I see so many professionals who try to tell everything they do in 30 seconds or less when talking about their business with potential referral sources. It goes by so quickly that the listeners miss most of it; many of them tune out after the first few items on the list. They are giving out lots of information without explanation and saying it way too fast. It’s like they are trying to get others to drink from a firehose and expecting them to absorb all of it. When you say too much, they hear nothing.
I encourage you to focus on one thing at a time from your areas of expertise. Remember, you are not marketing to your referral partners. Rather, you are training them on who and what is a good referral for you and your business. Your networking team is there to keep an eye out for your potential clients. When you “target talk”, that is, you explain exactly what type of customer you are looking for, the result will be better and more qualified referrals.
Specific is Terrific with LCDs
If you can break the description about your business down to its smallest components – very specific aspects about each of your products and services – and then focus on just one aspect of your business during your networking presentations, it works much better than providing a long laundry list of things you do or using a vague and meaningless term like “full-service.”
I call these your LCDs – Lowest Common Denominators. By using the LCDs when talking about your business, you will find that you become much more effective in training your referral partners. They will learn more about each thing you do and be able to recognize when they are in front of someone who really does need your services.
For instance, a residential real estate professional might give different presentations about first-time home buyers, townhomes, single-family-homes, investment properties, downsizing for empty-nesters, buying a larger home for a growing family, and so forth.
This skill set is especially productive when you are meeting weekly with a strong contact network such as BNI®. The difference between trying to say it all each week and focusing on one aspect of your business each week is huge! The impact that this will have on your referral sources is significant. As you discuss each LCD, share an example with a client story, things you can show and tell that will cement this part of your business in your referral sources’ minds.
When it comes to telling people about what you do, the deeper you go into the specifics the greater your success will be. Specific really is terrific – talk about ONE product or ONE service that you offer, and the benefit that it provides to the customer.
One of the Best Presentations I’ve Ever Seen
Many years ago, I visited a BNI chapter meeting where I witnessed one of the best presentations I’ve ever heard at a weekly networking meeting. The member who gave it was a florist who focused on the details of a single rose. Watch the video to hear the story of what the florist did and said that made his presentation so successful. You will learn why specificity is key in talking about exactly what it is that you do.
If you struggle to come up with talking points about your business at your weekly networking meetings, watch this video for ideas. I offer a simple strategy for pre-planning your presentation topics for an entire year. You will never again have to “wing it” for your presentations because of uncertainty in how to describe what you do.
Remember, focus on ONE aspect of your business at networking meetings to give your referral partners a clear understanding of how you can help the people that they know. Avoid saying too much if you want to be heard and remembered.
I’d love to hear how LCDs and specific presentations have worked for you. Please share your thoughts in the comments below. Thanks!