What do you do again? Confuse your prospects with who you are and Lose their attention.
It is a rare entrepreneur who can say “I sell ___” or “ I do _______”and complete the sentence in one or two words. Business is more complicated than that.
The dreaded “Elevator Speech” that we hear so much about is a challenge. When you are proud of what you do you want to tell the world. As long as they have 15 minutes or more.
5 ways to stop the confusion and get your message hear loud and clear
- 3 – 30 – 3 – 30. Use the 3-30-3-30 method for information. You have 3 seconds to get their attention, then you have 30 seconds to introduce what you offer. Do not try to get the full 30 minutes into the first 30 seconds
- SPEAK THEIR LANGUAGE Use the words your ideal client would use when having a beer with their partner. What words are they using to describe what they need that you can provide? Use those words, eliminate the industry jargon.
- I.S.S. Keep it Simple Sweetie. Limit the details and the descriptive words during the introduction stage. Instead of “We travel around the world to source the most amazing, unique, beautiful fabric from around the world that can be used for dresses, shirts, wedding gowns, …. “ try, “We sell specialty fabrics from around the world.” The period here is the important part. Too many details and others stop listening
- ONE THING AT A TIME. Most businesses offer multiple products and/or services. Chose ONE at a time to focus on when networking.
- LET THEM TALK. Don’t let your coffee get cold. Give them the chance to introduce themselves first. They will be more interested in you when they see you are interested in them.
Confused people don’t listen, they don’t spread your message, and they don’t buy.
So here are 5 more steps to help you clearly introduce yourself
- Be careful what you ask for, you just may get it. Don’t confuse yourself, know who you want to talk to. This may be different than who you are currently working with. Your message needs to speak directly to Joe or John or Mary or Sue, create your own avatar so you can see them as you create your introduction.
- Know where you are going with your business. If your ideal job is a recurring monthly $5000 order for widgets, then do not have an introduction that speaks to the one off $200 buyer. This is your business and you are responsible for the jobs you bring in. That does not mean you will turn away a job you can do if it fits where you are at. It means you are not spending your time and money marketing to them.
- WIIFM. What’s In It For Them. Why do they care, that you make widgets? How does what you offer make their life or their business easier, stronger, better? I help entrepreneurs build a business that can work without them. That is not about me it is about the entrepreneurs I work with. If they want to continue being the main employee in their business, while they can learn from me, there may be another coach who would serve them better.
- Be Consistent. You will want to try different ways to say the same thing, to see what words have a stronger impact. Be consistent in your message within a sphere so they do not confuse each other. If Joe talks to Sue and they have differing ideas of what you do again, they are confused.
- Deliver. Deliver what you promise. No branding, introduction sentence, or raving fan will have a bigger impact than not delivering on what you promise. If you promise a completed website in 6 weeks deliver it in 5.5 every single time.
Introduce yourself to your business growth specialist, request a 20-minute phone call and get feedback on how far your elevator speech can take you.