“You probably have a friend who just started networking. And they may have been surprised that they had to get up in front of a room full of strangers and talk about themselves for 30 seconds. But just talking about themselves isn’t good enough. An effective 30 second networking commercial gets results. Your friend can generate referrals almost every time they do a 30-second commercial if they implement the techniques that I teach.

I have over twenty-three years of experience helping people with their message and their language and their advertising. And business networking is the most cost-effective form of advertising. This week I’m looking to meet your friends who have just joined a networking group.  My name is Jeff Klein and my company is Klein Creative.  If you know a new networker, please write their name on your business card and pass it to me.”

You just read an example of a powerful 30-second networking commercial designed to get results.

The 30-second commercial, or elevator pitch, is a unique form of business communication. Many people are good communicators, but need to learn the nuts and bolts of this technique to be effective in the business networking environment.

If you can tell us who you want to meet in a way that we recognize them, then we can introduce you to them.

It’s crucial for you to be very specific when you make a request in your 30 second commercial. Who is a good referral for you?  This is the key part of your commercial.  This is the reason you’re there. If you don’t tell us who you’re looking for how can we help you?

When we network, we network to help other people grow their business, and this is your opportunity to tell us what it is that we can do to help you - so be specific.  It’s much easier for us to give you referrals if you’re specific.

It’s also important to ask for only one thing per commercial.  A lot of people say to me, “But I do so many other things, and I sell to so many different people…” and that’s good – but each commercial you do should be targeted at one specific request – one specific industry. We have proven that networkers who are specific get more quality referrals then people who are too general.

Talk about the SOMEBODY that you want to meet. Not the ANYBODY. I don’t know about you, but I want somebody to be my next customer, not just anybody.

So get rid of the word, ANYBODY, from your networking language.

You can implement these two lessons right away:

1 – Make Specific Requests of the prospects you want to meet.

2 – Describe the Somebody’s you want to meet, not the Anybody’s.  

Now Go Get More Referrals,

Jeff