Communicating Your Business in 60 Seconds - by Kirstin Carey

“It took me 8 months before I finally got my first lead from this networking group,” a woman (we’ll call her… Megan) said at one of my networking meetings. I was shocked. 8 months! My first sale had come in the first meeting & nearly every meeting after that. What were we doing differently?

Megan has been a member of our networking group for about 4 years. My membership began about 6 months ago. After recovering from Megan’s shocking statement, I realized that though I met Megan at my first meeting & everyone had a chance to give a “60 Second Commercial” at each meeting to explain his or her business, I had no idea what Megan did.

“What do you do,” I asked her.

“Oh, everyone knows what I do,” she said. “I’m in computers.” Oh. Well that cleared it up.

I eventually found out that Megan was a headhunter & place technically savvy people (a.k.a. “Techies”) in corporate IT positions. She was looking to meet Techies & corporate human resource persons who were looking to hire Techies. Aaahhh.

That made more sense, didn’t it? Megan made a classic mistake when she attended our networking meetings.

She never clearly explained what she did or who she was trying to network to meet & simply assumed that because she continued to show up at meetings – even participate on The Board of the organization – that she would get business.

That’s simply not the way networking works. If no one knows what you do, then no one is going to give you business. Most networking groups allow their members to give a “60 Second Commercial” to introduce themselves & explain what they do.

Following are some quick tips to help you use generate as much business as you can out of that 60 seconds at your next networking meeting.

WHAT TO SAY

What has to be included in that 60 seconds? There are 5 pieces to an effective networking commercial. Double-check your commercial to make sure you have them all.

1. ATTENTION GETTING DEVICE: This is a way to get people to perk up & listen to what you have to say. Questions, quick quotes & startling statistics are great ways to start 30-60 second “networking commercials.”

Examples

• “Do you want to make more money? I can help you do that!”

• “Who here does NOT have cash flow problems? No one?!?! Well, our company can help your cash flow like a river with our wonderful payment programs.”

• “Public speaking is the #1 fear of Americans. Further down the list of most feared items is death. That means at a funeral most people would rather be in the casket than giving the eulogy! For those of you who understand why people would rather die than give a speech or you simply want to learn how to be a dynamic speaker, then we’re the company for you.”

2. WHO YOU ARE -Your name & Company name (You’d be surprised how many people forget this part!)

3. WHAT YOU DO

• Make this as simple as possible

• “We are headhunters for ‘techies’ or technically savvy people.”

• “Our company specializes in graphic design & visual business communications such as logos, flyers, postcards & other image setting marketing pieces.”

• “We're marketing consultants that magically make your business grow!”

Never assume that someone knows or understands what you do because they’ve met you before.

Be consistent with what you do.

Avoid saying things like: 

•  “I wear several hats.” (We all do, but you have to make it easy for someone to understand what you do in a few moments. This type of statement confuses people.)

• “My company does lots of things.”

• “It’s hard to explain what we do.” (If you can’t explain it, how is someone supposed to know what they can buy from you?) Now that you’ve gotten their attention & explained WHAT you do, you should also include WHO you do it for. WHO YOU DO IT FOR

Explain very simply who you're talking/marketing to

• Identify your “perfect client.” It'll increase the number of “appropriate” people you have responding to your networking efforts because they’ll know to whom you're addressing.

Who is your “target audience?”

Who buys your product or service?

• Small businesses

• Corporations

• Women/Men

• High income/Low income

• Business professionals

• Etc. 
  

Examples:

• “We specialize in web development for companies under 100 employees.”

• “We have programs to specifically help Seniors get their balance back & stay agile as they grow older.”

• “We use meditation techniques to help golfers stay focused & take strokes off their game.” 

Is this group your direct target or is it people they may know? If it’s the people they know, then say that.

For example, if you're a pharmaceutical salesperson & are at a meeting of physicians, the doctors themselves wouldn’t be your target audience, but their patients are. “Our new Sneeznomore pill will help millions of people - people like your patients - control their allergies.”

Give a “call-to-action” (a simple reason for people to talk to you later)

“See me after the meeting to schedule your 20-minute complimentary coaching session.”

“Be sure to give me your business card to receive our quarterly newsletter full of marketing & communications ideas for your business.

“Get 15% off our new book Marketing Your Small or Growing Business on a Shoestring Budget if you buy it at today’s meeting.”

“If you help us place an ‘Executive Business Program’ at one of our Dominican Republic locations, you're entitled to an all expenses paid trip for 2 to our resort.” (SIGN ME UP!) HOW TO SAY IT

Position

Stand to gain control & respect 

Move to a spot so that no one (or nearly no one) is staring at your back. 

