How to get people's attention...

I get asked a lot about how best to sum up what you do in a few words or a sentence; indeed Ali Davis posed the question in a recent Tweet, "can you summarise what you do in one or two words"! Initially that might be a step too far but it is a great idea and a worthy goal; something I'm working on! 

If you're asked the question, "So, tell me what do you do?", what are you going to say? Well, over the next couple of Blogs I'll give you some ideas and tips that I hope will help.

 

What will you say?

People don’t want to hear a 15 minute blow by blow account of your business. They don’t want a potted history of how you started your business to change the world and 15 years later you’re still trying. In fact they don’t even want to hear more than a minute about you and your business however fascinating it is to you. Remember, most people are not interested in you they are being polite or breaking the ice and really want to talk about themselves! 

So, how do you describe what you do in an efficient and effective way? 

How do you finished that conversation without wishing the ground would open up and swallow you?

The Elevator Speech

Everyone needs to have a 1 minute speech prepared that explains exactly what their business is all about and why people should even listen to them. This is commonly referred to as an “elevator speech or pitch” since you should be able to say it in the space of an elevator ride. 

It’s a snapshot of you and what you do in your business.

Here are some ideas how to avoid that sinking feeling over coffee and how to craft the elevator pitch of your  dreams, the one that works for you.

The steps to crafting your elevator pitch (that works).

1. Outline your USP

What are the key points of your unique selling proposition (USP)?  

What’s different about you compared to your competitors? 

Write these down in a simple bullet point format. 

Then cut out irrelevant words and explanations. 

Edit your USP down to the bare minimum, the most basic essence of what you are offering people.

2. Write your problem/solution statement

Now put your USP description into one sentence. 

It helps to put it in terms of a solution to a problem, since this is the most important part of anything you are selling. It’s why people buy. For example,”I help people that don’t have time to blog or just hate it”. 

This doesn’t tell someone exactly what you do, but it intrigues them enough to want to learn more. 

I will tell you more about getting people's attention next time!

 

Malcolm 

http://www.stevenagelocalbusiness.com/

 

 

Setting up a network group..

If, like me, you have recently set up a new Networking forum, or you're thinking of beginning a group, you will appreciate there are problems and pitfalls! So I thought I would share a template I use.


Objective What are your personal objectives? To increase your profile, get noticed or simply altruistic.

Purpose Decide on the purpose Referrals, communication, training etc.

Target Members Who to target? Members of your network, clients, prospects, new contacts.

USP What differentiates you? The members, food, agenda, venue.

Hurdles / Barriers Are there barriers to entry: SMEs, large companies, self-employed, singletons etc.

Value Added What will they place emphasis on? Quality of presentations, referrals, membership.

Name / logo Explains the group. Not just "ABC Networking"!

Meeting place Decide on a central location or a "special" venue. Do market research and choose depending on numbers

Meeting time Research the best times. Early, lunch, evening or variable.

Meeting regularity What frequency will get most ROI? Weekly, fortnightly or monthly.

Structure Informal or formal format? Set a format and ask for feedback and adjust accordingly.

Benefits What's in it for them? Prospects, clients, community, Business Community, Training, Face 2 Face, problem resolution.

Mission A phase to capture the need. Try to encapsulate the essence of the group succinctly.

Numbers What is a good number? Be realistic, and build on it.

Meeting content Decide on a meeting format Informal, training, network, seminar.

Marketing To be done in - house or external? Maybe in-house initially then sponsored?

Revenue/Costs What will I charge? Compare with other local groups & ensure to cover costs!

KPI How will you measure success? Set targets and get regular feedback


The main thing is to allow plenty of time, be realistic and not be put off, as there will be set backs, but keep going!

I hope this is helpful and let me know of your successes and experiences!

Malcolm 

http://www.stevenagelocalbusiness.com/

Facts and Stories...

Facts and Stories.

Last time I talked about Elevator pitches and the need to think about the first 10 seconds as it will capture interest; this time I'm discussing the power of stories!
You may have heard the adage, "Facts tell whilst stories sell", well it is right, in any networking conversation, unless asked for, facts will simply bore and maybe will not even be heard! The beauty of stories is they can include facts, make a point and be interesting!

