by Amanda Chocko
How do you answer the question, “What do you do?” When answering this question you need to have a clear understanding of what you do, why, and for whom. You should be able to articulate what makes you special or different from others in the same field. And believe it or not, there are certain guidelines in developing your elevator pitch or business commercial.
First, do not try to encompass everything you or your company does in your introduction. It should be no more than 10 to 20 seconds in length. Your goal is to peak interest and encourage conversation, not give a monologue. If it sounds too rehearsed or like a sales pitch, you are sure to lose them at “hello.”
Come up with a unique title and identify the main benefits (not features) your company offers. Envision every person you meet with the letters (WIIFM-what’s in it for me?) written across their forehead. For example, when people used to ask me the question, “Amanda, what do you do,” I would respond this way:
“I own a company called Ready Set Network!” (Ho hum.) “I organize and facilitate networking events and workshops for professionals and job seekers.” (That’s nice.)
This response sounds okay, but I have come up with a better one. Now when someone asks me this question, I say “I am a Professional People Connector” (notice the catchy title?) This immediately invokes curiosity in the person I am speaking with and is usually followed by, “Really, how does that work?” or, “Tell me more.” Then, I explain the benefits of my business: “I help professionals become more confident and effective networkers. I do this by facilitating speed networking events and presenting networking workshops.” More often than not, the other person wants more information.
Your elevator pitch should also be simple to understand. Try not to use industry jargon, technical terms or acronyms that people won’t understand. First of all, most people will not ask you what you are talking about because they may feel inferior for not knowing, and you want to make it easy for people to refer you to their network. If they do not understand what you do, they will not be able to tell other people, and that is what networking is all about.
So, before you go to your next networking event or social gathering, practice your own unique introduction that sets you apart from the competition and gets people saying, “Tell me more.”
Amanda Chocko is the founder of Ready Set Network! offering “speed networking” events and networking workshops that will give you tools necessary to become a more confident and successful networker! She may be reached at (616) 450-2321.
About Matt Schoenherr
Matt is a husband, father of four, marketing consultant and founder of Marketing Ideas 101. As a student, teacher and published author, Matt supports the worthy goals of service and commerce in the small business and nonprofit communities. You may find him on Google+, Twitter and Facebook. Creative marketing ideas and marketing strategies may be found at MarketingIdeas101.com.