How’s your elevator speech? Could you use a little help?
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!
1. 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!
2. Use this simple formula to craft your 60-second commercial:
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 GetKnownGetClients.com. I help women business owners who want to grow their businesses to become more visible online, so that they can attract more clients, make more money and carve out more time to enjoy their new income!
3. 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.
4. 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.
5. Within the introduction your prospect should hear something that clearly indicates what you offer could be a benefit to him/her. Engage your prospect by sharing your expertise, knowledge and an irresistible free offer.
6. 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.
7. Be flexible! One size does not fit all! Adapt your language to the individual you are speaking to or circumstance you are in.
8. Look for opportunities to connect others. Successful people make things happen for others. They provide access to people and resources.
9. Remember that most purchasing decisions are emotionally based. Be descriptive and create a vivid mental picture for your prospect and how their pain is relieved by your solution.
10. 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.