I was absolutely thrilled to see the public vote with their feet in this year’s contest for the Christmas number one.  And it’s a great example to remind everyone that it’s the public who control what happens, not some well-designed marketing formula that has worked well for a number of years.

Unfortunately for Simon Cowell, I think he’s become a figure some people love to hate, which no doubt fuelled the desire to ensure he didn’t get everything his own way.  But that has always been the case – customers like to feel they’re in control, not the other way around.  And that’s exactly how it should be (which is why there has been the most horrendous backlash against the Iraq war).

So, how can you harness the ‘power of the people’ in your business?

1. Listen to your customers – what are people saying about you?  Are they happy, or are they leaving dissatisfied.
2. Ask people what they think.  With modern technology, people could be writing complaints about you online without you even knowing they weren’t happy.  It’s always better to ask and deal with any issues immediately.
3. If people are happy, ask if they will put something in writing or whether you can quote them – testimonials give people a great deal of confidence in your abilities and can be used in your marketing materials.
4. Be nice – manners cost nothing and this is where Simon Cowell comes unstuck – he can be just plain rude.  I actually don’t watch X-Factor for that reason – I have no time for people being nasty to others – and neither do your customers.  If you’re a likeable person, customers will tend to stick around.
5. Get your customers and prospects together.  If you can find a way for these two groups to meet, your happy customers can do your selling for you.

Remember that the days of business being done to people are long gone – they now have a very siginificant voice.  If you’re in any doubt, just take a look at ‘United Broke My Guitar’ on YouTube.  It’s been viewed over 719,000 times.

You have just seven seconds and your first twelve words before someone has created an impression of you.  They then spend the rest of their time with you trying to find evidence to back up that first impression.  And, once it’s made, it’s almost irreversible.

So, if you were stuck in a lift with Richard Branson and had seven seconds to tell him what you do, what would you say?

This is “your one moment to impress or depress, depending on what you say and how you deliver.”   Rob Brown, How to Build Your Reputation.

Our top tips for a great elevator pitch are:

1. Tell people about you – not your job description (are you an accountant, or do you save people tax? Which introduction do you think has people wanting to know more?)
2. Make great eye contact when you’re speaking
3. Smile
4. Deliver your elevator pitch with passion and enthusiasm
5. Prepare – know what you are going to say
6. Have 7-second, 5-minute and 10-minute pitches prepared
7. Don’t forget to ask the other person about them (listen to their answer, so you can ask another intelligent question)
   
8. Be specific about who you are, what you do and what makes you different
9. Create a picture and tell a story if you can – give people your message in technicolour and put them in the picture
10. Be careful of invading people’s personal space

Someone probably asks you every day what you do for a living, but do you take full advantage?  Having elevator pitches prepared will mean you never have to miss that golden marketing opportunity.

Last night I read an article in my latest Sainsbury’s magazine about how to flirt (don’t ask why I was reading it, as I’m very happily married!)  Anyway, back to the point; the writer gave some top do’s and don’ts and I realised they were all just as relevant to marketing and networking, so I thought I’d share them with you…

Definitely Do:

• Find something to compliment
• Listen to what the person is saying and ask questions
• Nod while listening and smile
• Find out the person’s status early in the conversation (In networking, this might be their job title or company)
• If it seems the person is interested, introduce the idea of a future meeting

It sounds like common sense to me, but how many of us honestly stick to these rules?

Definitely Don’t:

1. Under no circumstances touch the person
2. Do not invade their personal space
3. Do not lie
4. Watch your language
5. Don’t advertise something that you have no intention of delivering

You’d think just from the bullet points that I’d been reading the top ten networking rules, as they apply just as well.  And, just as some people break the rules in flirting, some break the rules in networking – to their detriment.  You’re only as good as your reputation, and once you’ve lost it you’re in trouble.

They say you never get a second chance to make a first impression – sticking to these simple rules will make sure you don’t fall at the first hurdle.