What makes a good marketing moment?

One hour.  That’s how much time you have in front of your BNI associates to teach them who to sell to and how to do it effectively.  And almost 90% of that is with your Manager’s Minute.  That makes the 60 seconds a week crucial to your success. 

Most people learn by repetition.  Additionally, they will be “focused” only if the topic is interesting to them.  Quick retention requires a simple and direct message.  So, this means your Manager’s minute must be simple, to the point, attention-getting, and repetitive week after week.

The biggest mistake most of us do is to “wing” our message.  This causes two problems:  First, we are crafting our message while our associates are giving their messages.  We can’t learn to sell for our associates if we aren’t paying attention, now, can we?  And as we have said before, if you want referrals, you have to give referrals.  If you aren’t listening, how can you hope to give referrals?  The second issue is that your message will not be polished.  As you stumble through it, your associates become distracted by your stumbles.  You have just wasted 2% of your time available.  THE FIX:  Write your pitch ahead of time and PRACTICE!

 

Now, write this down!  From the MSP book, the the Manager’s Minute is:  Introduction:  18 seconds in which you say your company name, products, and services.  Then, 20 seconds you share a story of how you helped a customer or how you are better than the competition.  The next 10 seconds, you state who would be a good referral for you.  And the next five seconds is a call to action – “I would like an introduction to…”  The final seven seconds is a “memory hook” – your tag line or slogan that sums up your business and advantage to customers. 

Another way to do this is with the four P’s:  PROFILE – What type of client is most successful for you?  Who is excited by what you offer?  PROBLEM:  Describe an issue you have resolved.  PRODUCT:  What is it you did to fix the problem?  PROSPECT:  So today, who are you looking for like this profile?

 

One final tip:  Never use these words:  Anyone, somebody, everyone…..

 

Simple, direct, attention-getting, and repetitive – stay with these guidelines and your Manager’s Minute will be productive.