There's a story about a student who had this recipe for peach wine that he really loved. One day he decided he wanted to make some of this peach wine. So he bought some peaches, went to his parents' and got the equipment to make it.
He mixed up the yeast, peaches, and the rest of ingredients, and put it in his basement to ferment.
He checked it regularly for days to see how it was doing, but it was going too slowly for him! He got impatient and wanted to speed it along. So he put some more yeast in to help it along. Then he went back the next day to see if it had made a difference; he tasted it and found it was not the wine he expected but instead it was the best peach vinegar!

Sometimes there are things in life that you can't push. You can't make some things go faster. Instead they go bad and this is true in building trust!

A woman I know was invited to attend a 50th birthday party of an associate who used to belong to a networking group of which she also was a member. They'd had a long-term working relationship, and, therefore she decided to attend. However, when she arrived at the house and looked through the window, she noticed people were arranged in a semicircle, obviously listening to a presentation, and when she went in, it was very obvious the party-goers were being recruited for a business opportunity.
Although, she felt annoyed and resentful, she and the other friends found it difficult to remove themselves from the "birthday party," especially, as the only refreshment being served was the company's diet product!

Be honest, is it a party or a sales pitch? I'm sure the woman in question will find future parties less well attended!! If you falsify the reason for a gathering you will find that rather than increasing your circle of influence that your circle has reduced to one!


In conversations, I often use the counter to objections that Dani Johnson recommends, "I don't know about that all I know is..." and tell a story.
For example:

"It'll never work for me!"
"I don't know about that all I know is that I have been working with ABC Company for two years now and I'm making £2,000 each month."

Try it, what have you got to lose and, after all, it is a lot easier than trying to overcome objections with facts and it makes you feel better too!
I hope it helps.

Malcolm 

http://www.stevenagelocalbusiness.com/

Elevator speeches, do you need one?

Do you need an "elevator speech"?

Yes & no! When talking about their businesses, many entrepreneurs try to get everything they do into a 30-second pitch, and we miss most of it. We simply tune out after the first few items on the list. Instead, you should focus on your top two or three areas of expertise.

*Start with the First 10 Seconds, What if 10 seconds is all you get? Does your first sentence tell your listener enough so they understand what you do and inspire them to want to know more? 

Here's the simple, but effective approach.
"I work with [type of clients] who have [these types of problems, issues or challenges]."
That's it. Don't try to sugar it up or make it too catchy

*Avoid the what you are approach, "I'm an accountant" or "I'm a marketing consultant" or "I'm a financial planner". You've heard them time and again. You've probably even done it yourself. The problem is your listener(s) may not understand what the title means and may remember an incorrect definition
*Avoid the, what you do approach. "I do small business accounting including sales tax and payroll" This tends to be boring and doesn't help the listener(s) understand what they get as a result.

*Say how you solved a problem or served a client. Reinforce your first 10 second sentence with a second sentence that shows how you solved a problem or overcame a particular issue or challenge.

"I help mid-sized accounting firms plan big conferences on a small budget.
I just recently lined up free live entertainment for a firm that hosted 500 people in town last week."

*Tell them why you are unique. What makes you stand out from the crowd?
Maybe it's a unique model or approach for better results, focus on a specific niche, a guarantee, or extras that others don't provide.

There are many ways to define your uniqueness that will help gain attention and make you memorable.

  I work with small businesses to increase their profits.

  I encourage entrepreneurs by providing opportunities.

  I help people find ways to make more money.

  I create opportunities.

I hope it helps and works for you!

let me take this opportunity to wish you all a very happy Christmas and a really successful 2013.

Malcolm 

http://www.stevenagelocalbusiness.com/

Different personality types...

Last time I was telling you the more you know about people the more likely you are to connect with the right people; so continuing this theme, let me give you a brief overview of the four different personality types by colour:

First there is Yellow. Yellow's make up 35% of the population and are open and indirect with their feelings.
They are the best at using both sides of their brains. They are relationship and family orientated, logical, analytical and teamwork is very important to them. Their voice is soft and gentle and they speak in relaxed tones. They like giving back to others. They don't like pushy people, aggressiveness or sudden change.
Talk to a yellow slowly and relaxed and let them know they are appreciated.

