How to Turn 30 Seconds into a Sales Relationship

What’s your 30 second commercial – your elevator commercial? This is the number one question I here from networking group gurus. You’ve all been to these little gatherings, sometimes organized by the chamber of commerce, sometimes by private organizations. Yet is this approach really in your best interest? Are you really interested in identifying yourself solely by a pitch of what you sell for a living? And is the pitch really the best way to start a relationship?

What is the most important thing you want to establish? I would say that, up front, you want to establish trust. Trust, of course, is built over time. It is built through every positive, trustworthy impression you make. Is your elevator pitch designed to build trust? I dare say that were you to state something like, “I’m Bob Shawgo, the most trusted man in sales communication training,” it may have the opposite effect of what you are going for.

The Secret to Gaining Trust in Sales Communication

The real secret to establishing trust in sales communication is to focus on the other person’s needs. Be warned, this does not mean focusing on what they need to buy from you. You need to take genuine interest in them and be ready to uncouple what you sell from the relationship you are establishing with them.

How about this approach? You have thirty seconds to introduce yourself at a networking meeting. You stand and say something like:

“I’m Bob Shawgo. I’m in sales communications. Business is going well. Chris invited me here today. He spoke so highly of this group, that I thought I’d like get to know some of you who have services I can refer to my clients. I hope we’ll have a chance to mingle after the formal introductions.”

What have you communicated?

• Business is going well so you’re not here trolling for clients.
• You already have a trusted friend, Chris, in the group.
• You have a positive impression of the group.
• You are open to getting to know them.
• You are interested in promoting their services.
• You take care of your clients.
• You are open to more conversations.

I guarantee that this approach will go a long way toward helping you build trust. You will also stand out from the crowd of people who quote the bullet list from their company brochure. Focus on building trust; the rest will follow.