We are all unique in what we do in our business. The problem seems to be in communicating that to our prospects. When you work on your USP (unique selling proposition), or elevator pitch, you must say more than just what you do. Instead, tell people what services you provide, and to whom. Also, explain the benefits of what you do and how it is different from what others are offering.
Now write it down and practice saying it. I used to go the Chamber of Commerce monthly mixers here in Santa Clarita when I was just getting started online. I would introduce myself to as many people as possible and tell them what I did. At first, no one understood what I was doing, so I refined it over time until they would nod and ask me a question about it. Then I knew that I had communicated my business model to them. Over time I refined my USP even more, and this was an excellent way to build my business in a clear and easily understood way.
Practice telling the people you meet what you do. Then ask them what they believe you do. If they are able to tell you what you do, you have done your job. If you are a new entrepreneur, this process will take several months to develop, so be easy and patient on yourself. Ask the people who are close to you to listen to what you are saying. They know you well and will be able to tell if it sounds natural. Being able to share your unique selling proposition with prospects is worth spending time to refine.
You seem to be at ease attending gatherings like the Chamber of Commerce, did that just occur easily, or was there a process you followed to get good at it? I like talking with people but actually find mixing with a group difficult.
Connie, I like the idea of the way you’ve set up your feedback loop for the USP. Over time it becomes 100% authentic research. Either people get it or they’re missing what you do, which which case you’re missing the boat.
Dale, re: Chamer Of Commece Mixers,
Having spent years doing them, there are two parts of the puzzel.
1. Be curious and be engaging. Approch each new person you talk to with a one/two sentance introduction and then a question about them. Most Chambers provide name bages that include the company or organization they represent, that should base your question on either what you do know, a question to an investment banker do the effect, do you find the confidence of consumer’s has come back, and or a question on what you don’t know, a person with a badge that is very vauge or an industry which you don’t know, would simply be, I’m not well versed in the bio medical field what does your company do, and what role do you play.
2nd is be authentic… you have to be honestly inquisitive, the same way a fake compliment about someone’s tie will be seen though as transparent, and as Stepen Covey would say, first seek to understand (and give) then to be understood. When you do that, reciprocity will take place and the person will show a genuine interest in you and your work, or if they don’t, likely they don’t matter to you and move on.
If you walk away with five (and left five) business cards that matter to you at the end of the night, your evening was a success.
Dale – it took me awhile to get used to speaking to so many people – but after a month or two you kind of look forward to meeting some new people who are also in business. Just do it and see what happens. Let me know how it goes.
Victor – great comment! Thanks for sharing so much information with us here.
The exposure of going to Chamber of Commerce meetings gave my new business a great boost. And going back every month gives people the opportunity to know they will see you again even if they lost your business card or forgot your name.
Dale – don’t think of it as a group. Think of it as a bunch of individual people, just like you. And just like you, many of them are new or shy or not used to groups, either. You could always use my old trick of walking up to someone else who looked lost and introduce yourself and ask them about them. There are always people who are just wishing someone would talk to them; you could be the person who “makes” their night. And then, practice makes perfect.