How You Do What You Do

Introduction

Explaining how your business delivers its services or products helps build trust, credibility and differentiation. It reassures customers that you have a reliable process and adds substance to your value proposition.

Mature businesses are confident and consistent in how they communicate their approach. This could include your methods, tools, delivery model, support structure or even the values that guide your work.

Best practices include:

• Describing your process or delivery model in a way that's simple and clear.
 
• Highlighting what makes your approach unique or better than alternatives.
 
• Using diagrams, infographics or step-by-step guides to support communication.
 
• Reinforcing this messaging across your proposals, website and sales collateral.
 
• Training team members to speak consistently about your approach.

"How you do it" often makes the difference between a potential customer choosing you or a competitor - especially in crowded markets.

Clarify and communicate your delivery approach to build trust and support differentiation.

Step 1: Outline Your Delivery Model

• List the steps you take to deliver your product or service.
 
• Include tools, people or systems involved.

Step 2: Identify What Makes You Different

• What's unique about how you work?
 
• How does your approach solve the customer's problem better?

Step 3: Review Communication Touchpoints

• Where is your process explained (website, brochures, proposals)?
 
• Is the explanation visual, engaging and easy to understand?

Step 4: Create a Simple Framework

• Develop a clear "how we work" explanation using plain language.
 
• Consider using a three- or five-step model to simplify communication.

Step 5: Train Your Team

• Are all team members aligned in how they explain your process?
 
• Provide consistent messaging to customer-facing staff.

Step 6: Gather Feedback

• Ask customers or prospects if the explanation is clear and valuable.
 
• Use feedback to refine and improve.

Step 7: Score Yourself

Your Maturity Score

Use the Maturity Model scale:
1 = No clear explanation of how you deliver
2 = Ad hoc or overly technical explanation
3 = Some documentation exists but not well communicated
4 = Clear, consistent explanation shared across channels
5 = Distinctive, well-communicated approach used to build trust and convert leads