Sixty Second Commercial – Who do you know?

sixty second commercial

How to Get More Referrals with a Sixty second commercial

When people attend a networking event, they’re usually there to MAKE money, not spend it. How do you put that into a sixty second commercial?

This can make it difficult to sell directly to the members of your networking groups, but it also provides a great opportunity for people who know how to offer them what they want: a way to make more money and be more valuable to their clients.

When a business owner is the go-to authority on where their clients can get all the services they need, potential clients have more reasons to approach that entrepreneur. This means they have more opportunities to see if people need their services, so they make more sales and referrals.

It’s in your fellow members’ best interests to send clients to you… so why don’t they do it more often?

If you aren’t getting referrals, it’s probably because your sixty second commercial isn’t working.

In some networking groups, like BNI, members get a chance to give a brief presentation to the room, so everybody knows what they do and who they do it for.

You also have the opportunity to speak to your fellow members one-on-one, which often includes giving your elevator speech.

If your sixty second commercial is clear, intriguing, and easy to understand and act upon, people will approach you to see if they can form a referral partnership with you. But if it’s vague, boring or confusing, you’ll have to spend a lot of time chasing potential partners instead.

In the last couple weeks, I taught you how to give a compelling one-minute sales presentation, and I gave you a “did you know…” that will impress potential clients and referral partners with your expertise.

This week, I’ll give you a template that’s specially designed to help people think of potential clients who need you, and to encourage them to send those clients to you.

I call it the “Who do you know?” format.

Who do you know sixty second commercial

Here’s a sixty second commercial that’s designed to get referrals:

Step 1: State your name, position and company.

As with the other two variants, start by establishing  your credibility by stating who you are, what company you work in, and what position you hold.

Unless you’re a well-known guru, your name alone doesn’t give people any reason to listen to you. “John Doe” doesn’t help them to know what you do or how good you are at it.

“John Doe, CEO of Fast Luxury Meals”, on the other hand, tells them you’re a top-ranking member of a company that provides luxurious meals quickly.

Step 2: Give your “I help” statement.

Next, tell people who you help, what you help them to do, and how you help them do it.

A basic template for this statement is, “I help (target audience) to (outcome they want or action they want to take), so they can (benefit of the outcome you offer)”.

For example, you could say, “I help service-based businesses whose client base has grown faster than their ability to serve them to find skilled, motivated teammates to handle the tasks they don’t have time for, so instead of getting burned out and overwhelmed, they can keep growing even faster while doing the work they love and excel at.”

Your description of the client you serve, the problem you solve and the solution you provide should be self-explanatory even to a layperson, and specific enough that if they know someone who needs your help, that person’s face will instantly pop into their mind.

Step 3: Tell your potential referral partners who to keep an eye out for.

Now that you’ve told your audience who you help, it’s time to let them know how they can help you.

Tell them, “I want to help even more people this year, so I’m expanding my business and I need your help. Who do you know who…”

Finish this sentence by describing a few defining traits of your ideal client.

To continue the example above, you could say, “Who do you know who has more clients than they have time for, and who’s burning themselves out and neglecting their family because they’re trying to do everything themselves and they don’t have the time or desire to build a team?”

The traits you describe should be things that people can look or listen for in the people with whom they interact.

Don’t use vague statements, or descriptions of root causes, like “has limiting beliefs or negative emotional patterns”. Those nebulous descriptions could apply to virtually anyone, but they don’t tell people what symptoms to look for.

Step 4: Tell them what to do if they meet an ideal client.

Don’t make your potential referral partners guess how to send a potential client to you or how to promote your services. Tell them in clear, specific, actionable terms.

Let’s continue the example of the team building expert who helps successful but burned-out business owners.

That person could say: “If you know someone like that, and you want to introduce them to me so I can help them keep growing while they focus on the work they love, please tell them, ‘I know a team-building expert who’s great at finding skilled, hardworking teammates to take the work you don’t like off your plate.

“I know you’ve been pretty overworked lately, so I’d like to introduce you to her so you can see if she’s a good fit for you. Is it OK if I give you her email or phone number so she can get in touch with you?”

If you provide a script for the people who want to refer people to you, that will enable them to go straight to making referrals instead of stopping to figure out how to explain your products or services to the potential client.

Step 5: Reiterate your name and company, and share your memory hook.

You just gave them a bundle of information to digest, so now it’s time to make sure the identifying information you shared at the beginning doesn’t get buried underneath that data.

Restate your name and the name of your company, then give them your tagline or memory hook, if you have a good one. This tagline should be memorable, give the listeners a clear idea of what you do, and be catchy, funny, touching, or all of the above.

Ready to share your sixty second commercial and get more referral partners?

You now have the formula for a powerful presentation that gets you more referrals. But it won’t help you unless you have potential referral partners to share it with!

In BNI, we encourage everyone to tell the group who they serve and how, and we use our proven systems and strategies to help everyone get more referrals.

We also actively encourage everyone to send customers to their fellow members. If you want to help more clients and fellow business owners, and to increase your income and your impact on the world, we hope to see you at our next meeting. We encourage non members of BNI to visit many of our chapters and see which group might be a good fit for them.  Visitors are free to visit any chapter two times without joining – why not practice your new sixty second commercial at a few of our chapters. We are looking forward to seeing you soon.

Click here to find a BNI chapter near you!

Image Credit – Adobe Stock

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  1. […] formula, the “did you know?” speech that’s designed to showcase your expertise, and the “who do you know?” version that encourages people to send you more […]

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