In most structured networking groups, each member is given 60 seconds at the beginning of the meeting for a “commercial”. There are two primary purposes for this brief presentation:

1. To educate those who are unfamiliar with your basic marketing message, and

2. To train and motivate your referral partners who are your part time sales staff.

When you first join a networking group and whenever there are visitors at a chapter meeting, you will want to use the first 30 seconds of your commercial to deliver your basic marketing message or “elevator speech”. Even when only your fellow members are present, you will want to return to this speech occasionally to refresh their memories.

You can use the remaining 30 seconds of your 60-second commercial:
1. To teach your fellow members something new about your business,
2. To ask them for help with a specific marketing goal,
3. To share a testimonial or story about ways in which you have helped your customers,
4. To identify the ideal lead or referral partner.

When you are satisfied that your referral partners know your basic marketing message and there are no visitors in the room, you can use the entire 60 seconds for one of the four topics mentioned above. Testimonials are a particular effective way to educate members. Remember, facts tell, but stories sell. It is surprising how easily stories are remembered and related by referral partners to someone they know and can refer to you.

When asking for help in your 60-second commercial, be as specific as possible. “I would like to meet the head of the relocation department at XYZ Company”, is more likely to get a response than, “I would like to meet anyone involved with relocation of employees.” Someone in the room might know an executive at XYZ Company who could introduce you to the head of the relocation department. It is less likely that someone would specifically know the head of a relocation department.

End your commercial with a catchy slogan that incorporates humor or alliteration and is therefore easy to remember. Anything that makes recall easier while your fellow members go about their daily lives will increase the likelihood that they will recognize and capture a referral opportunity.