Your breath is fine. Your business introduction stinks.

By Phil Whitebloom, Founder of BeenThere Consulting Service

Three-minute read

You brush your teeth. You use mouthwash. You are friendly and approachable. So why does nobody want to meet with you after a networking event?

The answer is simple. Your breath does not stink. Your business introduction does.

When someone asks what you do, you have about 30 seconds to help them understand your business and decide whether another conversation is worthwhile. Some people call it an elevator pitch. I call it your business introduction because it has one job: earn the next conversation.

If people are confused, suspicious, or misinterpret what you do, you have lost the opportunity to earn the next meeting.

Not Getting Enough Sales Appointments After Networking?

Your networking introduction should make people want to continue the conversation. If people hear what you do but rarely ask questions or schedule appointments, your introduction needs to be fixed.

Let’s create a clear, compelling business introduction that helps you gain more sales appointments and qualified opportunities.

Request a meeting with Phil to improve your business introduction

Three Business Introduction Mistakes That Lose the Room

At a recent networking event, everyone was given 30 seconds to introduce themselves. One man gave his name and said, “I create funnels.”

He then struggled to explain what that meant. Nobody understood him, and when I say nobody, I mean nobody. Even as I write this article, I still have no idea what he does.

Your business introduction cannot rely on terminology that only you understand. If people cannot explain what you do after hearing your introduction, you have given them no reason to schedule an appointment.

Others intentionally disguise what they sell behind vague statements such as, “I help people live their best lives.” What does that mean? It could describe dozens of different businesses.

That statement does nothing to explain what you do, establish trust, or create a reason to continue the conversation. When people finally learn what you actually sell, the introduction appears deceptive, and you lose their trust.

Then there is the business introduction that becomes a complete sales presentation. One salesperson explained what her business did and then spent several more minutes describing why her methodology was better than everyone else’s.

If 20 people each take two minutes to introduce themselves, introductions alone consume 40 minutes. At three minutes each, the group has spent an hour listening to introductions and has little time left for actual networking.

She also shared so much information that listeners had plenty of reasons to decide her service was not for them. Instead of creating curiosity, she eliminated the reason to schedule another conversation.

Your 30-second introduction should not confuse people, disguise what you do, or explain your entire business. It must clearly communicate what you do, whom you help, and why another conversation is worthwhile.

Your 30-second business introduction will determine whether you earn the next conversation and move a potential sales opportunity forward. 

Do not attempt to explain everything your business does. Give people enough clear and relevant information to understand your value and want to learn more. 

An Effective Business Introduction

I recently met Felicia Patrick of Virtual Gatekeepers Group. When I asked Felicia about her business, this is exactly what she said:

“So I am a fractional COO and productivity strategist for founders that find themselves in a growth stage in their business, and they’ve outgrown their DIY operations.

They have fallen into the chief everything officer trap, where you know they are managing team drama, they’re drowning in decision fatigue, and they are white knuckling their duct tape system.

So I come in as the right hand to the visionary to help them build infrastructure, the operational infrastructure that they need for their people, their processes, and their performance, and help them build a business that runs and can run without them.”

A fractional COO is a fractional Chief Operating Officer. DIY means do-it-yourself.

Felicia’s business introduction is fantastic because she immediately explains what she does and whom she helps. She identifies the challenges her clients face, explains how she helps solve them, and clearly describes the outcome.

She does not use vague language or leave people guessing. By the time she finishes, you understand her business and know whether you, or someone you know, should schedule a longer conversation with her.

That is exactly what an effective 30-second business introduction is supposed to accomplish. It provides clarity, establishes value, and gives people a reason to take the next step.

Use a Quick Sales Success Story

Another effective networking introduction uses one very short story about how you recently helped a client. A relevant sales success story demonstrates your value and creates immediate curiosity.

I begin by giving my name and explaining that I have a sales coaching business. Then I share a quick example:

“One of my clients had no new clients for a year. I worked with her for 90 minutes, and she had seven paid consultations the very next day.”

That gets attention and immediately generates questions. People want to know what happened during those 90 minutes and whether I will help them, or someone they know, achieve a similar result.

I have several client success stories that I use, but there is only time to tell one. I choose the story that is most relevant to the audience standing in front of me.

A strong story does not explain your entire sales process. It creates curiosity, starts a conversation, and gives people a reason to schedule an appointment.

Turn Networking Conversations Into Sales Appointments

Your business introduction is not supposed to close the sale. Its job is to earn the next conversation.

A clear and compelling networking introduction leads to more appointments. More appointments create more qualified sales opportunities, and more qualified opportunities lead to more business.

Creating your 30-second introduction is only the beginning. You must also know what to say next, how to continue the conversation, and how to turn initial interest into a scheduled appointment.

If you attend networking events but do not gain enough sales appointments, I will help you improve your business introduction and create a plan for what happens after you deliver it.

Request a meeting with Phil to gain more sales appointments

Good Selling!

Phil Whitebloom

🏢Founder, BeenThere Consulting Services

Contact Information:

📩 phil@beentherecs.com

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