Less is More

Congratulations! You have obtained your business license, opened your bank account and printed your shiny new business cards. You are now “open for business.”

You visit your local Chamber of Commerce website and look up the next networking event. Bright-eyed and bushy-tailed, you walk proudly into the next business mixer and introduce yourself to the Ambassadors and other Chamber members.

Everyone is extremely friendly. They smile and nod politely as you tell them about your new business and hand each of them one of your shiny new business cards. But then you meet… Me!

I politely listen to your well-rehearsed elevator speech, but I’m not smiling. I’m listening carefully and waiting patiently for you to tell me why I should refer you to my associates, but you just never get to that particular point.

So… I ask you. “Well, Mary, I’m certainly impressed by what you do. But I also know twenty other realtors, insurance people, sign makers, landscapers, etc. – so why exactly should I refer you to anyone in my 1,000+ person rolodex?”

This question is usually answered by a long moment of silence. Fortunately, one of the Chamber Ambassadors notices that I’m at it again and they come by and rescue you.

They should have given us more time. I would have happily shared a critical insight with you, compliments of Zig Ziglar: 

Nobody cares how much you know until they know how much you care!

If you recover from our brief encounter and return for another Chamber meeting, you’ll need a new strategy. It’s a simple strategy that anyone is capable of following, but few have the discipline to implement.

Listen!

How do you listen? You start by asking questions – preferably open-ended questions that begin with who, what, where, why, when and how. You listen carefully, smile and nod to show that you are listening.

When someone asks what you do, you sell the sizzle, not the steak.

Tell them the benefit you create for people, not how you do it. Seriously, if someone asks you the time, do you tell them how to build a watch?

Once you learn how to sell the sizzle, people will start asking you for your business card. Your next step is to meet with them outside of the networking event, where you can begin to build a relationship that is based on really knowing, liking and ultimately trusting someone.

Resist the temptation to tell me more. I may even let you into my 1,000+ person rolodex if you open our relationship that way.

About Bill Merrow
Bill’s marketing career began in 1984, leading to opportunities to manage a 40,000 person sales force and sell over $500,000,000 through direct mail. His consulting clients include General Electric, American Express, Walmart and hundreds of smaller firms. Bill specializes in helping small businesses differentiate themselves from their competition and create massive growth in sales and profitability. Contact Bill at bill@azprofitplanners.com or visit http://www.azprofitplanners.com/.