process: discovering your prospect’s needs. It’s pretty simple.

Basically, you’re letting your prospect know that you would like to gain a better understanding of what their needs are and how you can help them. The way you do this depends largely upon your type of business and the types of sales interactions you have.

All you’re going to do is ask them if it’s okay if you ask them some questions so you can understand what they need. That’s pretty much it.

The purpose of doing this isn’t just to transition the conversation to the next stage. You’re doing this is to gain their initial buy in. If you can get them to agree to move deeper into the conversation, then you’re getting them to at least make a small commitment.

There’s actual science behind this.

In his book “Influence: Science And Practice,” Robert Cialdini highlights the fact that getting people to agree to a small request makes them more likely to agree to a larger one.


Let’s Put It All Together

Now we can put each of these components together. This will give you a better idea of what this might look like when you’re actually starting out a conversation.

Example 1: Landscaping Business


“(Who you are) Hello, I’m Joe from Green Gardens Landscaping. We’re the biggest commercial landscaping company in the greater Nashville area. (Benefit) We specialize in helping businesses maintain an attractive appearance for their customers. (Evidence) We just helped Sunny Day Golf Course completely revamp their course and their customers can’t stop raving about it! (Transition) Do you mind if I ask you a few questions to see what you’re trying to achieve with your landscaping?”


Example 2: Susie’s Cupcakes

“(Who you are) Hello! I’m Susie from Susie’s Delicious Cupcake Creations. We are the premier cupcake bakery in the Austin area. (Benefit) We specialize in providing tasty treats that make our client’s events more enjoyable for their guests.(Evidence) Last week, we catered a charity ball and our cupcakes were a huge hit. (Transition) I’d like to get a better idea of what event you’re planning. Do you mind if I ask you a few questions?”


Example 3: George’s Fine Suits

(Who you are) “Hi, I’m George from George’s Fine Suits. We are an online discount suit retailer. (Benefit) We provide high-quality suits to our customers without breaking their budget. (Evidence) We just moved 500 brand new custom-tailored suits last week. (Transition) Is it ok if I ask you a few questions to figure out what type of suit you’re looking for?



Here’s the bottom line: if you nail your introduction, the rest of the conversation will be much easier. It’s that powerful. If you start doing this on a regular basis, you will notice a change in how your conversations proceed.


Because you will have established the right position in the minds of your prospects. You will have also begun building some credibility.

This is something that you should practice often, even before you use it with your prospects. You don’t have to script yourself, but you should have an idea of what you will say at the beginning of your conversations. This is your first step to closing more deals.

Next, we will talk about the next stage of your sales process: The Needs Discovery. This is where you will get to know you prospect and their needs.




  • Bob Voss

    Reply Reply December 4, 2015

    Excellent post. I teach this is all of the sales classes I do at a college. I call it “Establish Your Credibility” up front!! This is the only post I have ever seen on this subject!!

    Good Job! Bob

    • Jeffrey Charles

      Reply Reply December 6, 2015

      Hello Bob,

      Thanks so much for your comment! I’m glad you liked the piece. Keep reading…there will be more on this subject because establishing credibility is essential for any successful sales effort. Thanks again!

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