Another Buzzword to Kill

I would like to nominate another buzzword (or sentence to be more specific) for elimination. Here it is:

"We’d really like to do business with you.” (and all it’s variations)

What does that sentence mean? For those who use this, do you think prospects believe it? What else would you say? Besides, why would I care whether you want to do business with me? The question is: do you offer me something compelling that makes me want to do business with you? Value, like beauty, is in the eye of the beholder.

Further, the statement creates absolutely no value and, therefore, extracts value. It’s a time waster, and, worse, it tells you prospects that you don’t actually have anything compelling to say – if you did, you wouldn’t be filling air with such trivial comments.

Let’s stop using words to demonstrate our desire to do business with prospects and, instead, let’s start delivering compelling promises.