One of the things I’ve learned while out networking is that there are very few truly unique businesses. Due to increased competition many products and services have become commodities. What I mean is that quite a few people sell them, they’re common. Even the stuff that I do is no different.
So when I hear people do their 60 second elevator speech at a networking event I often hear myself think “tell me why I should be interested”.
Marketing gurus used to say that you need to work on your USP, your ‘Unique Selling Proposition’. But if you’re an accountant it’s going to be very hard to show that you’re much different to the other 4 accountants in the room. You’re not unique and you’ll struggle to develop a USP.
So what can be done about this? How can you set yourself apart from the competition at a networking event? How will you, during your 60 seconds, make your mark?
The answer is really simple (note I didn’t say ‘easy’): during your elevator speech you should Tell me what makes you interesting or why it would be an advantage to do business with you.
Have you or your business achieved some great results for your clients? Have you won awards for your outstanding customer service? Do you have a niche that is grossly under-served by the majority of your competitors? What can you shout about that your competitors can’t?
Simple but not easy. So I suggest you spend some time thinking about this.
Your business might not be unique but with a bit of thought you should be able to come up with a handful of reasons why it might be worth my while doing business with you.
But please, do us all a favour, when you spout out your elevator speech try to avoid giving us a list of things you can do. If you do that then most of the people in the room will switch off within seconds.