Networking at it's Best!
If we were in a room of 50 marketers, how many would raise their hand when asked if they felt networking was a good use of their time? My guesstimate would be less than half, and you want to know why? Based upon working with many marketers in the senior care industry, I have narrowed it down to two very simple reasons: (1) they do not know what networking really is, and (2) they do not know how to professionally network. I mean, let’s face it…they don’t teach Networking 101 in college! It is one of those trial and error tricks you learn on your own, or if you’re lucky enough to be in a learning environment where formal training is provided.
Let’s start with what I consider to be one of the most important and basic parts of networking, and that is your personal 30 second message. This is often identified as an elevator speech, or verbal business card.
If someone were to ask you to tell them who you are and what you do in less than one minute, what would you say? This is the definition of a 30 second message. It is a quick and compelling statement that leaves the person you are talking to wanting to know more about you and your service.
Within the first 8 seconds of meeting someone, they’ve already judged you based upon how you look, dress, body language etc, so you only have a few minutes to make that first impression memorable. Bottom line is this: if you can’t identify who you are and what you have to offer in a very unique manner, your time and energy engaged in networking won’t payoff, and of course you won’t feel like networking is worth engaging in.
Consider this: according to Ann Convery, M.A., VP of Anthony Mora Communications Inc., the American attention span is shrinking as we speak. We are bombarded with over 80,000 messages, and up to 500 requests for our attention a day. Most of us are mentally tuned in to our favorite channel — WIIFM —What’s In It For Me? We don’t listen so much as scan for useful bits of information.
Our attention span drifts in and out of the conversation about every seven seconds, which is a normal process. Furthermore, we are all wary of being sold. That’s why you need a subliminal smart bomb of a message. Your information needs to contain an emotional trigger that will go under the intellectual radar of your listener. If your message contains emotion, it will trigger a different part of the brain, the limbic system, create a different type of memory, and stay there longer. That’s how you stay top-of-mind in your prospective listener. Emotion sells.
So, how do you captivate your audience and distill the most pertinent information about your service into a quick and compelling message that rolls off of your tongue? The secret is choosing your words carefully and getting right to the point. Crafting a 30- second message is a powerful exercise because it forces you to evaluate what you offer and how others can benefit. Writing it down and rehearsing it makes the spiel yours.
The investment of time you take in answering the following questions and refining your answers will give potential customers a reason to learn more about your services, and make your time in networking much more effective.
Question 1: Who am I?
Answer: Hi, my name is… and I am with…
Question 2: Who do I help?
Answer: I help seniors… to live independently in their home.
Question 3: What problem do I solve?
Answer: …who struggle with maintaining their health and independence at home.
Question 4: How am I different?
Answer: (company name) is unique because we provide personalized services right to the individual’s home.
Question 5: What is the benefit of this?
Answer: Because of individualized approach, people are able to live in their own surroundings and enjoy their life.
Question 6: End with a powerful question.
Example: “What is your experience with seniors aging in their own home?”
Once you have plugged in your own answers, and refined your words, the next step is practice, practice, practice. Remember that old adage, “practice makes perfect”? The same holds true with your 30 second message. In order for it to roll off your tongue with ease, you must rehearse it. Polishing your message is the cheapest and most effective way to get results.
Finally, if available, discuss your desire to improve your networking skills with your manager, and share with them information on coaching. It’s a win-win for both of you!
Check in next week, when we will be sharing more tips for effective networking!
References:
Ann Convery, M.A., is the VP of Anthony Mora Communications Inc.
Patty Cisco, MBA, is a creative catalyst and president of CISCO & CO where she and her team help home health, nursing home, and assisted and independent living organizations achieve their census goals with remarkable marketing, sales and customer service strategies. Patty invites you to connect with her on Twitter and/or Linkedin.
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