March 19, 2024

Sales and Marketing Advice for Florida business

The art of creating a memorable (non-boring) business introduction

First in a Series

Ron Stein | 10/12/2015

"It’s great to meet you," the smiling stranger says to you at a networking event. She shakes your hand and says, "Tell me about what you do."

Yikes! Now what?

Wouldn’t it be wonderful if a single introduction at a networking event or during a phone call was all it took to turn strangers into customers? Well, you can come close by knowing how to grab the attention of people you meet for the first time.

Don't think of an introduction as a sales pitch.

The goal of networking is not to gather sales leads, but to engage in a conversation that starts a solid business relationship. The only purpose of a short introduction is to create awareness, stimulate engagement, and get to the next step.

That’s why I don’t like to use the term "elevator pitch."

In other words, it's to help the other person learn more about how your business can help them. Your introduction will produce one of three outcomes:

  1. You'll start a conversation that leads to a wonderful relationship with someone who is a soon-to-be customer.
  2. You'll start a conversation that leads to a wonderful relationship with someone who may not need your product or service, yet is happy to refer others to you.
  3. Your description of what your company does is so confusing and boring that a real connection is never made and the conversation stops before it really gets started.

You only have seconds to get people to care about you and your business. It’s really no different when people land on your website or read one of your brochures or emails.

The best introductions are natural, repeatable, and targeted. Make every word count and give your audience something that will stick with them.

The old stiff and self-centered elevator pitch is dead. Here’s how to create an effective introduction that’ll start a business conversation -- and what to avoid.

Don’t make it all about you. This may sound odd since you’re introducing yourself and obviously want to mention your company. Yet, it’s not about you, your company, or offering. Communicate in a way that’s important to your ideal prospect -- results and benefits tailored to your ideal customer.

Selling is a sales killer. People tune out when others they’ve just met are too pushy. No one wants to buy your product or service. Instead, they want to know about how you can help them. You’ll come across in an authentic way and as an expert when people hear you talk about solving their problems.

Better is good, different is better. Let’s face it; you’ll never make money by being the same. The only thing you get is ignored. Have one key point in your message that proves you are truly different, not just better. “We offer better service” smacks of sameness -- it’s what everyone says! And that’s the good news -- not many businesses out there know how to be different. Being different is easier and less expensive than being better. Different is where the money is. What are you doing that your competitors are not?

Describe outcomes, not your function or your product’s features. Saying that you’re a lawyer, sales manger, or computer repair shop owner allows others to define you based on their past experiences and preconceived ideas -- leaving what you do up to much interpretation. Speak to the unique results your solution provide by starting with a short statement designed to peak curiosity. For instance, "We help widget manufacturers reach their ideal target market, from brand to demand."

The best way to introduce your business and yourself is by the value you bring to others. This is how real conversations and relationships get started!



Read Part 2 of "The art of creating a memorable (non-boring) business introduction," here.

Ron Stein is President of FastPath Marketing (www.marketing-strategies-guide.com) and the author of the Rapid Impact Marketing & Selling Playbook. As a speaker, coach, and consultant he works with small business owners helping them to accelerate the path between their vision and the actions needed to reach, win, and keep customers. Ron is the creator of the FastPath to More Customers Now! 7-step marketing system based on more than twenty years as a successful business owner, corporate CEO, business development executive, and salesman. He is also a mentor at two nationally recognized business accelerators. Ron offers one-on-one and small group mentoring, conducts seminars, and consults. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com.

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