Over the past three articles regarding Benefit Statements, we’ve also looked at when they are and are not appropriate.
One place they are appropriate, which we haven’t yet discussed, is when you are attending some type of formal event where you are asked — along with everyone else — to stand up and provide your commercial. There are numerous occasions when this could happen and I’m sure you’ve experienced many of them.
I’m not referring here to a weekly meeting with many of the same people in attendance, such as BNI, the world’s largest networking and referral exchange organization. In this situation, people are well-taught to develop relationships with one another and the weekly commercial or Benefit Statement is simply part of it.
I’m speaking more about those events where the host goes around the room and asks everyone to stand up one at a time and tell everyone what they do.
Certainly, having a well-crafted, finely-tuned Benefit Statement is important here…isn’t it?
Please allow me to once again be a bit contrarian. While I believe you should indeed have an excellent and effective Benefit Statement and be ready to communicate it, I still don’t believe it’s going to make a huge difference.
Why?
First, because, while you are nervous about standing up and giving your Benefit Statement; thus focused on it and not listening to those giving theirs, pretty much everyone else in the room is nervous about standing up and giving their Benefit Statement; thus focused on it and not listening to yours.
Second, even if they are listening, they don’t care any more — and perhaps even less — than they would if you just met them one-on-one.
So, how do you elicit their interest in you and what you do? Well, you don’t. Or, I should say, at least you don’t make that your focus. Instead, you meet them one-on-one sometime during the event or after it, and approach your conversation the same way you would in any situation; by focusing on them and their business. Proceed from there as you would with anyone with whom you choose to cultivate a Networking relationship.
Let’s end with what I believe it the most important point of this entire series.
The key to a successful Benefit Statement:
Understanding that, when it comes right down to it, your Benefit Statement is secondary to building a relationship based on “know, like and trust.” That comes first. And, until that happens, the most cleverly put together Benefit Statement in the world will lead nowhere.
After the relationship begins to develop? Then, the impact of a good Benefit Statement will be accelerated, as will the relationship itself!
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Great series Bob – Thanks!
In my client coaching on marketing and at the events we host through Women’s Prosperity Network I too stress the importance of getting to know each other.
Here’s a great way to open that up — if you’re the host of an event, instruct the attendees to provide the following during the 60 second commercial: Their name, their business (and benefit) and then something about themselves, i.e. Favorite Movie, Book, Restaurant, Best Vacation, and the list goes on and on. This immediately creates a sense of really getting to know each other and without fail someone says “I love that movie too! And then they are connecting after the event.
I have enjoyed your Benefit statement blogs.
I have had more success lately, on telling people that while I provide executive level support to selected entrepreneurs, I’d really love to get to know them outside of the event.
I haven’t been giving out business cards lately- I tell them I have a fan page on facebook and would love to connect with them through there.
Interesting things have happened- people relax instantly and then tell me how uncomfortable they always are when “put on the spot” to say something about themselves (to which I agree that it can be uncomfortable) and then they just open up and start talking. If we make a real connection- they typically ask for my name again and make a note of it- on someone’s business card, and then actually find me online- where we continue the conversations.
They also insist I receive their business card (with which I follow up asap).
My spam has gone down, my real connections have gone up and people walk away from the experience feeling like someone actually listened to them and it wasn’t just another “elevator speech”. Eventually we get around to who I am and what I do, but by that time- we’re already on friendly terms.
Keep blogging, my friend and I will keep reading and sharing them with my friends.
I appreciate you, Bob.
Debbi
Bob, as ususual you hit the nail on the head. For years, I have been attending networking events with the commercial intro. Besides your point of others being focused on what they are going to say to make an impression on the room- that is not really listening to them, I believe there is a saturation point of about 15 minutes when most people will lose interest in a long line of repetitive commercials. Which only gets shorter when someone will take more than the allotted time, every one that follows suffers from an even less engaged audience.
I like Nancy’s suggestion and include more personal information. I heard a story of a business coach who was able to secure a large contract, primarily because their social media profile included their passion for Star Trek. “All things being equal”…open up and let your passions and personality set you apart.
Nancy, that’s an excellent idea for facilitating the process for two people to meet later and immediately have something in common to build upon. Good for you!!
{Note from Bob: Nancy Matthews is co-founder of Women’s Prosperity Network http://www.womensprosperitynetwork.com/}
Bob,
This is a great conclusion to a great series! Thank you! I especially love the summary at the end. I will be sharing with our entire team by email and then discussing on our weekly conference call! Your insights and wisdom is extremely helpful as we seek to serve others effectively!
Steve, thank YOU. I appreciate your very kind feedback. And, thank you for sharing this with your team. I hope they find it to be of value.
Debbi, that’s terrific! Thank you so much for sharing with us.
{Note from Bob: Debbi’s Facebook Fan Page is http://www.facebook.com/DebbiStumpfFans}
Gary, I love it! Rock on, my friend! And, thank you for your kind feedback.
This is a great series, Bob. The posts and the superb follow-up comments here get to the real HEART of what we’re in business to do… bringing true value to people’s lives. That comes from building a relationship with them so we can really get to know what we can do for them. We cannot make the necessary connection without getting to understand their world first.
Bob, your emphasis that building a relationship based on “know, like and trust” is our first priority is a timely reminder about where to focus our intentions when we meet prospective clients.
Moving my mindset from “selling” to “serving” has been key for me in gaining not just new coaching clients, but also the clients I really, really want and love to work with. The focus on us serving others through our business is in everyone’s best interests and will be reflected in the income we generate from doing just that.
I also want to say a big thanks for the tips that other folks shared here…
Nancy, I am going to use your strategy tomorrow at my BNI meeting to deepen my connections with my BNI colleagues… thank you!
Debbie, your tip about how to get folks to relax around you is golden, thanks.
Gary, nice social media tip about “opening up and letting your passions and personality set you apart.” Cheers.
Again, thanks Bob for this wonderful short series.
Many blessings
Simon
Simon, thank you for all your kind words. And, yes, you definitely got right to the heart of what the purpose really is. Appreciate ya’, Simon!