What Happens When You Microwave Ice for 30 Seconds?

By Spot200 Contributor, Marshall Cohen

Nothing. The ice is still freezing cold. Are your 30 seconds communicating to business leads as cold as ice? Whether you work in advertising or public relations all the ideals and notions are the same when presenting your 30 second pitch. There are many communication professionals who convey various theories on this topic. According to author Milo O. Frank, 30 seconds is all you need to get your point across.

Realize we all have our time constraints and short attention spans. Also, understand there is a win-or-loose battle the second you dial your contact. Who is your contact? In public relations reporters may be upset if you call the wrong beat. Conduct your research and discover who the decision maker may be. Get to know the contact before you call. Do they serve on any civic or charitable boards? Does the contact go to the same Church as your Aunt Dotty? Did the contact recently achieve an honor such as an award? Research how their business is running. Have they been acquired recently? Use this to your advantage during your introduction. A personal connection cannot be falsified.

Finding the right approach may be daunting if there is a lack of personal information. I believe its okay to ask a simple non-abrasive question such as, “how is the snow in Chicago today?”

This is them moment of engagement. The person on the other line has a good feel for what the next 20 seconds will be like. Tell them what you need with a no-muss or fuss attitude. Please do not sugar coat your words. Be as direct as possible. The respondent will sense fear.

Frank points out the need to develop a personality hook. This has to be very genuine. Individuals may call prospective clients with an overkill happy joyful voice. We do not talk this way often. My grandmother always told me, “no matter what people say, just do…you.” In other words, don’t pretend to be someone you are not. In addition, no one enjoys working with a robot, so why act like one.

So now you got your direct point across. I am guessing if the other party is interested you need to own up to their demands and your promises and be prepared to offer further information. Using cheat sheets, Web content and press releases make this step easy. You’re in the game. Always send a hand written thank you card for their time.

If you get a four-letter word, mellow out for three seconds and say “thank you.” Do not burn any bridges even if you believe you will never cross paths…you will.

During the pitch sometimes we get negative feedback but still have an opportunity to place ourselves in good graces. They may automatically think of you when they need your services. Also, find a reason to call the company back. If you generate three callback scenarios you have another opportunity. For example, you can lead the conversation to discuss other services you don’t offer and refer them to another vendor. That vendor will likely refer you in the future.

Finally, closing the deal is not the end. This is now your client. The service does not stop at five o’clock. Services go home with you, into the night and on holidays. A client once asked if we could sell water from Mount Everest. I knew this was impossible for the company to manage; however, I played their game. In the end, they will eventually realize dreams can die and they will commend you for trying.

The deal is closed, the fee is paid and the services are complete. What will keep them coming back? This reminds me of an episode on the American version of the television show, “The Office.” They try to win back their old clients with gift baskets and failed. The superior service they received from your initial call to the end of the project will keep them coming back. This will also generate referrals. The referrals then open a whole new network of clients.

This is what the 30 seconds is all about in any industry. Non-profits use this method to fund their programs. For example, a former colleague of mine from the San Diego Zoo coined the phrase, “Extinction is forever.” This became their mantra, pitch and their core belief. Three words can strike a core with people. Think of how many words you can say in 30 seconds. This is also an example of emotional appeal. Emote with the contact. Does it sound like they are having a bad day? Please no therapy. You can simply state, “I understand.”

For some people, they will never understand why the first 30 seconds are so important. The ice will melt eventually and so will the call. Don’t end up with a puddle.