Speak Effectively for 60 Seconds

The single most common question asked in any networking setting is “What do you do?” It is a question you should be asking people in your network, and you will almost certainly be asked it back. You had better have a good answer!

Networking groups like BNI make a ritual out of getting everyone to talk for 60 seconds about their business and the kinds of referrals they are looking for. It is good practice for all the other occasions you need to be able to give a quick, fluent and compelling description of your business. In fact you may need several 60-second “elevator pitches” for all the different kinds of people you come across: potential clients, potential suppliers, potential employees, your client’s boss, your mother, fellow cocktail party guests, etc. It is also a great thing to put on your website.

In most networking settings, the first thing to remember is that you are not trying to sell to the person listening. You are trying to educate that person to refer you to the 1,000 or more people they know.

An effective 60-second presentation aims to answer four questions:

• WHY should anyone refer you? You need to give people a compelling reason to refer to you. Highlight something that really makes you stand out from your competitors. Don’t say you offer excellent customer service, because everyone does that.
• WHO would you like to be referred to? Don’t include the words “anybody”, “everybody” or “somebody”. Be much more specific. Ideally you should name the company or individual you would like to be referred to.
• HOW would someone recognise a referral opportunity for you? You need to teach people what to listen and/or look out for.
• WHAT should someone say when they recognise an opportunity to refer you? Offer suggestions, eg, “If you hear a client or colleague say, ‘xxxx’, then ask them ‘yyyy’.”

Action this week! Draft an effective 60-second presentation for yourself. Follow this structure.

10 seconds: Your name, company and what you do

My name is Graham Jeffery and I am an independent strategy consultant. I work in the overlap of strategy—making big decisions in the face of uncertainty—with valuation and analytics.

15 seconds: Why we can refer you with confidence

That means I help clients understand the risks and opportunities they face, the possibilities and the probabilities. I help them understand how that uncertainty affects value, what they care about. Then, most importantly, I help them understand what they can do about it, how their choices will affect both uncertainty and value. I cannot guarantee better outcomes, but I will change the odds in the client’s favour.

10 seconds: Target clients

I particularly want to work with people taking a new piece of research and turning it into a business, especially in the biotech and life sciences sectors.

20 seconds: What to listen for and how to respond

The founder or CEO needs answers to two key questions: a) what is the chance this idea will work, and b) what might it be worth if it does? Without good answers his value proposition is just wishful thinking and he has no strategy. So ask him about this. If he hesitates, or is at all unsure, he really needs to talk to me.

5 seconds: Your name, company and memory hook.

I am Graham Jeffery, making better decisions for better outcomes.

With the draft written, practice saying it out loud in front of a mirror—remember, people will be looking at you as you speak, so look natural and as if you enjoy talking about yourself! Time yourself, and if it is too long, trim it down. Then memorise it and add life to it.

This article is similar to an educational talk I gave at a BNI Premier networking breakfast. It is based on material created by BNI.