Networking is a MUST as a small business owner if you want to grow a healthy business filled with the right clients. This doesn't matter if you work in a business with four walls or online in a virtual community. Communicating clearly what service or product you offer aids people in determining how you can help them; this is especially true when you attend networking events.  A one-minute marketing pitch must be well-developed in order to deliver the right impact and interest to your prospective clients who may be in the room.  Unfortunately, some solo-professionals, healers, coaches, and consultants have a tricky time explaining what they do because they are so well versed in various techniques which can help multiple issues that they have difficulty identifying just a few topics to "pitch" in their introductory statements.

My most recent experience of a poorly crafted introductory statement happened this past week at a networking group I was attending. Everyone had a 1-minute to introduce themselves and their business, as typical with these kinds of events. This went well for the most part.  Then it was time for the woman sitting near me to speak about her business. She quickly hopped out of her seat and stated with uncertainty, "Hi - My name is Jane, I am a healer, I do massage therapy, energy healing, and EFT - a tapping technique, and well, I am looking for people who are open to my kind of work."  Then she sat down.  OUCH!

I watched the room as people scrunched up their face trying to figure out what exactly this woman had to offer or how to make a referral to her.  All I will honestly say is that she missed the point of this type of marketing opportunity. Most especially, what she could gain from introducing herself with a well-crafted introductory statement and offer. Hint: CLIENTS!

This happens often when people describe what they do not how or who they can help.  In this case, she made it hard for listeners to determine if they were able to use her services or if they knew someone else who could. So how do you explain everything you do in under a minute?

Here are my 3 Simple Steps to Make Introduction Statements, and equally important how to leverage your service in the offer. So, grab your paper and pencil and let's get you started!

1. Determine What Problem You Solve For People

Many people are not specific enough as to their service and offer too many choices about how they can help others with their business. While you may be able to help people with many issues, too many choices can overwhelm people when you first meet them. In general, most PROSPECTS think in terms of "How can this person help me?" So, if you have a laundry list of issues you deal with, it can appear that you dabble in everything and are really not a master at any one item.  This can put people off very quickly.

Typically, PROSPECTS are looking for individuals who appear to be EXPERTS in their industry. They want to feel they can trust someone who knows exactly how to help them solve their problem.

By choosing only a few PROBLEMS which you can solve you can position your message easily. You can always introduce your other services to your prospect once they have become a CLIENT. (Then they will think you are even more fabulous!)

To narrow down your SOLUTIONS practice listening to the types of conversations you have with people in general, clients, and prospects, or review the successes you have had. Do you see a common theme?  Make a list of them. 

Now that you have determined what exactly you find yourself solving for people, pick only the three to five items that you really enjoy or have had success in resolving. Do not pick items that you dread!  You will not be convincing when you have to speak about them. Remember you are crafting a message that will capture the attention of your IDEAL CLIENTS so the energy you project when you speak about something can enhance or take away from the topic.
 
With these points clearly identified develop a FEATURE and a BENEFIT of your solution for that problem.  You may find that there are multiple features and benefits for each solution, list as many as possible, so you can work with a variety of options. Examples might look like this:

Business: Massage Therapist
Client Problem: Low back pain from pregnancy
Solution: Soft tissue massage and prenatal stretching
Feature: Gentle massage technique
Benefit: Relaxes muscles stressed by pregnancy hormones

Business: Certified Pet Groomer
Client Problem: Dog fur matting in winter
Solution: Regular mini-grooming session between clips
Feature: Conditioning of the fur and skin in winter
Benefit: Less matting of the fur in cold, wet weather 

 

3. Craft A Statement Which Includes An Introduction

Now that you have clarified your problem and solutions and each feature and benefit, combine them into a well crafted statement with a simple introduction of your name, your business name, and profession.

 
"Hello my name is Jane, my business is Bodyworks. As a Massage Therapist I help pregnant women who have low back pain by using soft tissues massage and prenatal stretching. I offer a gentle massage technique so that it relaxes muscles stressed by pregnancy hormones."

 
"Hello my name is Claire, my business is The Dog House. As a Certified Pet Groomer, I help keep long hair dogs from matting in the winter by offing regular mini-grooming sessions between clips. By conditioning their fur and skin in the winter, less matting of the fur occurs in cold, wet weather."

 
Each of these statements clearly enables prospective clients listening to determine if they are an ideal client. What you have done by crafting your message this way is PRE-QUAILFY your PROSPECTS.  Members of the audience listening now know that you can help them with an identifiable problem. And in the case of our examples, care of their pregnant sister or their own little, long haired dog.

 

* BONUS STEP 

 

In marketing, these types of introductory statements posses a Hottest Undeniable Benefit or HUB statements. Now that you have a great HUB statement, leverage it with an offer to the group you are speaking with.  It may be that you offer a free consultation, maybe a savings or discount, or a special package deal to the members of the group.

 

"Hello my name is Jane, my business is Bodyworks. As a Massage Therapist I help pregnant women who have low back pain by using soft tissues massage and prenatal stretching. I offer a gentle massage technique so that it relaxes muscles stressed by pregnancy hormones. If you or someone you care for is pregnant and is experiencing this problem, come speak to me today and I will offer you a free consultation and a great prenatal stretching guidebook exclusively from Bodyworks"

 

"Hello my name is Claire, my business is The Dog House. As a Certified Pet Groomer, I help keep long hair dogs from matting in the winter by offering regular mini-grooming sessions between clips. By conditioning their fur and skin in the winter, less matting of the fur occurs in cold, wet weather. If your dog experiences this problem, come speak to me today and I will offer you a 10% savings on your dog's first visit to The Dog House."

 

By clarifying your Introductory Statement with these 3 simple steps you will naturally attract the RIGHT clients. By enhancing your statement with a SPECIAL OFFER you can create a great marketing opportunity in under a minute. Simple, clear, and do-able!

 

Have fun crafting your Introductory Statements. Try creating 3 to 5 messages that you can use at different events, as well, to introduce yourself where ever you go.

 © 2009 Wendy Burge - Radiant Edge Consulting.

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