Effortless Introductions:
How to Build a Simple, Attention-grabbing 30-Second Commercial
by Patricia Gardner
Author
Networking is one of the most important tools you have in the business world. Unfortunately, many of us have trouble with the basics of introducing ourselves and explaining our roles. Make it easy on yourself - increase the chance of success while decreasing your level of stress by preparing a 30-second commercial.
The goal of a good 30-second commercial is to interest someone enough that they say to you, "Tell me more about that." To do this, you must simplify your introduction enough to help others understand what you so. No matter what you do, break it down in a way that anyone could understand it.
Here are 5 Steps to Building your 30-Second Commercial:
- Put it on paper
Write out a simple explanation of what your company does and what your role is at that company. It is not a resume, so keep it relevant and interesting.
- Become a word minimalist
Craft your commercial to fit as much as possible into a simple, short explanation. Share it with your board of directors and get their feedback. Rewrite it until it is perfect.
- Define your mission
Include your company's mission in the commercial. This will convey your goals and approach to everyone you meet and allow them to see your vision and possible opportunities.
- Develop your delivery
Practice sharing the commercial with other until you can tell it in a compelling way without losing eye contact.
- Prove Your Worth
Have two proof sources ready to add to the commercial. For example, "When our client started using our product, they gained 22% of their market share within thirty days." Use these metric measures as often as possible with your proof sources because they add credibility and prove your value.
In a perfect scenario, you should introduce yourself with your 30-second commercial and use only one proof source. The second proof source would be used when they say, "Tell me more about that." The appropriate response is for you to turn back to them and say, "Tell me what you do and how I can support you."
Here are some examples to help you get started:
"Hello I'm Jane Doe and I work with ABC company. We make companies more efficient by utilizing our software to streamline their most difficult applications. Our customers tell us that it takes 3 months for our product to pay for itself. After that our clients save millions of dollars every year in customer repeat business."
"Hello I'm John Doe and I work with ABC company. We sell a widget that guarantees better performance for your car engine. Most people don't believe it, but we have multiple testimonials from our clients on our web site, that proves they get 30 more miles per gallon with our widget."
A 30-second commercial is an invaluable tool that will help you make more meaningful connections in a variety of situations, including voicemail messages, emails introductions, and cold calls. Crafting this commercial will help you make more connections and make the most of every opportunity.
2004 © Patricia Gardner. All rights reserved.
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About the Author:
Patricia Gardner has closed million-dollar sales deals in two sales calls, and has trained others to do it, in a career that spans 30 years.
She is now President of Maximum Sales, an executive management and sales training consulting firm, and has now written a new book The Million Dollar Sales Call designed to help sales professionals unlock the five secrets of strategic sales.
For more information on her services or her book, visit www.maximumsales.com.
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