Normally I don’t sell from the stage when I speak. At least not for the last 15 years.
I just about always collect contact data to begin a relationship.
I always take the time to visit with anyone interested in learning more.
A salute to product.
As a result of a consulting contract an event manager has asked me to speak at three of his events later this year. He specifically wants me to sell 30-Second Marketing TM from the stage because it supports and adds to the planned experience of the program.
You missed one thing
My report said that overall the 2-day event had been well done and provided some unexpected presenters and subjects. “But,” I said, “You missed one thing. The people that attend these entrepreneurial events come in two varieties:
- Men and women completely new to start-ups
- Experienced entrepreneurs trying to avoid further failures
Both of those groups need one thing that they generally don’t get in on-line or in-person events.”
They need a brand but no one tells them how to build one.
I said, “Your program talked about all the social media needed to get to a mass market brand. It was excellent in that regard but provided no solid method to develop the words that would set an individual apart. Brands are built one contact at a time. One gem of a contact plus another and another until you have a string of them. Like a string of pearls. You have to be memorable to one person before you can be remembered in the same way by a crowd.
From Nobody to Somebody
Three seconds is all you’ve got to go from Nobody to Somebody. That’s true in person or on line. How you answer the question, “What do you do?” will make you stand out from the crowd or continue in oblivion.
A Memorable Hook is just the beginning
You can get to Trust, build a brand and generate referrals in 10 seconds if you have the right words.
The right words
You think through the conversation before it happens so you can find the right words.
You don’t have to come up with something on the fly.
You can truly connect with people by using the right words.
- The right words… Can make you memorable in a heartbeat.
- The right words…can generate trust as you introduce yourself
- The right words…allow people to sort themselves into prospect or referral sources
- The right words…can establish a brand in the time it takes to speak them
Moving from Vision to Product
Most entrepreneurs have the ability to have others connect with their vision. They start with family and friends and expand to other funding resources but then comes the time to sell their product or service in order to be successful and they are stymied.
They have to stop selling the vision and start selling the product or service. Then they have to expand that market or get faster repeat.
The right words make the difference.
The formula is all about the words. It always includes a Hook, a Hold, a Pitch and a Close.
The Hook changes your generic title to something Memorable in the vernacular that inextricably includes your name.
The Hold must be presented in the prospect’s words with full understanding of their fears, ambitions, concerns and perceived risks.
The Pitch must be definitive in how your process or ability or approach delivers that is not available elsewhere while giving them an easy way to explain it to someone else they believe it will fit.
The Close is more about taking an order when they are ready to buy than selling. Yes, give them concrete examples of what you’ve done for others. Talk about outcomes you’ve delivered.
Then there is the guarantee.
If you operate in the English Language and fully participate in an in person or on-line 30-Second MarketingTM Workshop and can’t develop words that work based on your fellow student’s viewpoint, I will give you three hours of my personal assistance, If, after that your fellow students still say it is a lost cause you get your money back. No ifs, ands or buts.
And so it goes
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.
His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing and Brand development advice that builds businesses, brands and lives of joy.