Southwestern Sales Talk
Whether you are prospecting for new business or looking for work, a networking event is a great way to establish new contacts. As you recall in our last exciting episode, I had waded into a networking function, sponsored by the Nashville Chamber. As a representative of The Southwestern Company, I was ready: I had business cards, dry palms, a nice suit on, and fresh breath, compliments of Orbit gum.
When you meet and greet, the question is inevitable. ”And what do you do?” Here are some possible answers:
“Uh, I’m in sales.” (A fascinating opener–they yawn.)
“I’m a recruiter with ______ company….” (Wait for them to shout–”Oh my gosh! Let’s do business!”)
“I’m glad you asked!” (Then ramble for 10 minutes.)
Not exactly descriptive or gripping.
So, after having attended a great workshop with Cindy Hazen, of Sales-Executives, I discovered a better way. Here is her formula. First, create your defining statement. Position yourself by concept, not titles/services/products. Think about the following questions:
- What is unique about my services or product?
- Why should anyone do business with me?
- 3-5 words long with not more than one “and”
- Try words like “work with” and “want”
So take this, and build a short “elevator speech” introduction, emphasizing your benefit–not what you do, but what they get…
- What you do: “I am a real estate agent.” Try: “I help my clients find & live in their dream home.”
- What you do: “I am an executive recruiter.” Try: “I work with companies who struggle with hiring the right performance-oriented employees.”
- What you do: “I work at Southwestern.” Try: “I help college students develop the skills and character they need to achieve their goals in life.”
These new, improved responses really juice your first impressions. Make it interesting and establish the benefit of what you do in the first sentence. Then you can further describe exactly what you do and how you do it as you talk.
So, next time you’re at a job fair, a networking event, or just a large party, give this a try. You may even have people interested in what you have to say! I welcome your comments/stories/questions.
Great advice Lee! This is a nice approach to engage professionals and help them take a genuine interest in what you do. What an excellent skill that we can use throughout our careers at any social function!
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Lee McCroskey Reply:
March 31st, 2010 at 9:30 am
This sure beats, “I’m a recruiter with Southwestern.” “Ah, the airlines.” This conversation gets old.
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Lee,
I’m a Kansas sherpa, guiding homeowners through the rough terrain finding & selling a home in Kansas (and Missouri).
How’s that?
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Lee McCroskey Reply:
April 5th, 2010 at 9:29 am
Nice, Andrew! That should get some attention at your next cocktail party! Good to hear from you.
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Haha to Lee’s reply on his post. I can totally visualize that conversation and the expression people usually have when they say “Ohh, like the airline?” Haha, I sometimes have to hold in a sigh before I respond or just smile at them while I’m thinking to myself, “should I give them the simple easy-to-understand version or go really into it??”
I really like what you’ve shared here. It’s such a simple change that we can make when we do have to introduce ourselves AND want to make a good impression (not just the norm).
Awesome =) thanks for the advice
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Lee McCroskey Reply:
April 1st, 2010 at 2:43 pm
Thanks for the comment, Helen. It is a different way to distinguish what you do a bit from everyone else.
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Very helpful!
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Great advice! Thanks for sharing.
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I like it! Question though: what about those of us who have a variety of skills and/or are ‘on the job market’? should we describe what it is that we are capable of doing? or what we would LIKE to be doing? or what? Anything to avoid mentioning that I’m ‘looking’ or ‘on the market’, etc.
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Lee McCroskey Reply:
April 8th, 2010 at 4:41 pm
Vicki! Great question. There are enough people “between jobs” that there is no stigma to mentioning this. I would refer you to Sales-Executives.com, as they are the true experts in this arena. My advice is to be upfront.
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Lee,
This is great advice! It’s even great to apply to the college setting; I hate telling relatives that I’m economics major only to have them ask what drew me to business. (Economics is a social science, not a business degree!)
Also, even when talking to friends about what I do during the summer, it can be difficult to find the right way to explain it without going into way too many details (and an invitation to an info session without a little bit of background has never worked too well for me…). So this is definitely good advice.
Thanks!
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haley price Reply:
April 13th, 2010 at 9:17 pm
Really dig this advice Lee – it’s applicable to everyone! Not only does it help others understand what we do, but it helps us FEEL better about what we do and the value we create.
well said.
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