Stop the Epidemic!

Americans are falling asleep at the wheel in record numbers. Air traffic controllers are dozing off on the job. Even Vice President Joe Biden couldn’t keep his eyes open during President Obama’s recent budget speech. This country has fallen victim to a major epidemic–boredom!

The boredom bug has also infected business. While attending a recent networking event, I worked the room to meet as many professionals as I could.

Introductions would go something like, “Hi, I’m Jonathan Fitzgarrald, what do you do?” The response would typically be, “Hey there, I’m Mary Jones, and I work at a bank,” or “Hi, I’m Eric Brown, and I work for a non-profit,” or “I’m Deborah MacIsaac, and I’m an attorney.”

Now was my turn to further the conversation, but neither Mary, Eric, nor Deborah had given me anything specific about who they are or what they do to suggest a follow-up question. Because their introductions were so generic, I quickly lost interest. Perhaps this is one of the reasons why so many professionals hate to network — it’s a chore!

So, what’s the cure to the boredom bug? Storytelling!

Whether meeting someone for the first time, giving a brief introduction in front of a group, or pitching a prospect for business, share a brief (under two minutes) story or anecdote that demonstrates the value you bring to a business transaction. Give others a window into who you are and what makes you unique. Share enough details and specifics that those within earshot can form a mental picture of what you do.

What would have made the networking event more effective and enjoyable for everyone there would have been introductions like, “Hey there, I’m Mary Jones with Wells Fargo, and I specialize in opening new lines of credit for entrepreneurs in the biotech space. Recently, I was able to secure a $500,000 line for my client, John, who is looking to hire two new employees.”

Or, “Hi, I’m Eric Brown, and I work for a non-profit that places at-risk youth with foster families. For example, I recently worked with Jose, a 16-year old kid who was in a gang and got mixed up with drugs and alcohol. I found him a family who got him enrolled in school and even assisted him in getting a part-time job. Jose is on track to becoming a productive member of our community.”

Providing specifics will not only engage those you meet, but will also undercover any business opportunities that may exit between you. If your introduction is simple enough, it will enable those around you to share it with others they meet. Think of it as enrolling others as part of your sales force.

Professionals with strong, personal brands are engaging storytellers. Specific examples from childhood, a client transaction, or a “lesson learned” can be shaped into an elevator speech or the introduction to a presentation.

For most of us, storytelling doesn’t come natural. Seek out communications or presentation coaches who can guide you in the process, and stop the boredom bug in its tracks!

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