When you meet new people at a networking event, the question, 'What do you do?' inevitably arises. How do you handle it? Stumble out a few well-worn phrases that you've heard others using? Ferret around in your handbag or briefcase for a set of dog-eared cue cards?
This moment is a golden opportunity - a defining moment in your new networking relationship. Depending on how you project yourself, you will either build interest in your audience or switch them off.
Don't be fooled: first impressions really do count. And if you are new to networking, it can seem quite daunting to speak about your business in a room full of seasoned entrepreneurs. Where do you start? Just how do you set yourself apart from others?
Networking Secrets
The key lies in being prepared, being positive and being yourself:
Be Prepared. If you cannot explain in a few seconds what you do, then you are in the wrong job. You need to draw on facts straight away and be prepared for a variety of questions thrown at you. Ensure you tailor your pitch to the specific audience. Should someone ask, 'What sets you apart from other businesses in your industry?' make sure you have a great answer.
Be Positive. Throw away labels. Remember, you are more than a designer or copywriter, for example. You put businesses on the map. You inject new life into flagging marketing materials. You open doors for small businesses. Just think of the difference you make... and the value you add.
Focus on the results - benefits - rather than the features of what you offer. This way, you succinctly quantify what you do. If you waffle, you'll bore your listener. Keep it clear, concise and compelling.
Be Yourself. Nothing will earn you more business brownie points than being natural, friendly and professional. If your usual behaviour is to tell sexist jokes, swear and thrust your business cards at people before you even know who they are, perhaps it's wise to re-think your networking strategy.
A relaxed, approachable person who takes an interest in their listener, is more likely to get referrals. A warm smile and enthusiastic response initially allows you to build rapport. Behaviour that includes looking over the person's shoulder at who to pounce on next or crossing your arms and texting, isn't likely to make a good impression!
How to craft an elevator pitch that communicates
Have you heard of an elevator pitch? It's a short description, given in less than a minute, about your company and what you do.
Rather than it being a rehearsed, staged sales sermon, it's important to keep your conversation natural. You could start off for example by saying, 'Hello. Good to meet you. I'm Nikki Cooke, Owner of The Word Well. And you are?' Or perhaps use a conversation starter to break the silence such as,' Is this the first time you've been to this meeting?'
I often say something humourous when I first meet someone, as I think being informal is friendlier than a starchy approach. I might say, 'I spend my days giving clients' words a face lift. It's a lot cheaper than plastic surgery!'
If you launch into an all guns blazing sales pitch, without acknowledging the person you are speaking to, you'll fail. Instead of thinking of your listener as a prospect, think about how you can connect with them in a meaningful way. People don't like a hard sell to their face. But, they do like to know what's in it for them.
In general, a good elevator pitch should never make the question 'So what?' possible.
Why not follow this useful formula:
- Initially introduce who you are, your business name and what you do in a nutshell. Or think of a distinctive way to command attention. Aim to be different, enthused, original. Use humour perhaps. Make an intriguing statement to make your listener want to hear more...
- A useful tip is to ask a question to hook your listener. (Do you know how... Well, I help business owners become...) Establish who your clients are and what you do for your them. What do you save them in terms of time/money/stress etc? Establish a problem the person can identify with. Focus on benefits - not features - when describing what you do. (Our clients benefit from...) Show how your service or product solves a problem. (We help SMEs to...)
- Next consider why people choose to work with you. What do you have that your competitors don't? How are you different? (Unlike other Virtual Assistants, we specialise in...) Stay away from platitudes. Be unique. Be real. Establish your best selling points.
- End with a call to action to develop the conversation and consolidate the relationship. (Who do you know who would benefit from that sort of help?/Tell me more about you. / Here's my business card so we can keep in touch. / May I have one of your business cards? Perhaps I can put you in touch with someone in my network. / Here's my business card. Can I call you next week to discuss...)
If you rehearse a speech and your audience interrupts you with an unexpected question, then you need to think on your feet. Have a case study ready to show how your business made a difference. A successful elevator pitch should grow with you and not remain as a static script gathering dust.
Final thought
Always open your ears, before you open your mouth.
No comments:
Post a Comment