They don't want to know what you do, they want to know what it will do for them

Over the last couple of days I’ve spoken to a few of my new clients. I’ve talked with them particularly about how they introduce their business in the 40 or 60 second introduction at networking events.
Something which came across, with all of them, is that they are very keen on telling people what they do. They use their 40 seconds to make sure that the other people in the room have a clear understanding of what their business is and does.
Which, sadly, isn’t what the other people in the room actually want to hear.
Last week I touched on this subject when I wrote the article “Everyone else is at the networking meeting for their business, not yours” and following my recent conversations, I thought I would expand a little more.
Once you understand and accept that everyone else is there for themselves, you can start to tailor what you say, and particularly your introduction, to reflect that, and make sure you’re addressing them in terms they want to hear.
When I present on networking, I use the expression “think about what they’re buying, not what you’re selling”, as the two things are related, but separate.
You might be selling business coaching, but people don’t want to buy that, so there’s little point talking about it. What people want is a more successful business, based on their definition of success.
Your business might be graphic design, but what people really want are business cards, a website, and leaflets which really sell what they do.
If you were ever taught about talking to prospective clients in terms of benefits not features, you’ll have some idea of what I’m talking about here.
So give a little thought to this, your introduction should give people enough information, phrased in the right way, so that they want to find out more. And not so much that you’ve told them everything and they don’t need to have a 121 with you.
Think about your 40 seconds from the point of view of everyone else in the room. If you were them, what would you like to hear which would inspire you to want a 121 conversation with you?
What soundbite about your business will help people to prick up their ears and know they need to speak to you?
What outcome have you achieved with a client that you can pass on? Outcomes are terribly important, they help people to picture what the results of working with you might be.
Before you stand up, before you get to the networking meeting, plan what you’re going to say. Think about how you are going to entice people to want to find out more. And listen to the feedback, if people aren’t asking you for a 121, think again and come back next week with a different 40 seconds again, after all, business networking is the only environment where you get a second chance to make a first impression….

If you want to learn how to write and present a 40 or 60 second introduction which will have people queuing to speak to you – from just £25+VAT, then book onto The Networking Retreat EXPERIENCE – just click the link for more information and to book your place

“I implemented one more thing from the Retreat and it has resulted in a new client which gives me a positive ROI within 6 days”
Claire McTernan – Employee to Business Owner

“within two months I went from an average of one client per month from networking, to five clients”
Samantha Rollins, Trinity Accountants