Have you ever had a revelation at the most unexpected time? This happened to me recently at a Foo Fighters concert. Thinking I  was getting away from work, I ended up inspired to write this business development blog by the most unlikely source. Granted, Foo Fighters put on one of the best shows I have ever attended, it was actually Lemmy Kilmister, lead singer of Motörhead, that evoked this business insight.

The band takes the stage. Lemmy grabs the mic and growls, “We are Motörhead, and we play Rock ‘n’ Roll!” The crowd roars.

It didn’t take more than a second for the impact of that statement to hit me. Simple. Honest. Passionate. The business world needs to learn a lesson from Lemmy’s declaration. Define who you are in a simple, honest, passionate way. He could have easily rambled on about who all was in the band, how long they have been playing, where all they have toured, every development in their music and the new things coming up. But in the best interest of the band, he didn’t. He made his introduction declaration and then did what they do best, rock out. And the crowd responded.

There is nothing wrong with details, but that’s what Wikipedia is for. How many times do we get caught up with the details when we are presenting ourselves to potential clients? It would be more effective to have a definitive statement about who you are and what you do, then do what you do best! The details are important, however, the only ones that need to know those details are you and your employees. Don’t get lost in explaining all the details of  your services to potential clients.

Some businesses can’t even define what they do because it shifts with every new trend. They halfway develop a new product or service and then it gets left ‘as is’ on the table. There is little or no response from clients because they can see that it is lacking. So a company ends up with bag full of services, none of which are completely developed and they wonder why no one is buying. It would be better for that company to choose a single service or product, build it to a professional level and then perform that service with the best of it’s abilities.

Therefore, it is vitally important to define who you are and what you do in the simplest terms possible. Know how to explain your services quickly and concisely. If your clients want more information, offer your website or set up an appointment. Just as important, fully develop professional grade services and products. If you are wishy-washy with the details, clients will view you as unprofessional. If you don’t know, how are they supposed to know. You may say you want to be open to the clients needs and wants. This just opens you up to rejection and failure. Discover what most clients want and offer it in a neatly wrapped package.

Defining your business is as simple as the childhood assignment to fill in the blank. Use Lemmy’s statement as guide.

We are _________________ and we ___________________.

I am __________________ and I _____________________.

Brand that statement into your memory. Have your employees do the same. And then do what you do best!