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“Match maker ~ match maker ~ make me a match. Find me a find ~ catch me a catch. Match maker, match maker look though your book and make me a perfect match.” I’m sure many of you recognize these lyrics from the Tony Award winning musical, Fiddler on the Roof. But unlike that story line most of us are not seeking a life mate but searching for a match in business.
Like meeting that perfect companion, making that perfect match for new business can be quite elusive. There are so many factors that come into play. The Yenta factor of meeting the right people, developing a relationship and then gaining their trust in order to get that perfect business introduction can be a very daunting task.
So let’s fiddle around with some of the options to help better the odds of meeting that perfect business match. One of the most overlooked factors in gaining an introduction is the thirty second commercial, aka; elevator pitch. Very few people who network have a great script. Most tend to highlight the same facts over and over and often use terminology that is misleading or makes no sense at all. Many pitches repeatedly focus on one key match narrowing the field of opportunity. How often have you heard, “the best fit for me” or “my sweet spot is”! It can be nauseating to hear a room full of business professionals drone on with the same boring phrases.
In the same vein, when was the last time you heard someone say, “I’m seeking high net worth individuals” or use the term “trusted advisor”? In some cases the “trusted advisor” phrase is appropriate, like when it is used by one of the major accounting firms in New Jersey. Unfortunately that same phrase falls short when hearing it repeated by dozens of portfolio managers in their elevator pitch. Before incorporating a clever phrase you should think about what you want to say and the point you are trying to make. When you take time to incorporate originality and understandable language the results of a new pitch may surprise you. I predict people will actually begin responding to you.
Now let’s fiddle a little more with your pitch. It’s time to get those creative juices flowing as you set your sights on fine tuning your script. Expand your match making pitch to include other areas that are relevant to your business. For example, if you are in the residential mortgage business everyone knows you are looking for new home owners and those interested in refinancing. We also know this is currently a very depressed market to say the least so be creative and have more then one pitch. Try one that includes bankers and credit unions. I assure you most people in your network don’t realize how effective this match would be for you. They need to know ‘all’ of the areas that work as a referral base for you. Never assume everyone knows all the ways they can help you succeed.
Another example is for those “trusted” portfolio advisors who focus on high net worth individuals. Where do you find these high net worth individuals in this economy? It’s time to get creative. Consider looking into connecting a portfolio manager with a Personal Injury Attorney? Think about that Yenta factor ~ it may sound obscure but it is a perfect match. Personal Injury attorneys service individuals who receive huge windfalls and have no idea what to do with their new found wealth. They are sometimes awarded millions of dollars and have no one to guide them on how to invest it. Viola! ~ suddenly they are high net worth individuals. Perhaps they would feel secure if their attorney recommended someone to help them ~ perhaps that someone being you!
There is no full proof formula for creating the perfect networking pitch. Maybe it’s time to just fiddle around with all the knowledge, benefits and strengths you bring to a client and then write them down in a logical no nonsense, sincere script. Be yourself, rehearse your pitch and bravo ~ you too may find award winning results.
Copyright © 2008, RS Putt
Robert Putt, Director, American Business Associates (ABA-NJ) business development organization, a published restaurant critic for the Times-Ledger Newsgroup, N.Y as well as contributing expert to NJEntrepreneur.com and Pros4Pros newsletters. Robert Putt is also the founder of, RSP Associates, restaurant consulting group. For public speaking requests contact 201 218 8108 or RSPutt@verizon.net
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Networking 
