CREATING THE PERFECT PITCH WHEN NETWORKING

I found this on Ning and it inspired me so much, thanks to all the fabulous social networking advice, but this stood out among the rest…

Selling Ice to the Eskimos- from Women Entrepreneur
These 4 steps will help you craft a perfect product pitch so you’ll stand out among the crowd.
By: Pattie Simone | 05/07/2009

You’ve come up with the most amazing product or service. Now what? In order to be successful, you have to understand a few things about selling, so you can connect with and engage eager buyers. Insiders’ tip: It’s not about convincing anyone of anything.

When you consider the clatter–e-mail blasts, regular e-mail, radio, internet radio, direct mail, newspaper ads, networking, small business workshops and events, trade shows, billboards, mobile ads and social networking spaces, niche-market teleseminars, webinars and TV–it’s a wonder any of us makes a sale. The good news is that people are selling their wares, rising above the clatter through a combination of tools and initiatives. And while the major brands have robust budgets to play with, there are some tried and true (and thrifty) things every entrepreneur can do to achieve a healthy bottom line.

Selling Ice Everywhere
This is not rocket science, really. Whether you are running an online business or a local pizzeria, selling is about doing four things better than your competitors:

Tangibly communicating your value/benefits
Spreading the word in a bunch of smart connection portals
Making it personal
Avoiding one-night stands

Let’s start at the top. Because of the internet, iPods and new cell phone technology–all featuring swift search and delivery mechanisms–it’s more important than ever to perfect your pitch, or your prospects might end up doing business elsewhere. With the abundance of research and communication portals–not to mention the advertising spaces already listed–we are so distracted that we’re becoming an ADD society, says Laura Allen, co-founder of 15secondPitch.com, a New York City coaching and sales training business. According to Allen, the situation is complicated by the fact that most people end up pitching the wrong things, due to nerves, vagueness or non-specific info.

Not to worry! Allen has developed a four-step formula to create the perfect swift pitch, which can be easily implemented in a variety of direct networking spaces. A side perk: Strong, clear communications can serve you well in diverse promotional spaces. Tweak each point to suit the portal you’re using, and you’ll see better returns, whether you are crafting an ad, tweeting, blogging, cold calling or sending out direct mail.

Laura Allen’s Perfect Pitch Tool Kit
Step 1: Be clear about you, stating your name and your business name when you start your pitch.

Step 2: State what you do. Be specific so folks can easily understand your unique area of expertise, i.e., financial planner, business marketing professional, interior decorator, organizer, Realtor, etc. Remember to avoid one important pitfall, what Allen calls “the kitchen sink pitch.”

“You’re lucky if people can remember one [business or title], let alone three things, so do not lump together a bunch of disparate titles or services in the same pitch.” Allen’s advice: Go with whatever you believe in at the moment, but be especially strategic about what you pick. While you may hawk vitamins or skin-care products in addition to being a Realtor, Allen advises that you pick the one thing that will make you the most money.

Step 3: State in two sentences (or less) why you are the best at what you do. This is arguably the most challenging step, because the shorter the message, the more carefully you have to choose your words for the best effect. This is where lots of folks fall flat, and winging it often produces disastrous results. While perfect pitches sometimes outline benefits, Allen says it’s not always the best approach. That’s because benefits can be too specific to the person on the receiving end. Allen prefers the pitch that’s all about you, rather than what you can do for the person in front of you. To provide maximum impact, Allen says, the pitch should reflect the unique voice of the speaker–taking into consideration tone, pace, vocabulary and personality.

Beware: You can craft something that looks good on paper but is too wordy or, worse, trips up your tongue. That’s why Allen has clients practice their pitches out loud, so they can discover and fix pitch glitches.

Step 4: The call to action. This is what it’s all about, Allen says, and should answer the question, “What happens next?” A good call to action can include plans to meet for coffee to continue your conversation, set up a date to chat via phone, or schedule a follow-up meeting at your office.

All these elements should be decided beforehand, Allen says, so she encourages clients to have the perfect pitch ready before they make a cold call or go to a networking event. In light of so many people having highly specialized expertise or dabbling in diverse services, Allen also offers a Pitch for Every Niche coaching component because, as she says, it’s good to be prepared for “on-the-fly” situations.

Two Samples of the Perfect Pitch
Here are two examples of terrific pitches that Allen developed for a small business owner in the gourmet food business and for a photographer:

“Hello, my name is ______and I’m the founder of Bel Biscotto. For 10 years I searched for the perfect biscotti and when I couldn’t find it, I decided to make my own. I’m looking for cafes and stores that will appreciate our exceptional product. To arrange for a free sample of our Coco Hazelnut biscotti, please give me a call. You can also learn more by visiting: http://www.belbiscotti.com.”

“Hello, my name is _______ and I am a freelance photographer specializing in high-end fashion. I photograph clothing, cosmetics and jewelry. I have over 15 years of experience, and my clients include Versace and Kenneth Cole. Please give me a call to set up an appointment to see my book. You can also see samples of my work at http://www._______.com.”

These are rockin’ pitches because they’re personal, they’re authentic and they resonate on an emotional level.

With a perfect pitch in hand, you can sell like mad. So once you’ve got your pitches polished, make sure you’re testing and getting the word out through a bunch of online and traditional portals, including your website, e-mail, e-newsletters, blogs, face-to-face networking spaces and targeted direct mail, as well as Facebook, LinkedIn and Twitter. Understand that your end consumer is driving the conversation, and these savvy buyers respond to meaningful info with a human story attached. In this super-connected, viral age, you can reap great rewards by avoiding a “one night stand,” quick-sale mentality like the plague.

The new sales giants will capitalize on compelling communications and ongoing conversations, because that approach will help produce raving fans you crave (which in turn will help you propel sales).

As president of Write-Communications.com and Marketing-Advantage.net, and founder of WomenCentric.net, Pattie Simone empowers execs and entrepreneurs around the country, sharing her sales and marketing savvy and communications expertise as a mentor, speaker and writer.