When was the last time you were at a networking event, or a business lunch, a seminar or an exhibition? It's inevitable that someone will have asked you - "And what do you do?" The question is; how did you answer?
Perhaps you said - "I'm in the printing business." Or "I'm the sales manager for a software company." Or "I'm a Biodiversity Action Plan Co-ordinator." (I saw this job advertised in the local paper, and haven't a clue what it means!)
If you're saying anything similar to this, then I want you to stop forthwith! It's boring, it stops the conversation dead in its tracks, and it does nothing to help your business.
You need a 'Sloggo' - an 'Elevator Speech' - 'A Sixteen Second Sizzler!' Call it what you will, but it needs to be a brief description of what you do, and who you do it for.
There must be a benefit
It needs to be a benefit statement that offers value to your customer or client. It needs to be short and punchy (10-20 seconds) and encourage the other person to say - "Tell me more!"
You can have different Sloggos depending on whom you're speaking to. It's also something you would say when you call a prospective customer on the phone or leave a voice message. It should be on your outgoing voice mail messages, business cards, brochures, letterheads, website and email signature.
And just in case you haven't worked it out yet; Sloggo is a combination of Slogan and Logo. It is not to be confused with Sloggi, the underwear people, unless your Sloggo turns out to be 'pants!'
Practise, practise
Write out your Sloggo and practise until you're comfortable with it, and it becomes part of you. It's also important not to be glib or smart and it needs to come across with enthusiasm and energy. Try to associate what you do with good feelings, and appeal to the emotions.
However; once you have gained the other person's interest, your goal is to find out about them and what their needs are. Only then can you 'tailor' what you say to suit the other person. Remember; they are not interested in all the wonderful things you do, they are only interested in 'what's in it for them.'
Examples
I like the interior decorator who says - "We are in the three bares business; we deal with bare walls, bare floors and bare ceilings!"
Or the insurance broker who says - "I buy insurance!" and when questioned he replies with - "I buy the best insurance to meet the needs of my clients"
And of course mine is - "I help clients motivate their customers, motivate their staff and motivate themselves!"
I'm sure you can do a lot better than that; so go to it!
Alan Fairweather, 'The Motivation Doctor,' is an International Speaker, Best Selling Author and Sales Growth Expert. For the past seventeen years, he's been developing the talents of Managers, Sales and Customer Service people, and turning them into consistent top performers.Perhaps you said - "I'm in the printing business." Or "I'm the sales manager for a software company." Or "I'm a Biodiversity Action Plan Co-ordinator." (I saw this job advertised in the local paper, and haven't a clue what it means!)
If you're saying anything similar to this, then I want you to stop forthwith! It's boring, it stops the conversation dead in its tracks, and it does nothing to help your business.
You need a 'Sloggo' - an 'Elevator Speech' - 'A Sixteen Second Sizzler!' Call it what you will, but it needs to be a brief description of what you do, and who you do it for.
There must be a benefit
It needs to be a benefit statement that offers value to your customer or client. It needs to be short and punchy (10-20 seconds) and encourage the other person to say - "Tell me more!"
You can have different Sloggos depending on whom you're speaking to. It's also something you would say when you call a prospective customer on the phone or leave a voice message. It should be on your outgoing voice mail messages, business cards, brochures, letterheads, website and email signature.
And just in case you haven't worked it out yet; Sloggo is a combination of Slogan and Logo. It is not to be confused with Sloggi, the underwear people, unless your Sloggo turns out to be 'pants!'
Practise, practise
Write out your Sloggo and practise until you're comfortable with it, and it becomes part of you. It's also important not to be glib or smart and it needs to come across with enthusiasm and energy. Try to associate what you do with good feelings, and appeal to the emotions.
However; once you have gained the other person's interest, your goal is to find out about them and what their needs are. Only then can you 'tailor' what you say to suit the other person. Remember; they are not interested in all the wonderful things you do, they are only interested in 'what's in it for them.'
Examples
I like the interior decorator who says - "We are in the three bares business; we deal with bare walls, bare floors and bare ceilings!"
Or the insurance broker who says - "I buy insurance!" and when questioned he replies with - "I buy the best insurance to meet the needs of my clients"
And of course mine is - "I help clients motivate their customers, motivate their staff and motivate themselves!"
I'm sure you can do a lot better than that; so go to it!
He is the author of two books:
'How to be a Motivational Manager' A down-to-earth guide for managers and team leaders.
'How to Manage Difficult People' Proven strategies for dealing with challenging behaviour at work.
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