“Hello, my name is...” 3 steps to make your network elevator pitch sooo much better.

Between 30 seconds and 2 minutes to make the whole event worthwhile.  Let’s look at how you could make networking a profitable use of time.

Do you glaze over at networking events when people stand up to introduce themselves?  How do they look at you when it is your turn?

I sit avidly with a pen and paper to take a note of the next incredible connection, but so often when they sit down I am none the wiser as to what they do, let alone how I could promote them.  What a shame and what a waste of a potential opportunity.

Do you go to networking events? 

In many networking events, the “introduction” is of course the focus.  Why therefore do we not spend more time and effort in preparing our pitch?

As a public speaker and someone who has always been comfortable if required to give an impromptu talk, I am guilty of not preparing a network pitch.  I would speak clearly enough, with a pleasant and even endearing tone, but what I said did not get pulses racing.

Volume, diction, a smile, repeating your name clearly at least twice.  All good advice, but there is something missing.

Take one…

“My name is…. and I sell premium wines from Chile.”  OK, if I enjoy wine, thought of choosing a wine from other than Europe or Australia, why not.  Seems like a nice chap, I should give him a call.  Or perhaps, when I am next in Tesco see if there are some Chilean wines to try.

Giving the benefit of what you do not just the role.

Take two…

“My name is…. and I help people realize their dreams.”  We must have all heard this one, several times probably.  Realizing dreams may well be an outcome of working with this person, but in what arena?  Do they help me realize my dreams of driving an open top car with the wind in what is left of my hair?  (Car sales) Or my dreams of a lavish retirement?  (Investments)  Oh, of course, my dreams of fulfilling my goals.  A life coach.  Well actually one time I heard this, is was from a web designer who believed that being able to express ones business in a stunning website was everyone’s dream.

The lesson here is not only describe the benefit the client will derive, but add how you will do this.  “By enhancing your image with a awe-inspiring website.”  And perhaps a as a post script. “I will design and build it for you.”  Just so there is not mistake.

But still it isn’t grabbing me.

I remember witnessing the round-table introductions at one meeting.  We got to a man relaxing (slumped) at the end of the table.  Without sitting forward and in frankly a rather uninspired mono-tone announce…  “My name is….  I help people bring out their inner energy.”  A practioner of Reiki or Quigong I seem to recall.  I am interested in these practices but you have to walk the walk.  Bringing out a little of his own energy would have been good.

But this leads on to the vital message here.  Walking the walk or demonstrating your passion.  Passion.  Why do you do what you do?

Selling, whether yourself or your product, is not about selling what you sell or even how you deliver it, but “why” you sell what you sell.

A few years ago, the big word in selling became “benefits”.  We were told to stop selling features and start selling benefits.  We still see features being sold all the time but we know benefits sell better.  But the new word is simply “why”.

People are attracted to passion and beliefs that match our own.  When 250,000 people turned out to see Martin Luther King give his “I have a dream” speech, they didn’t come out to hear his plan, they turned out and stood in the burning Washington summer sun to hear their own beliefs validated.

Ever heard the phrase, “people don’t buy on logic and reason they buy on emotion.”  Well this directly speaks to people instinctively buying the why not the how or the what.

So the 3 steps to a great network pitch are:

#1  Understand why you do what you do.

#2  Tell people why and let your passion show through, that will get the attention of those with whom you will want to do business and who will want to do business with you.

#3  And end with the detail.  Tell them the “what”, the end benefit to them and finally the “how” by explaining how you deliver this benefit.

Take three…

“I hate to see people not reaching their potential or realizing their goals.  It pains me deeply when I meet someone who has committed to starting their own business, but is not finding the success they seek.

I strongly believe that entrepreneurs and small business will be the salvation of our economy, so I want to be there for those who want to make it happen.  I love helping people.

My name is Terry Murphy and I help small businesses and start-ups succeed by mentoring them in their sales efforts and other aspects of business.”

Comments

[William Martin]

A refreshing look at the typical "elevator pitch" that we're all told is a "must have". Noone can teach you passion, and if you can't deliver it about your product, who will buy it?