Use “open” gestures (wide open arms, not folded across chest) 

Smile 

MAKE EYE CONTACT 

Voice 

Speak loud enough for all to hear (especially when there's noise from the kitchen or restaurant)

Speak slowly (especially when giving company name & “call-to-action”) 

Sound passionate about what you're talking about. If you aren’t excited by what you do, why would anyone else be interested in working with you?

TRICKS TO STAND OUT & BE REMEMBERED

Use memory tricks so people remember name.

Similes: “My name is Mardi Maraschino – like the cherry.” (from Grease movie)

Acronyms: “We are BABB Insurance Co. BABB stands for ‘Biggest And Best Brokers.’”

Monikers: “I’m a professional business humorist, better known as ‘Mr. Business-Lite.’” 

Professionalism – do you reflect the type of client you want to attract?

Attire 

Colors – wear unusual or noticeable colors – especially colors which reflect your company colors. (Like ORANGE for example. Since orange is one of my company colors, I use it in all my marketing materials & am sure to always have the color around me. During the colder months I wore a brilliant burnt orange scarf. Now I carry a wonderful burnt orange purse. I also have orange earrings & several orange blouses. Not a meeting goes by where someone doesn't mention one of my orange items.)

Accessories – wear unusual or noticeable accessories such as a dramatic hat, a beautiful lapel pin, a wild tie, a wonderful flower in your lapel, a fabulous scarf, crazy earrings, or an outstanding handbag.

Try to be consistent with your wild accessory so it gets remembered. I encouraged Megan to more clearly explain what she did during her 60 second commercial. She started off by saying,

“Someone here told me that they didn’t know what I do & that I should explain it better. I match up computer programmers & other “techies” with employers who are looking to hire technologically savvy people.

Most of you wouldn’t fit into the type of person I’m looking for, but you may know a family member, friend, or client who is a “techie” or is looking to hire one. My cards are on the display table in the back. Please take one & contact me or forward my name to anyone who fits the description of the people I'm looking for.”

People began nodding their heads as if to say, “Oh! THAT’s what you do!” Megan left the meeting with several leads that day. Now that you know what to say, how to say it, who to say it to & how to get remembered at networking meetings, you should be able to close the gap on your next networking sale.

Communication Keys for Success - By Jeffrey W. Drake, Ph.D.

Whether you're a manager, supervisor, or frontline employee, there are always opportunities to improve communication. Often, communication problems occur when people don’t pay attention to the basics.

Here are 5 keys to better communication.

Focus on the Situation or Behavior
When communicating, focus on the situation or the behavior occurring, not the person. This allows you to better communicate with the other person, rather than to seemingly pick on them. People tend to be more open to discussing the situation they're in or their behavior. When it gets personal, there is less willingness to change.

Focus on the Positive
Focus on the positive aspects of the other person to build the other person’s self-esteem. By looking at something positive about the other person, you can better deal with areas needed for improvement.

Look for "Win-Win" Opportunities
Look for opportunities where both you & the other person benefit - "win-win" situations where both of you can develop. In today’s rapidly changing world, managers, supervisors & frontline employees can always learn from each other.

Strive for Open Communication
Strive for open & direct communication with others. A manager or supervisor can speak in a direct & clear manner & still show respect for the other person. Clear expectations provide direction for a job well done.

Share Information
Share appropriate information with others. Organizations are realizing that they are all on the same team. Better sharing of information means that managers, supervisors & frontline employees are better informed & can provide improved customer service.

Learn 5 Strategies to Communicate Like a Pro - By Donna Arnett, M.S.C., CCC

© Copyright, 2003 Donna Arnett. Permission granted to reproduce this article, providing you use the article in its entirety, including the author’s information, all links and references within.

The power of successful communication is unlimited.
In today's business world, what you say, how you say it & how others hear it can make or break your career. Words alone are cheap. Being a great communicator in today's business environment takes knowing how to get your point across quickly, effectively & with impact.

Communicating with success encompasses a wide array of skills & strategies. Power comes from clear concise communication that inspires & motivates others. The art of communication involves not only the words you say; it involves the sound of your voice, body language, eye communication & passion. Getting really good at this set of skills can be your fastest way to the top.

Communicating with power...
Let's take Bill Gates of Microsoft. Microsoft has faced many tough business & legal challenges recently. The economic environment has been relatively dismal as substantiated by Alan Greenspan. Yet, Bill Gates has been able to keep his company profitable.

How has Bill done this?
Among others talents, Bill is considered to be an excellent communicator within his company, in the public spotlight & in front of the legal & political community. Communication is the most powerful way to lead people thru tough times, to face challenges & changes as well as to build respect for yourself & your company.

