Ruth Ledesma, PCC
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Oscar-Winning Introductions: How to Establish Meaningful Business Relationships
Ruth Ledesma, PCC
"So, what do you do?"
"Well...I...uh...I...uh..."
"Who do you work with?"
"Well...uh...uh..."
""Can you tell me the benefits of what you do?"
"Well...uh...the benefits are...uh..."
"Gotta go. I see someone I need to talk with. Nice meeting you."
If this sounds even the least bit like you when you meet someone new, you and
your business are in big trouble. You must be able to express clearly who
you are, what you do, who you serve and the benefits of your services. How
else can someone decide to hire you or to refer someone to you for
services?
Scripting Your Production:
Think in terms of producing an award-winning film. This template will
help you write a great 'script' that articulates what you do. Fill in the
blanks with your most explicit answer. Your answers don't have to be the
same every time you meet someone, but they do have to be explicit.
These are the opening scenes in your movie. Start from the beginning,
most foundational scene and add another descriptive scene about you and your
business as you have time and/or the other person asks you questions.
Scene #1:
"My name is ______________." (Truly, you can do this!)
Scene #2:
"I'm a ____(specific title)_____."
Title is optional and can in fact sometimes confuse people, so skip "Scene
#2" if you feel it will add to the clarity of your introduction. If you
must give yourself a title, make it as explicit as possible: CPA, divorce
recovery coach, research scientist, public opinion pollster, etc.
Scene #3:
"I ___(action verb)___ ___(specifically 'who')___ __( outcome or
accomplishment)__."
Use this template to combine who you serve with a powerful statement of
benefit. Make it 15 words or less and as specific as possible. Your
goal is to grab the other person's attention and start the conversation.
Don't worry that you haven't described all the different kinds of people you
serve or all the ways in which you serve them, or even all the ways they
benefit. Stick to just one in introducing yourself: there will be time later to
expand as the conversation progresses. Examples: CPA: "I help small
businesses pay less to Uncle Sam without breaking the law." Coach: "I
coach recently divorced women to rebuild their lives on their own terms."
Research scientist: "I do medical research to make our society safer from killer
diseases."
Scene #4:
"My best clients ________(action verb)_____ ______(object of the
verb)_________."
Identify in explicit action terms what problem you help solve. One
school of thought says "ratchet up the pain" and another says "highlight the
desired outcome." I believe in the first introductory conversation,
ratcheting up the pain is usually preferable. Examples: CPA:
"My clients are determined not to be victims of unfair or vague tax laws."
Coach: My clients are pulling together lives that have been shattered by
divorce." Research Scientist (a little more difficult because they
tend not to serve individuals as such, but still quite possible): "I serve
the fragile people in our society who are most susceptible to life-threatening
infections."
Rehearsals:
Once your 'script' is written, memorize your lines and then practice it out
loud in front of the mirror. "Out loud" because the muscles and nerves in
your mouth need the practice as much as you brain does. "In front of the
mirror" because you need to be comfortable with the sensory input of eyes and
faces in front of you.
When the words flow easily off your tongue without having to think about it,
practice each increment with someone who already knows you and won't put a lot
of pressure on you to be perfect. Once you have it down pat with a friend
or two, practice your introduction whenever the opportunities arise.
Sometimes it will only be Scene #1, your name. Other times you will need
to add more scenes; just be sure to add them in a logical sequence.
On Location:
Great as your introduction must be, it's still just the "Opening Scene" and
requires quality, engaging dialogue to follow. Best advice is to be a
great listener yourself and encourage the other person to talk. Sharing
the spotlight in a natural give and take of information and interest is the way
to build meaningful relationships, the foundation of all service businesses.
In this engaging dialogue you must know the questions to ask as well as the
answers you will give to those same questions. Examples include:
YOU Questions:
How did you get started?
How did you decide to become a ______________?
What makes you well qualified to provide this service?
What is the
primary reason for your success?
How do you see your business in 5
years? 10 Years?
CLIENT Questions:
What kind of problems do your clients usually face?
What kind of
solutions do your clients seek?
How do you measure the outcome of your
services?
What do all your clients have in common?
What personality
traits do they share?
How else are they similar?
Why are they drawn to
you?
What draws you to them?
Who would *not* be a good client for you?
Logistical Questions:
Where is your office?
How do you market your services?
How do you
meet new clients?
How is your service provided?
How do clients usually
find and contact you?
Do your clients come back to you for further services? And One Big, Essential "I" Question:
How can I help you be more successful?
Your guidance in asking these kinds of questions will not only give you
valuable information, but will also prompt the other person to ask you relevant
questions so you can provide information that will help him assist you in your
business. Mutual give and take of information, interest and assistance is
the basis of a business relationship that can benefit you both for years.
Next thing you know, you could be winning an Oscar for "Most Effective
Introduction to a Meaningful Business Relationship."
Bottom Line -- Success is all about YOU
!
Copyright (c) Ruth Ledesma 2005.
Ruth Ledesma coaches innovative thinkers and professional communicators. She
has conducted a successful coaching practice since 1997. Go to www.ruthledesma.com for more information
about Ruth and her practice.
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