Most people find it hard to introduce themselves and their company in English at events and trade fairs. Most people talk and talk without thinking first.
Selecting what information is interesting and relevant to the other person can be a challenge.
Here is a communication technique I found which helps a lot – ‘the 1 minute script’. It´s concise and impacting with 5 simple steps:
1. “We work with….”
2. “Who have a problem with…”
3. “What we do is…”
4. “So that…”
5. “Which means…”
We work with: Be specific about your target market (Type of business, location etc)
Who have a problem with: Focus on what hurts for them, their main problem that gives them headaches. People pay attention and respond more to negatives.
What we do is: Explain how your product/service solves their problem. Be clear, simple and concise and write one sentence of 15 words or less.
So that: Explain the function the client that the customer receives. For example, Blackberry enables you to instantly receive and send emails from anywhere in the world.
Which means: List the top 2-3 benefits.
Here is my company´s ‘1 minute script’:
“We work with busy managers and professionals of companies that work more and more in international environments. Who have a confidence and effectiveness problem when speaking, meeting and presenting in English with international colleagues, customers and suppliers. What we do is we use our 15-20 years experience as managers and professionals to give practical English training to develop the skills and confidence needed to speak, meet and present in English with more confidence. So that professionals and companies quickly build the skills and confidence needed in business and English. Which means that your company achieves its targets and can work with the international clients and suppliers you choose to work with”.