Networking: 30-Second Commercial for Consultants and Service Industries
If you are a consultant or sell a service like IT services or financial services, describing what you do for a living in a 30-second commercial is sometimes difficult. Finding the right words to explain, in laymen’s terms, the service you provide can be challenging.
For example, if you say, “I am a Business Coach.” This does not give me enough information to “get it.” What do you really do?
If you say, “We help companies cut their expenses and increase their bottom line.” This statement not does not provide enough information to clearly understand what you do or how I might be able to help you with a warm referral.
Why? Because no matter what you or I sell, we all help our clients cut costs so they can make more money.
The Key Step to developing an effective 30-second commercial is to:
Give an example of how you have helped a client.
For example: The HR Director at Smith Insurance Company was having 1-2 issues (name them off) with their employees. Then explain 1-2 solutions that you recommended or were implemented.
Keep in mind the main purpose of a 30-Second Commercial is to be able to relay in common terms: who is your target market; what product or service you offer; and why you can solve the problem–your value proposition.
Therefore, if you are a consultant or provide some type of service, always include detailed descriptions of:
- how you have identified a problem;
- developed a strategy of remediation; and,
- been successful in the implementation.
Finally get in front of the mirror, your dog or cat; practice-practice-practice; and time yourself. After all, a 30-second commercial is not a dissertation…it’s only 30-seconds.
Peggy P. Edge (c) 2014
Networking: Fear of Networking
How is it that most sales people have no problems cold calling yet many break out in a sweat when they attend networking functions?
For 16 years in the industrial packaging business, I have worked strictly off of a referral basis–never cold calling. I rely solely upon my networking partners for “warm referrals.”
To be successful at networking, here are a few pointers that will help build confidence:
- Create a Plan / a Roadmap–as any good business person will tell you, you must have some sort of plan established so that you know where you are going.
- Outline an agenda for each meeting – Decide beforehand 2-3 key things that you want to accomplish at each event.
- Craft 3-4 interchangeable commercials – once you have drafted several different commercials, practice, practice, and practice!
To overcome the fear of networking, get prepared, have a plan of attack and then make connections–seize opportunities.
Peggy P. Edge. (c) 2014
Networking- The 30 Sec Commercial
Sometimes when you offer a service, it is difficult to explain or describe exactly what it is that you do.
For example, if you say you are a Business Coach. What exactly does that mean? What do you really do!
The Key Step here is to:
Give an example of how you have helped a client.
One of the main purposes of a good, effective 30-Second Commercial is to be able to relay in layman’s terms:
1. What it is that you do for a living?
2. Who is your target market?
3. Why should someone be interested in what you have to sell–your value proposition?
When you give that commercial, you want those in ear-shot to be able to tell other people what you do and to be able to explain it enough so there could or might be some interest generated that would result in a one-on-one meeting or introduction.
Always keep in mind to speak in layman’s terms and to give examples of how you have solved a problem.
Peggy P. Edge (c), 2014
