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Speak Softly and Leave the Stick at Home

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“Before I speak, I have something important to say.” ~~Groucho Marx

Presenting your product or service to one person at a time is valuable and rewarding. Presenting the same information to a crowd is that much more significant. However, people don’t line up (generally) to hear your sales pitch. They are tuned to the “What’s in it for me?” frequency. Therefore, you should consider what you have to offer as a subject matter expert adding value to them.

Successful speakers talk more about Benefits than Features. There are many areas of interest in your profession if you look for them. A Realtor might talk about the current market conditions, what home improvements increase the value of a property, how to downsize effectively, and so on. A web developer might talk about being found on the Internet or using video on your website. There are as many valuable topics as features and you can craft each one from the benefits side of the equation.

Once you find a topic and develop an interesting presentation then you can seek out audiences. The topic itself helps identify these groups. You might consider employees, stay at home moms, independent insurance agents, baseball coaches, etc. Again, this is a wide-range of potential people. Many of these groups have regular get-togethers and are often looking for value-added speakers.

Once you find the target groups then you simply need an introduction. Here is where you can employ your network. I advise writing a short introductory letter and including some testimonials from others. One page is plenty.

Finally, look into your network of contacts and find out who can introduce you. Ask if they will deliver your introductory letter.

Once you secure an engagement, invite other decision-makers to attend and continue the cycle. Your profile will rise and your calendar will fill up.

Your action this week is to follow the recipe above. That is:

  • Define your topic(s) from a benefits perspective
  • Craft a short presentation on the topic. This should be custom-fit from fifteen minutes to one hour.
  • Determine your audience.
  • Craft an introductory letter.
  • Find contact points, people you know who can deliver your introduction effectively.
  • Rinse-lather-and repeat.

© 2017 by Stephen Hand of Triangle BNI.
All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of Stephen Hand of Triangle BNI.

 

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Written by bniguy

August 20, 2017 at 5:37 am

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