Next is Blue.. Blues make up 15% of the population.
Blues are open and direct with their feelings. Very right brained, talk fast, very creative, must have fun doing things. They are strong on family and relationships, spontaneous and enthusiastic.
When you talk to a blue, you should focus on fun, talk about excitement. Never try to sell a blue.

Then Green. Greens make up 35% of the population.
They are indirect and self-contained with their feelings. Left brained, very logical, and analytical. Precise and need to have all the facts and figures. They are savers, organised, task orientated and accurate. They're the best negotiators.
When speaking to a green, give them the facts and figures. You cannot overload a green with information.

And finally Red. Reds make up 15% of the population.
Reds are direct and self-contained with their feelings. Reds are Left brained, forceful, stern and to the point. No chitchat, money is power, take action; task orientated and impatient.
When you talk to a red you need to let them think you need them. They like being sold, close them, focus on money and stroke their ego.

So, to summarise:

Yellow - Use both sides of the brain.
Blue - Right brained and creative
Green - Left brained and analytical.
Red - Left brained and task orientated.

So, there you have it, listen and learn; and remember, as I said in a previous article, "If you're constantly looking for ways to help people … achieve their goals, they'll be much more likely to help you in return."

Next time I'll be looking at elevator speeches and asking if you need one!

Malcolm 

http://www.stevenagelocalbusiness.com/

Getting to know people...

In my last Blog I talked about small talk and the graceful exit; one reader made the comment, "The best networking is achieved from being social, listening, and seeing how you can help others, not how they can help you", and she is absolutely right! If you are a good listener you're a good networker. 

This time I want to develop the point that the more you know about people the more you can really listen and learn!

If you actively listen to someone you will be able to qualify their conversation and ask some open-ended questions that will help you get to know the person better. If you also know something about differing personality types, the more you are likely to understand their needs.
There are many ways to differentiate between types but for the purposes of this article I will use colours! 

There are 4 colour/ personality types: Red, Blue, Green and Yellow.

Everybody has a colour type, and acts in a certain way:

• Some things are important to us.
• We like to be talked to in a certain way.
• We like and dislike certain things.

What if you:

• Knew how I liked to be talked to
• Knew what was important to me.
• Knew what I didn't like. Knew what I liked,
• knew if I was over sensitive,
• Knew if I needed support and knew if I like to have fun.

How can this information help you? Well, if you had this information about me and gained more insight as you talked with me it should help you understand me and my needs!

So, next time I will give you a brief overview of the four different personality types by colour.

Malcolm 

http://www.stevenagelocalbusiness.com/

The art of small talk...

Small talk basically consists of 3 phases:

• The ice breaker
• Get to know you better
• Graceful exit

So you attend a networking event, you make eye contact with someone you want to meet; you approach them and introduce yourself and now what?

Having a few powerful, open-ended ice breaker questions should certainly do the trick. For example:

"So John, what do you do?"

Now people love talking about themselves and their business so the idea here is to get them started talking, and most people also love to hear the sound of their own voice!

"So John, what brings you here today?"

Now notice on these sample ice breaker questions I've repeated the person's name.
Firstly, by doing this it will help burn that person's name into my mind so I don't forget it.
Secondly, people love the sound of their name - so don't be afraid to use it throughout your conversation

*Getting to know you better

Depending on the results of the ice breaker questions you should by now be able to determine whether or not it makes sense to get to know this person better.

If not, simply skip this phase and go to what I call the graceful exit (More on this later.)

But if you do see a connection, try some of these again open-ended, getting to know you better, questions:

How did you get into that business?
What is success for you and your business?
What's new in your industry?

You can use one or two of these questions, or more if the situation permits.

However, be careful here not to dominate someone's time as the idea is to network not monopolise and possibly alienate someone!

* The Graceful Exit

It's vastly important how you leave a conversation - as this is the last impression you make on that person. We're not looking to create any animosity; the key is to exit gracefully.

A major difference between the types of questions or statements you make in this phase as opposed to the previous two phases is that now you shift to using close-ended ones. For example:

Introduce the person to someone else that may be of interest to them and then politely excuse yourself.

Now they exchange pleasantries and you immediately exit the conversation by saying something like,

"Well you two probably have a lot to talk about."

"It's been great meeting you John, I hope to see you at the next meeting."


More next time, until then, I hope your small talk brings you continued success!

Malcolm 

http://www.stevenagelocalbusiness.com/