Do you think Bill broke from the gate with these well-honed communication skills? Probably not.

The Myth of "the natural communicator"...
Yes, some people may appear to be "natural communicators". These people are often seen as naturally having the ability to

Effective Communication/Networking - By Janice Smallwood-McKenzie

Networking & A Personal Touch
(“What I Do ‘Is Not’ Who I Am”)


Ah, the personal touch that continues to make a big difference, for the better in our lives and the lives of those, who have an opportunity to experience a personal touch from us.

If networking and effective communication are centered on other people, can we effectively network or communicate without the help of other people?

For the sake of argument, let us define networking as: finding out what another individual wants or needs and then fulfilling the want or need of the other person.
People want to know that their existence makes a difference.

The term often used ‘dissed’ meaning an individual feels disrespected by another might seem petty to us but it is usually very real to the individual complaining.

An example, my friend Bill a Plummer who is financially set for many years to come doesn’t always get properly acknowledged. We all realize that there is nothing we can do without the help of other people. Yet, in Bill’s profession he is not always highly respected. This is because society has taught us to value the title of the individual and not the individual.

Let us take responsibility for going back to the basics and simply treating people like we ourselves would like to be treated. We will never know who can help us until that time comes.

Really, it doesn’t take much imagination for us to think of ways a Plummer can make us look good or bad and we know bad can be real ugly when it comes to our toilet and stopped up kitchen sink. All of a sudden Bill is Mr. Bill, sir.

Bill may not remember what you said to him, what you did to him, but Bill will remember how you made him feel. If you didn’t know that Bill Gates was Bill Gates of Microsoft, how would you treat Bill? Bill the Plummer today could easily be Bill the owner of a multi-billion dollar enterprise tomorrow! By the way, where is Bill? I think Bill was president of the United States for a while… he sure made people feel good. My guess, he’ll always have a position or venture of choice!


Janice Smallwood-McKenzie
The Networking Coach
Author, “The 101 Commandment of Networking:
Common Sense But Not Common Practice”

www.Amazon.com/exec/obidos/asin/1585004448
www.1stbooks.com/bookview/2513

Ms. Smallwood-McKenzie is a Networking Coach and Speaker based in Los Angeles.
She has been featured in the Los Angeles Times, Los Angeles Sentinel, and Black Enterprise Magazine and other publications. Her book can be found at Barnes and Noble, Borders, Walden Books. Also, the book is on-line at Walmart.com, Barnes and Noble, Borders.com and Amazon.com.

Communicating Effectively in the Workplace - By Azriel Winnett

Ineffective communication is a major, yet avoidable, obstacle to business productivity. And yes, it can be avoided. Given the will, the bleakest of situations can be turned around for the better.

Management must face squarely the challenge of formulating strategies to encourage personnel to communicate effectively.

On the other hand, managers themselves have to set the example. They need to realize that successful communication is no one-way process.

On the contrary, repricocity is the essence of communication. This applies whether the process is conducted verbally or through the medium of the written word.

Managers are human beings involved with other human beings. They are far more than givers of information or instructions. Communication is as much a matter of human relationships as it as about transmitting facts.

To communicate successfully managers and supervisors have to understand the other person, and have to work hard to get the other person to understand them.

Before we go further, consider these two versions of an imaginary conversation between the CEO of a small company and his work supervisor. They will give us some insight into the pitfalls, and help us to avoid them.

FIRST SCENARIO
The CEO, Mr Richardson, pages Mr Smith, the work supervisor, to come to his office. When Mr Smith walks in a minute or two later, the CEO is busy with what appears to be an unexpected but very important telephone conversation. In due course, he replaces the receiver, but his mind, clearly, is still very much on what he had just heard.

"Hi Mr Smith. Please sit down. This is why I called you: at the moment, we have an official lunch break lasting one hour. As from the first of next month, I want to reduce this lunch break to 30 minutes only, and bring the afternoon quitting time forward by a half-hour. No doubt, the staff will appreciate the opportunity to get home earlier. Will you please inform everyone concerned? Thanks for your time."

Mr Richardson begins to examine some papers on his desk and waves with his hand to indicate that he has nothing further to tell the supervisor.

The supervisor, in turn, opens his mouth as if starting to say something, but thinks better of it and all he utters is a weak "OK, Mr Richardson."

Mr Smith exits.

SECOND SCENARIO
The CEO calls his supervisor into his office. He is on the telephone when Mr Smith arrives.

"Good morning Mr Smith" he whispers courteously, after excusing himself momentarily to the person on the line. "Take a seat, won't you? I shouldn't be long."

