The previous post…Ultimate Networking Strategies Part 1 reviewed the fundamental philosophies of turning a wasted evening into leads and referral partners… as every event is an opportunity to expand your sphere of influence by sharing what your business is about with others.

Continuing with The Ultimate Networking Strategies Rules of Engagement 

Rule #2 : Know Your Elevator Speech Cold

We all have heard of the elevator speech…right? Even if you have… here is a refresher. An elevator speech is simply articulating what you do in thirty seconds or less as you would only have that amount of time to let everyone on an elevator know about your business before they got off.

Now, knowing your elevator speech is probably the most critical element of your business. For if you cannot clearly and articulately deliver the finer points of your business in that time , then how would you expect continuity of message to be carried by your sales people, customer service, staff or delivery personnel as they interface out and about in the world.

Mixed messages lead to indecision and uncertainty about you and your business which does NOT  build a relationship of trust. An essential ingredient to getting and maintaining business.

The Question!

Every consumer has one question on their mind…Why should I do business with you? Or even more so…”Why should I do business with you given all others in the market including the option of doing nothing at this time?

Well with all the noise out there you want to avoid being a commodity and saying the same thing as your competition.

The USP (Unique Selling Position) Formula

To counter the noise out there you need to identify your unique strengths and pair it to the benefit your future customer will receive after consuming your product or service and be able to answer the Magic Four Questions!

The Magic Four Questions! 

1. Who Are You?
2. What Do You Do?
3. Why Do I Need It?
4. How Do I Get It?

It is mission critical to answer all of these.

Now this just doesn’t just pertain to Networking …this applies to every piece of copy you write whether on your website or collateral pieces. The message is the message. Know it cold !

Also, let’s take a look of how to implement this into your being at a Networking Event!

Now, after you have have followed Rule 1 it will be your turn to speak as your new friend will ask what you do….

Example:

“I work with local business owners to do their online marketing for them. I make it so they show up at the top of the search engines when people are looking for what they offer.”

That’s it. No more. Stop Talking and wait as you’ve just identified for them:

• Your Ideal Prospect –Business Owners
• What You Do – Done for you Online Marketing
• The Benefit – High Rankings/ Visibility (inferred more customers)

I hear you….. where was #4 “How Do I Get It? Well this is important as you’ve NOW set them up for your CLOSE when they ask… ”How Do You Do That?

If you have already determined this person may be a good fit from your identifier questions in Rule 1, then you would simply ask for the appointment.

“Let’s set up a time to meet and talk more in depth and I can tell you about what I have to offer and I can also look into the online opportunities for your business…”

Now this leads into critical positioning of Rule 3: Protecting Your Time & Value

Coming up in following posts….

Rule 3: Protect Your Time & Value …..

Rule 4: Turbo Charge Your Business Card …

Rule 5: The Difference Maker ….how you will STAND OUT!

To Your Success!

Luke Harlan

The Strategic Marketer

p.s. Register Today at www.sbssregistration.com for the Small Business Survival Summit and use the Ultimate Networking Strategies!