BMA eBook - Manual / Resource - Page 283
introductions
• YOU is obviously all about you, who you are, what you
have done, and what you are into.
• IT is all about the activity, examples of how it has
worked for someone, what it is like and maybe a few
good stories about what it is that you do.
• THEM is all about the outcomes that your customers
and clients achieve. You may ask questions, identify the
key challenges they face or even get into solutions.
We are not what we do – but we do need to be able to answer
the question, “What do you do?” in a way that makes us better
known and creates more business.
SO, WHAT TO DO?
For me, the pain was such that I searched for a way
to take the effort out of the introduction process, and
what I came up with was a practical model for creating
powerful introductions. This nine-step positioning
process achieves two things: first, it enables you to
consistently answer the question, “What do you do?”
with an appropriate level of detail. And second, it enables
you to create a flexible positioning statement that can be
creatively applied to any introduction situation.
CONSISTENT FLEXIBILITY!
It’s been said that we all need a good ‘elevator
statement’, a succinct 30-second sales pitch or service
positioner that creates awareness about what we do and
how it is unique or valuable. And while I don’t remember
a time when I successfully did business in an elevator, I
do agree that we all need a way to answer the question,
“What do you do?” so that we are positioned at the
‘top of mind’ should our customer ever face a situation
where they need our products or services.
To approach the way we answer this question with a
level of creativity, intelligence and purpose that is sadly
lacking in most introductions, we need to think about
the following:
The Focus Levels
As I started to explore the way people introduced
themselves, I noticed patterns emerging. The first
pattern that became clear was the focus of the
introduction. The three options for focus are: to focus
on YOU, to focus on IT, or to focus on THEM.
When to use which?
While there are no hard and fast rules, I find that the
more intimate the situation the more appropriate it is to
answer the question with a focus on YOU. When you’re
unsure of whether you are in front of a prospect or not,
you may focus on the activity that you perform, the IT.
If the person you are speaking to is a clear prospect,
then you would focus on the outcome, the THEM.
Here are some examples of how you might change the
focus based on the environment:
SITUATION
FOCUS
Dinner party
Networking event
Prospect’s boardroom
Personal
Activity
Outcomes
YOU
IT
THEM
Of course, it may work to your advantage to juxtapose
the focus – when you are versed in the nine positioning
channels you can pick and choose your way around the
grid as the situation dictates.
The Energy Levels
The second pattern that emerges in introduction
situations is the energetic intensity of the introduction.
There are three energy levels: LOW, MEDIUM and HIGH.
Certain situations lend themselves to a more energetic
and passionate introduction than others. Of course,
some would argue that the higher the energy, the
greater the impact on the other person – I don’t agree.
Take the person sitting next to you on an eight-hour
flight; I don’t know about you but I don’t want a ‘keen
bean networking superstar’ in seat 24a wowing me with
her high-energy elevator statement. In this situation,
a LOW energy introduction that grows in intensity as
my interest grows may be more effective.
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