"Thanks for your patience," the CEO adds after putting down the phone a couple of minutes later. "That was our landlord. He dropped quite a bombshell. They have sold this building, which means we will have to be out of here in a few months. Oh, well. Maybe it's a blessing in disguise; we're rather cramped in these premises, aren't we?"

"Yes, Mr Richardson - but I hope we find another place in time."

"Hopefully, everything will work out. How are things by you? I hope no one is aggravating you too much. Now, this is why I called you: two or three people have come to me with the suggestion that we shorten the lunch break, so that everyone can knock off earlier. What do you think?"

"Well, personally I'd welcome the change, and I know that some of the office people would think the same way. On the other hand, many of our workers do a lot of shopping during the lunch hour at the big mall over the road. They might need a full hour for this, and after work might not be so convenient... Maybe I should canvass everybody and come back to you with a consensus.. We're pretty busy right now...Can I attend to it next week and come back to you?"

"Excellent. I know there's a lot of pressure now. Keep me in touch and let me know how I can ease matters...Oh, I almost forgot - Kate told me yesterday that your daughter has decided to tie the marital bond. Hearty congratulations! Who's the lucky guy?"

"Thanks. His name's Jeff Black. I think you play golf with his father."

"Sure do. A lovely family. My warmest wishes to them both..."

**********

Doubtlessly, you feel that the Mr Richardson of Scenario One has quite a lot to learn.

Firstly, he has declined - to his peril - to give his full attention to the task at hand. Secondly, he is probably still under the subconscious influence of an educational system that expects the teacher or lecturer to pronounce, and expects the unfortunate students to listen or take notes. Now that he is in a management position, he has instinctively assumed the role of a teacher who knows just about everything, and expects others to passively imbibe his knowledge.

The vital four steps in effective communication might well help people like this Mr Richardson to correct this distorted view of the communication process. Some call them the four A's of communication. We can only discuss them very briefly here, although each of these four is worth an essay on its own.

ATTENTION

Winning the attention of the person with whom we wish to communicate, is an obvious first step. In order to achieve this goal, we must first try to eliminate - as far as is humanly possible - what experts in this field call "noise". This includes everything that distracts, be it noise in the literal sense, physical or emotional discomfort, personal problems, negative attitudes, or distracting mannerisms or dress.

Respect for the other person is an important prerequisite for attention getting. The human greeting, or inquiry about the other person's health or personal circumstances, is an effective catalyst in this process. To be sure, if such introductions are false or stereotyped they might serve little purpose. Real empathy on the other hand, all the more so in downward communication from superior to subordinate, leads quickly to the second step in the process.

APPREHENSION

Although this word usually carries the connotation of "fear", its primary meaning is "understanding". We have preferred the term "apprehension" here primarily to retain the mnemonic of "four A's" Its two meanings, however, are related; they are two sides of one coin. The task of the communicator is to change the aspect of "fear" into that of "understanding".

Achieving apprehension is a critical part of the communication process, but it is a very subtle one also. Managers sometimes defend their inability to communicate by asking, "Do you understand?" This is usually an unfair question, and even the somewhat improved "What do you understand?" is often perceived as a threat.

On the other hand, if there is the right relationship between the transmitter and the receiver of a message, indirect ways of establishing the degree of understanding will present themselves. As Version Two above illustrates, encouraging a free flow of input from the receiver is the best way of ensuring that understanding has been achieved.

ASSIMILATION

As crucial as is the function of apprehension (in its positive sense as we defined it,) it is not enough. Often, a person has understood a message perfectly, but he or she has not accepted it. Alternatively, it is accepted in a half-hearted manner, without any conviction. Communication is still incomplete if he has not assimilated the information into his own being.

The initiator has achieved an ideal result if the recipient has assimilated the message to the extent that he becomes one with the sender, as it were. Assimilation of a concept presented by management, or by another worker, goes a long way towards ensuring active participation, and harmonious cooperation, in the workplace.

ACTION

This is the final step in our communication process. It is that ingredient which propels abstract or theoretical knowledge into the world of reality. So often a good idea in business (no less than in other spheres) meets with facile acceptance or agreement, but is not translated into action.

If assimilation has indeed taken place, action on the part of the receiver should follow inevitably. But what we have said about the two-sided nature of communication applies here as well. The originator of the message must play his part, too, with abundant support and encouragement.

Clearing a Path for Communication - By Lea Brandenburg, Communication Coach

Communication fulfills a primary human need: the need to connect with other humans. In prisons, solitary confinement is used as a form of punishment because it deprives inmates of the opportunity to meet this basic need. It is considered a hardship, because by nature humans are social beings and must have a connection to other humans.

