One of my biggest pet-peeves about networking events (you know the ones where you go around the room and everybody shares their elevator speech) is the sheer lack of originality and passion in people’s pitches. If you can’t sound passionate, articulate and genuinely excited about what you do, how do you expect your prospects to get excited about working with you?
Explaining who you are and what you do in a way that will generate interest and get prospects asking questions is one of the most effective methods of relationship marketing. However, it is often the most overlooked aspects of marketing your business.
Clearly articulating what you do so that the prospect gets it immediately is challenging and takes time to prepare. As you are out and about this summer attending events and barbecues, think about incorporating some of these tips into your conversations. Remember, if you are in business, you are always networking! You never know when or where the right connections can happen!
Determine who and what your audience wants or needs first. You should understand the needs or “pain points” of your prospect before making an introduction. Potential customers don’t really care about you or your business. They just want to know how you can help them. People want quick, painless, easy solutions to their problems, needs and desires. Make that connection for them and you are in business!
Use this simple formula to craft your WHO AND DO WHAT STATEMENT (60-second introduction):
I help __________________ (your target market)
Who _____________________(the pain point/problem you solve)
To ______________________ (your solution)
So that ___________________ (the #1 result you deliver for your clients)
For example:
I’m Cindy Earl with Claim Your Spotlight. I help small business owners who want to grow their business to gain visibility, attract more clients and increase revenue.
Here are some quick tips:
• Incorporate the prospect’s name in one-on-one introductions. You want to show your prospect that you paid attention to their name and that it matters to you. Remember, the sweetest sound to anyone is the sound of their own name.
• Be focused and clear. All of your focus and attention is on the prospect no matter how many people are in the room or standing by.
• Within the introduction your prospect should hear something that clearly indicates what you offer could be a benefit to her. Engage your prospect by sharing your expertise, knowledge and an irresistible free offer.
• Create a reason for someone to share the news about you and what you offer. You want others to view you as a priority contact, not only for themselves but for others.
• Be flexible! One size does not fit all! Adapt your language to the individual you are speaking to or circumstance you are in.
• Look for opportunities to open doors for others! Successful people make things happen for others. They provide access to people and resources.
• Remember that most purchasing decisions are emotionally based. Create a vivid mental picture for your prospect and how their pain is relieved by your solution.
• Practice! It’s ok to write your introduction down and practice on different audiences. You should have several introductions prepared to use in any situation.
So the next time you’re at a networking event or someone asks you, “What do you do?” please don’t give a standard, boring and bland statement like, “I’m a lawyer” or “I’m a business coach.” Be creative and remember that we are all in business to solve our client’s problems. Remember, your elevator pitch is just about starting a conversation – make it interesting!