Hopefully or not, sometimes when we attend a networking event, we will have to give our 30 second “elevator pitch”, describing our business, in hopes of attracting potential clients.
Sure, some professional people welcome such occasions. They have briefly described their services to many audiences, so they are comfortable with the situation and know what they are going to say.
However, many others fear the experience. If you are among those who do not know how to encapsulate your services in a short and convincing way, you will benefit from this simple three-step formula.
ONE: MENTION YOUR CREDENTIALS
This is probably the easiest of the three steps, because you’ve done it in a variety of settings, both formal and informal.
Example: “After graduating from Duke University School of Law, I have practiced here for twenty-one years.”
Yes, it is enough. It is not necessary to mention the great cases you have won or the awards that have been presented to you. You have established your credibility with that one statement.
TWO: SAY WHAT PROBLEMS IT SOLVES
Again, remembering how quickly a thirty second span ends, keep it simple:
“I help him reduce his auto insurance premiums by up to twenty percent.”
“My company makes sure its heating and air conditioning units keep you comfortable.”
“The retirement plan that my company designs with you will protect your financial assets and give you peace of mind.”
Naturally, you will strengthen your case if you mention a client you recently helped or are currently consulting with: “The hotel we are meeting at now heard complaints from guests who saw rats and mice running through the hallways. Our security control company pests got rid of in twenty-four hours, and there have been no sightings since our service four weeks ago. “
Your audience will enthusiastically respond to presenters who can solve your problems, just like you want to hire problem solvers.
THREE: MAKE A CALL TO ACTION
Surprisingly, many talented professionals do not include an invitation in their half-minute presentation. However, you lose a great opportunity if you generate attention without asking for a response that goes beyond polite applause. Some options:
“I’ll stay afterward and be happy to chat with any of you who have questions.”
“Give me your business card after the meeting, so we can set up a time for coffee and conversation.”
“I will welcome you to my mailing list so that I can send you more information on this topic. So please give me your email address before you go.”
Consider this formula: credentials, troubleshooting, call to action. Your next 30 seconds in front of an audience will flow smoothly and you will appreciate the positive benefits.
