6 Steps to a Winning Introductory Speech That Will Attract More Clients

PinExt 6 Steps to a Winning Introductory Speech That Will Attract More Clients

bigstock Businesswoman shaking hand to Intro Speech 37115929 copy 200x300 6 Steps to a Winning Introductory Speech That Will Attract More Clients

It’s often referred to as an elevator speech and there are many versions of how to create it online which can be confusing, to say the least.  The task can be a challenging exercise, especially if you are not perfectly clear in a few areas necessary so I’ve created this outline to coach you along. 

A few things to remember is that your first attempt will not produce your best Intro Speech. Write out several versions…heck, try filling up several pages…just get creative and write. Once you’ve nailed it, you need to practice saying it.  Repeat it so that you sound natural, conversational and confident. Stand in front of a mirror and smile while you’re saying it.  Practice giving your intro speech until it rolls off your tongue naturally, like you never had to think about it.  It won’t happen over night, but after a few days, you’ll have it down perfectly! 

Remember that every word you select to use is critical to helping your customer understand what you do or not. Choose them wisely and accurately. 

Are you ready to try it?  Ok, let’s get started with these 6 steps designed to help you create your winning intro speech!  Here we go…

 

Step 1: Define your target market

Who do you work with?  Be clear and exact when you define your target market. 

A few examples to help you could be:

  • Physical Therapist
  • School Districts
  • Municipal Governments
  • Physicians
  • Hair Stylists
  • Accounting Departments
  • Technology Firms

 

Step 2: Write down the problems and challenges your target market faces and you’re able to solve with your product or service.

These are very common problems that many companies face. Write down as many as you can think of…you’ll narrow the list later in Step 5.

A few examples to help you could be:

  • Poor customer service
  • High employee turnover
  • Losing customers
  • Untrained employees
  • Need more customers
  • Low profitability 

 

Step 3: Write down how your target market “feels” about the problems and challenges? 

Here is where you need to tap into the emotions and appeal to your client’s heart. What’s their probelem they want to solve? What are they feeling?  When you make that connection with them, they will raise their hand and say, “That’s me!”

A few examples to help you could be:

  • Confused
  • Disappointed
  • Struggling
  • Frustrated
  • Fed Up
  • Aggravated

 

Step 4: Write down the results or outcomes your clients get from using your product or service.

It’s a cold hard fact, but it’s the truth…your target market does not care about your product or service.  They do not care about how you do it or what tools you use to. All they want to know is what’s in it for me (WIIFM).  What do they gain by working with you or purchasing your product or service? Again, list as many as you can; you’ll narrow it down in the next step.

A few examples of outcomes to help you could be:

  • Make more money
  • Increased sales conversions
  • More customers or clients
  • Improve customer loyalty
  • Lower employee turnover
  • Compliance of government regulations

 

Step 5: Narrow your lists. 

It’s time to review all the problems and challenges of your target market in Step 3.  Pick out 2 or 3, no more as it can be overwhelming to your potential client and highlight them with a marker. 

Do the same thing for the list you created expressing how your target market feels about their problems; pick the most descriptive words…only the two words that are most relevant. 

Next, repeat this process of elimination with the list of words describing your benefits.  Make sure they are compelling and relevant to your target market.  Pick 2 -3, no more, again it can be confusing to the end-user.

Now, you’re going to organize them into your winning intro speech using a simple formula.  Use the words you created from each of the steps above. Use the “problem-focused” formula or the “benefit-focused” formula; whichever fits your business, your solution and your target market. 

 

Problem – Focused Formula:

I work with (insert your target market here)

…Who are (insert how they are feeling here).

…With (insert their problem or issue that your product/service can resolve).

 

Using the Problem-Focused Formula, here is an example:

I work with established small business owners who are sick and tired of being told, “I can’t afford your product/service” but really wants to create a solid, profitable business and better lifestyle for their family.

 

Benefit – Focused Formula:

I work with/help  (insert your target market here)

…Who want to (insert what they want here).

 

Using the Benefit-Focused Formula, here is an example:

I help established small business owners who want to drive their own success and profitability win lucrative corporate contracts.

 

Step 6: Practice saying.

That’s it!  You did it Now that you have your winning intro speech, practice it, and repeat it over and over again so that you sound natural, conversational and confident.

And the next time someone ask you, “What do you do”? Smile, and confidently share your winning intro speech! But I must warn you, be ready to engage in conversation…it’s designed to stimulate engagement with a prospective customer!  Enjoy!

With much appreciation,

Brenda Tillmann