Making the best of networking

We know, we know. You're out there beating the pavement, networking your heart out. This economy stuff isn't going to get you down. We hear you. But the real question is, are they hearing you too?

No time like the present to review your self introduction speech and hone it some. Note, I did not say elevator speech. In fact if you think of it as a speech at all, that alone will muck up the works. Think of it as the start of a simple self-introduction.

Short version

Start with a short version, about 10 - 15 words. Mine is "I'm a brand strategist. I help service businesses define and promote what they do, so they can sell better." The ideal is to include your occupation, services, target audience, and what your clients get out of it, if you can — and make it sound simple and effortless, not practiced or canned. Let's pull mine apart. My occupation is "brand strategist," my services are "define and promote," my target audience is "service businesses," and "sell better" is what they get out of it.

Long version

If that gets you continued interest and conversation, you can engage a little more deeply. I recommend you start off with a question that shows you understand what the person who you're talking to might be up against. Like "You know how hard it is to write and present effectively to your own clients, well, we advise clients on strategic ways to promote and speak about their services so its easier to do consistently and in any circumstance. It's often good to give an example of something you've done recently. Like this: "Recently, we've been working with a technology company to redefine their sales and marketing message and package it more effectively for potential clients. We are creating a new brochure, website and presentation format."

                             — by Chris Quinn
The keys

Make sure what you say is concrete and specific. Don't assume someone knows what you do if you're an accountant or a dentist. Not all accountants do the same thing. Not all dentists do the same thing. And if you're overly general and you just say "I'm an IT advisor," you're not setting yourself apart. You're throwing yourself in a group without distinction. It's better to say "I'm an IT advisor to the medical industry. I help hospitals and doctors offices stay on top of their technology so they have little down time." Also, keep the words simple. You may think your making yourself sound more impressive with more complex words, but often you're the only one you're impressing. Go for simplicity and clarity. Ironically, the simpler you can make what you do sound, the more impressed people with be with it.

Good examples

Here are some good self-introductions as examples:

— "I'm a consultant to the environmental field of storm water management. I help towns and developments handle water problems from rain and storms so they can avoid flooding issues and road damage."
— "We're a public relations firm who helps businesses get press coverage to spread the word about what they do."
— "I'm a dentist in Howard County. I handle both simple and complex dental problems, fit dentures, give kids braces, and do roots canals and implants. I can help people who haven't been to a dentist in many years."

And, of course, have a well-designed business card available, and invite them to visit your website for additional information. Now, about your website.... to be continued...

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