There is an art to explaining what you do best. This is true for hair stylists or ‘hair-raising’ thriller authors. Both professionals need to explain what they do in terms of the positive outcome or results gained. After all, a prospect wants to know how she will benefit from your services.
I recently pitched a speaker whose topic is Mindful Self-Compassion. The prospect was a Co-Working Office that periodically held events to showcase their space. When my call was received, I explained that I would like to run an event idea by the person who most likely organizes events at the Co-Working space. Once I got to the decision-maker, I quickly communicated the takeaway benefits of attending a mini-mindfulness event, including stress reduction. I then paused (this is the hardest part for me) and waited for her response, which was ‘I like this idea.’ I then followed up with a link to testimonials and connected her to my client, the Mindful Self-Compassion trainer. We have an event scheduled and the audience will be business professionals who will benefit (be more productive) by learning tips on reducing stress.
Remember research and data have their place in a presentation but often we’re limited to a few seconds or maybe minutes to intrigue someone with our pitch. Leading with benefits – those gained from using a service, product or speaker is a quicker way to securing an answer.
Happy prospecting and make it a good hair day!
