Many small business owners know that networking is an extremely effective way to meet new customers. About 80 - 90% of new business happens through word-of-mouth and networking is a great way to spread the word about your business and meet potential clients. I'm an extrovert, so meeting new people at a good networking event energizes me. But I realize that not everyone feels the same way. Some people view networking as pleasurable as a root canal.
So, how can you make the most of the time you spend meeting new people at events and conferences? The answer is to spend some time thinking about how to present yourself and your company. Small businesses pay so much attention to website design, SEO and digital marketing, isn't it time to pay some attention to how we're positioning ourselves at that crucial first meeting with a potential client? This is called the elevator pitch and there are proven strategies you can use to make it very effective.
An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organization does. You can also use them to create interest in a project, idea, or product – or in yourself. A good elevator pitch should last no longer than a short elevator ride.
How to nail your elevator pitch
First, be clear about what you do and the value you add to a potential customer. The most effective positioning statement is to display how you solve a customer pain point. For instance, if you have an IT firm, how does that solve IT issues that your client may have? Do you provide computer security, cloud computing, networking solutions, other services? Be clear about how your business adds value or solves problems for your potential customers.
Second, only mention one or two things you or your firm does. People who have been in the business world for a long time may have many different skill sets. But if you mention all of them when you first meet someone, your audience may get confused. When you meet a business person at a networking event, you should only mention the top things you do and how you add value. How do you decide which positioning statements are the most impactful? Stay tuned for my next newsletter on how to find and create the perfect value proposition / positioning statement for your business.
Another important point - be clear about what you want. For instance, if you're looking for a job, it's fine to state that early in the conversation. If you are a consultant and are looking for clients, that's fine too. If you don't make clear what you are looking for, your audience may not know how to help you.
If you need help positioning your business in the best way, or creating an impactful value proposition, please reach out.