Preparing your all-star, all-purpose mission statement provides multiple benefits. Instant clarity enables more productive business conversations. It can connect you faster and more efficiently to new ideas, new opportunities and new business relationships that will enhance your career and your life.
Wherever you meet people – at conferences, lunches or other events – you must be able to sum up your business role in a way that creates interest and stimulates follow-on conversation. People are always happy to meet interesting people.
A few well-chosen words can make all the difference between new contacts saying “Tell me more” or “See you later.”
Elevator pitches, missions, USPs (Unique Service [or Sales] Propositions) are all forms of business introductions. But developing them into compelling, relationship-building statements requires creativity, confidence and practice – which explains why so few people get them right.
Think of the last time you introduced yourself. Did your comments fire the other person’s imagination? Or did you mumble the first thing that came into your head: “I'm in the printing business.”
I'm not suggesting you “sell” to everyone. Most of the people you meet are not prospects. BUT – anyone could be a potential new partner, advisor or friend. They may know people who are prospects, or they may have access to resources you need. That’s why your job when you're out meeting people is not to sell, but to build relationships by signalling that you are interesting, your role is worthwhile, and your work matters.
Consider this typical dialogue when two business people meet at an event.
Hi. My name’s Phil.
I’m Julie.
What brings you here, Julie?
I’m here with my company.
Oh? What company do you work for?
Nelsoncom. Have you heard of it?
First time. What does Nelsoncom do?
Oh, we’re in office supplies.
What kind of office supplies?
All kinds, really ...
And so it goes. A perfectly normal business conversation, awkward and full of pauses. Neither side is trying very hard.
Let’s imagine a better way. Where both people are proud of what they do and eager to connect.
Hi. My name’s Phil.
I’m Julie.
What brings you here, Julie?
I'm in charge of procurement for Nelsoncom office supplies. We supply the entire Midwest with everything from staplers to office furnishings. We work with new brands that offer better value and more innovation than our biggest competitors.
That’s incredible, Julie. I work with a printer that specializes in rush jobs for really demanding clients. I bet we have a lot in common.
Do you work with Somfeld Industries? We've been trying to crack that account for years.
Yes. I even went to school with one of their VPs …
Notice how the first conversation drags on listlessly, while the second gets things done, with passion and vigour. That’s because both sides understood the importance of concise but expressive introductions that engage other people quickly and meaningfully.
I am convinced that anyone can develop compelling introductions that lead to deeper, more productive business conversations. Just keep in mind that passion is reciprocal. The more effort you put into being interesting and compelling, the more energy you’ll get back from other people!
To start you off, here are three ways to master the meaningful introduction.
1. Ugrade your introductions by selecting the parts of your story that are most compelling. What makes your business (or product) different? What makes it special?
2. Hint at the benefits or purpose behind what you do. How do you actually help your clients? How do you create value? Why do customers keep coming back?
3. Keep your intro short. Keep it human. Avoid jargon. Remember, you're not selling – you're connecting.
For more info on connecting more deeply through meaningful introductions, follow my new Twitter account, “Instant Clarity.” @clarity_instant.
Get help with your mission – free!
I tweet regularly about mission statements, introductions and branding. And I happily invite questions. My goal is to help people develop better introductions live-on-Twitter, so everyone can watch these messages evolve. This service is free – you just have to agree to go through the process in public. (Which is also great promotion, BTW.)
On our first day, we helped one company, Riverwood Acoustics, change its approach to branding. We’d be pleased to help you, too.
(If you're a marketer or consultant, you can join the conversation to help others improve their personal branding. Your input will be welcome.)
See you on Twitter!
Rick Spence:
"I help people create more exciting business messages."
I’m Julie.
What brings you here, Julie?
I'm in charge of procurement for Nelsoncom office supplies. We supply the entire Midwest with everything from staplers to office furnishings. We work with new brands that offer better value and more innovation than our biggest competitors.
That’s incredible, Julie. I work with a printer that specializes in rush jobs for really demanding clients. I bet we have a lot in common.
Do you work with Somfeld Industries? We've been trying to crack that account for years.
Yes. I even went to school with one of their VPs …
Notice how the first conversation drags on listlessly, while the second gets things done, with passion and vigour. That’s because both sides understood the importance of concise but expressive introductions that engage other people quickly and meaningfully.
I am convinced that anyone can develop compelling introductions that lead to deeper, more productive business conversations. Just keep in mind that passion is reciprocal. The more effort you put into being interesting and compelling, the more energy you’ll get back from other people!
To start you off, here are three ways to master the meaningful introduction.
1. Ugrade your introductions by selecting the parts of your story that are most compelling. What makes your business (or product) different? What makes it special?
2. Hint at the benefits or purpose behind what you do. How do you actually help your clients? How do you create value? Why do customers keep coming back?
3. Keep your intro short. Keep it human. Avoid jargon. Remember, you're not selling – you're connecting.
For more info on connecting more deeply through meaningful introductions, follow my new Twitter account, “Instant Clarity.” @clarity_instant.
Get help with your mission – free!
On our first day, we helped one company, Riverwood Acoustics, change its approach to branding. We’d be pleased to help you, too.
(If you're a marketer or consultant, you can join the conversation to help others improve their personal branding. Your input will be welcome.)
See you on Twitter!
Rick Spence:
"I help people create more exciting business messages."
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