5 minute read
‘Tis the Season to Talk About Your Value During Holiday Social Gatherings
By Bill Cates, CSP, CPAE President, Referral Coach International
NOTE –
This article is based on content from Bill Cates’s new book:
Radical Relevance – Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients.
‘Tis the season for many social events, where you’ll be spending time with friends, close family, distant relatives, neighbors, and –yes – total strangers.
Many of these people might make great clients for you. Many others may never become clients but might have the ability to refer and introduce you to others. And a few might represent products and services to which you can refer others.
Let’s say you’re at a holiday party or other social event and someone asks, “What do you do?” How do you respond? Do you whip out your best elevator speech? Do you pretend you don’t want to talk about the great value you bring to your clients and quickly change the subject?
Are you blowing an opportunity by being too promotional or being too modest?
The 2 Biggest Mistakes People Making When Communicating Their Value Proposition at Holiday Gatherings and Other Social Events
Mistake #1 –You smile because you have a chance to use that great networking event elevator speech that you’ve practiced 20 times in front of a mirror. You’re confident, passionate, and irresistible. (or so you think). The other person, looking a little stunned, responds, “That sounds very interesting. Excuse me while I freshen my drink.”
Mistake #2 –Because this is a social event and not a business networking event, you don’t’ want to scare anyone away. You don’t want to make it look like you came to this holiday party to prospect for new clients, so you downplay your value, you get overly modest, and you change the subject.
So, hot shot Referral Coach, what should I say at social events?
There is a middle ground. In fact, there are a number of ways to talk about your value at social events, so you don’t come across as salesy or that you’re even trying to turn that old friend into a prospect for your business.
Method #1 – Give an Example
Answer the question. If you’re a financial advisor, you can say, “I’m a financial advisor.” If you’re an executive coach, say, “I’m an executive coach.” But don’t stop there.
Shift to a specific example. You can say something like, “Let me tell you about a client I was working with the other day…” Then tell a little story.
At social events, you don’t want to talk like you’re reading your marketing brochure. Tell a story. The more interesting (or funny) the better. Of course, you leave the names out. And as best you can, tell the story in an interesting way – convey the problem that the client presented to you and then one or more of the solutions you presented in return.
Method #2–
Use The Miracle Value Positioning Formula™
I call this The Miracle VIPS Formula because it allows you to say quite a bit in just a few sentences. I’ve been using and teaching this formula for years. You can use it both in written and oral communication.
By filling in the blanks, you’ll create your ideal message.
1. I/we specialize in ___________________________
2. I/we work with _____________________________
3. Who want to _______________________________
4. For example, _______________________________
Here’s one example using this formula:
• We work with owners of business with approximately 5 to 200 employees . . .
• Who want to remain competitive for the best talent and bring great value to their employees.
For example, I just finished transforming the employee benefits package for a company with about 120 employees. The owner hadn’t taken the time to take a close look at her benefits package over the last four years. Now, the employee benefits have been improved while providing substantial savings to the business owner at the same time. She’s ecstatic.
[An expanded explanation of this formula, as well as more examples are available in Bill Cates’s book, Radical Relevance.]
Method #3 – Ask a Question
Ask a question that will help put a frame around the work you do and draw the other party into your answer. The question usually takes the form of, “You know how most people (or businesses) . . .”
You know how most people face retirement concerned about running out of money? I work with . . . who want to . . . .
You know how most CEOs wonder if everyone around them is sharing their most pressing concerns and best ideas? I work with . . . who want to
Have you noticed that most business owners seem to complain that their business owns them? I work with . . . who want to . . . .
I think you get the idea.
Play around with this a little. What question might you ask that could draw the listener into the rest of your message?
Bill Cates, is the author of Get More Referrals Now, Beyond Referrals, and Radical Relevance. Bill’s newest book, The Language of Referrals, has just been released and is available as a at Amazon in paperback, Kindle, and Audible. Bill is a highly sought-after coach, consultant, international speaker, and virtual presenter.
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www.ReferralCoach.com/resources
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