In order to satisfy this fundamental need, it is important to clear a path during the communication process. The first thing is to recognize that communication is a two-way process. It is an activity, not a one-time event. Communication is not complete until the listener has heard you, understood you and responded to you. True communication is never a monologue; it is always dialogue where the listener's role is as central to the process as the role of the speaker.

Here are a few suggestions to help you clear a path as you communicate:

Create a space for communication to occur. As a speaker, become aware of what your barriers and filters are. We all have opinions, personal history, expectations and ideas. Learn how these affect you when you speak with others. As a listener, identify your red flag words, triggers and hot button topics. Being aware of them will help you avoid distorting the speaker's message, becoming defensive or shutting down as he or she speaks.

Shift your focus to the other person as you converse. Place your emphasis on trying to understand, rather than be understood. People can (and will) have other ideas, thoughts and feelings. Don't try to convert them to your way. Let go of pushing to prove yourself right. Ask yourself is being right more important than authentic communication?

Be responsible for yourself and the situation. Make a commitment to speak authentically and make the effort to listen and understand what's being said. Ask for feedback. Try asking: "What do you hear me saying?" As a listener, try asking: "Have I understood you correctly? Will you correct me if I don't really get what you've said?" Listen and then reflect back what you've heard.

Make sure your actions and words match. Communication happens both verbally and non-verbally. Your body and face speak volumes. Does your facial expression support the words? Does your vocal tone and inflexions match the words you are saying? Do your movements support the message or are they in conflict with the message you are giving? Be aware and coordinate your verbal and non-verbal messages. When they match, the listener perceives you to be genuine because you are sending one message, not two.

Accept that conflict is part of being in relationship to others. Agree that when conflict develops it will be addressed. Don't settle for false harmony. False harmony occurs when two people pretend a conflict doesn't exist and will go to any length to avoid it. Commit to paying attention to it and to resolving it in a mutually beneficial way. Conflict is part of life, acknowledge it, expect it, anticipate it and develop ways to move through it. Albert Einstein summed it up beautifully: "In the middle of difficulty lies opportunity." Be willing to take risks and participate in the dance of communication.

Clearing a path, just like communication itself, is a process. You can start the process by making these simple adjustments.

Over 400 years ago John Donne, an English poet, wrote: No man is an island, entire of itself; Everyman is a piece of the continent. Communication is the bridge between our individual islands. It is the glue that brings us together. So, clear a path for yourself.

Do You Make These Common Mistakes When Talking to People? - By Peter Murphy

Many Moons ago. Talking to people was something I avoided where possible.

At the time, I didn'ot know I was unconsciously setting myself up for failure. I kept making the same mistakes without even noticing what I was doing wrong.

You may be doing the same thing.

Here are 3 common mistakes together with tips on how to deal with them:

1. Judging Your performance Against Unrealistic Standards

Be honest with yourself.

Accept that where you are now in terms of your communication skills is only your starting point - not your finishing point.

And assess your performance & your progress against your typical level of effectiveness. Not against some desired state of perfection or ultimate goal.

Goals are very important as a destination to aim for but don't use long term goals as a standard to judge your current performance against - that's a recipe for disillusionment & massive frustration.

I know. Because I tried it!

2. The Failure To Learn Each Day

As people we can be lazy. This means that a lack of follow thru on our goals can go unnoticed. After all we can always catch up some other day.

This attitude will kill your dreams faster than you can spell failure.

When I started to make massive improvements in how I related to people I dedicated myself to becoming excellent.

Once I had proven strategies the rest was easy. I just applied the material each day. I improved each day because I made it a priority & because I committed to applying the material.

Now...

I also know people who learned the same peak performance strategies I learned. Today they are no farther ahead than they were years ago.

How did they pull that off?

By putting it off until another day & by neglecting to use what they had learned. Implementation is crucial.

Use what I send you in this newsletter. Revisit my book & make a point of using at least one lesson each day. Notice I said USE the material not Read it!

If you do this your progress is a certainty.

3. Attempting To Be Original

Many years ago I put myself under huge pressure by expecting myself to be original with each person I met.

This is a sure-fire strategy for failure & a great way to get stressed out for no reason.

Guess what I later discovered?

There's no need to be original. You can have the same conversation all day long with different people & nobody will suspect a thing!

People are happy to talk about mundane topics because there's no effort involved.

I've lived or worked in several countries including Ireland, England, Germany, Holland, Spain & the U.S.

And everywhere I've been people are happy to talk all day about:

- the weather
- their children
- the new movie
- the family pet
- the boss
- the traffic

You get the idea!