Editor’s note: Paul Kirch is CEO of ActusMR Inc., a Lewisville, Texas, business and sales consulting agency. Kirch can be reached at 214-295-6111 or at pkirch@actusmr.com.

Today’s business world is hypercompetitive yet the focus on differentiation appears to have disappeared from so many companies. Our industry seems far too comfortable living in a me-too realm. This statement isn't just my opinion. It’s based on many conversations with business owners and executives who have told me that they either can't differentiate or they haven't taken the time to do it.

Recently, a senior executive at a large Honomichl top 50 firm confided that his company had given up on trying to differentiate itself. That’s a scary thought. But for so many, they live in a world where they believe their offering is the same as their competitors so why try to create a unique approach? Of course, on the flip side, some firms claim they have come up with a differentiation message but it sounds exactly like their competitor's message; they believe they’re different but often aren’t really listening to the marketplace.

Elevator speech

One of the greatest ways to deliver a unique message is related to how you network. By structuring a well-crafted elevator speech, you can easily identify some of the "why us?" statements related to your company. The idea is to formulate a 30-to-60-second pitch (shorter is better) or story about your company, why it's unique and what your "WOW!" factor is. Unfortunately, most people don't take the time to develop such a message or they end up with something that is watered down and very much a me-too statement.

It's hard to stand out if you don't take the time to figure out what makes you unique. My goal for networking events is to be remembered. That way when I follow up with my contacts, there's an instant connection. More importantly, the hope is that they reach out to me because they need what I'm offering. (It happens more than you might think.) I've found that being consistent in my message gives me the advantage of always getting my point across and strengthening my overall brand recognition and positioning. It gives value to my brand and it helps people feel that I know what I'm talking about. I don't sound scattered or rambling when someone asks, "So Paul, what do you do?"

Formulating a strong elevator speech takes some effort but the best part is that it helps you perfect your overall messaging. After all, one of the elements you need to explore is your positioning. An elevator speech is a networking tool but it's also a very simplified message about your brand and positioning. It's always much harder to create a simplified message that has cachet than to try and expand upon a simplified message. Therefore, taking the time to craft your networking message helps you better define how you want to talk about your brand.

Six questions

So, where do you begin? I like to start by asking six questions:

  1. What is your service offering? (What do you specialize in selling?)
  2. Who is/are your target market(s)? (Who do you sell to?)
  3. What is your revenue model? (How do you make money?)
  4. What is your staff background? (What are your strengths and experience levels?)
  5. Who is your competition? (Who are you selling against and what do they do?)
  6. What is your competitive advantage? (Why do you excel?)

If you don't have an answer to the last item on the list then I'd highly recommend you start digging. A simple method I like to use is called the PAR formula:

Problems. What problems do you have to address as part of your business? If you’re a data collection company, you might deal with various client needs, which would be listed as the "problems" you solve on a daily basis.

Actions. What steps do you take to solve your clients’ problems?

Results. What are the results that you provide to those problems?

The key to PAR is to go deep. Don't look only at surface answers. You might provide survey programming and your client may have a questionnaire. However, you need to be thinking more about what your client really needs from a benefit perspective. Do they just need a survey programmed or are they looking for security, knowing they're dealing with someone who can help them look good? Maybe they are stressed about problems they've had with their client and they need to have confidence that the data results will be right. If you ask them what they need, they’ll probably tell you programming, but they’re coming to you expecting to be taken care of beyond the technical piece. We often get fixated on the services we offer and think that's all we do. This is why so many people think they are providing a me-too solution. Go deeper and look at the benefits you provide with each offering and I guarantee you’ll see a bigger picture for your services.

Want to identify benefits? Simply add the words, "which means" on the end of any service offering or feature and provide an answer. For example, "We have a team of experienced survey programmers who grew up in research, which means you'll be confident that your study will be set up correctly, giving you accurate results you can rely upon." Looking at this further, you might say, “This helps you deliver reliable results to your client, who will trust the research provided, allowing them to make better business decisions, which creates a loyal customer. And loyal customers mean more revenue.” Go as deep as you can and look at why people really buy from you. What’s the benefit to them and in turn, what benefits do you receive? It can be a time-consuming exercise but also business-transforming.

Develop the hook

Once you have your answers to the six questions above and you've looked at your PAR formula, it's time to develop the hook for your message. The hook is the "wow" or the "why" people buy. Focus on a creative message or one that you believe is memorable and you'll really be on the right path. An elevator speech or networking message needs to give you a chance to pique their interest so they can learn more. From there, the formula for creating your message is pretty straightforward. You're dealing with a 30-second message, optimally, so that translates to approximately 150 words. You want to make sure you leverage the hook as a means to draw them in. Passion and enthusiasm are critical components to make them see that you really believe in your own message. After all, people respond when they feel you’re sincere and that you’re excited about your company and its offerings. Your excitement often becomes their excitement.

The request

The final piece to an elevator speech is the request. One of the greatest opportunities at a networking event is to connect with several people. Use the request as a means to secure the next conversation without rudely moving on to someone else. Something such as, "I'd really like to talk more about your business. Can I call you on Tuesday and we can continue from there?" Or "I've got a report I want to e-mail you that I think you may find valuable. I'll then follow up to schedule a meeting. Would that be OK?" If you truly see a match between your offering and their needs, always ask for that next meeting and try to be specific about when you'll follow up.

So many people play the game of collecting business cards and never following up – or at least they don’t give the impression they really want to work with the other person. Always focus on making them feel like you value their time. Between that and a well-crafted elevator speech, I assure you, they'll remember you and they'll see that your approach is truly different from the rest. Please keep in mind that, for your efforts to pay off, it’s critical that you follow through and do the follow-up tasks when you said you would. This should help solidify the start of the relationship.

Share it

If you have a message you like, it’s time to share it with your colleagues and get everyone saying the same thing. In today’s world, more than ever before, you need a consistent message. After all, the competitive noise that clients are exposed to leads to confusion about what company does what. Unifying your message and speaking with a single voice is important to your brand recognition. It’s amazing how often leaders within an organization have no idea what everyone is saying to clients. Within that same organization, every employee could be saying something totally different, adding more noise and more confusion, which does nothing to complement your brand.

Pose a question

Another powerful way to differentiate yourself is to pose a question. I might ask something like, “What’s your biggest concern for your company and its future?” To that, I know some of the answers they might provide. I can respond with a message emphasizing ways we can address their concerns. The person I’m talking to and the way the dialogue is flowing determines how I’m going to respond. I also don’t provide all of the answers. One topic that comes up is what I call “unhealthy business practices.” This is where I respond with points about lacking solid messaging and the importance of everyone stating the same thing to the marketplace. I can talk about differentiation and an absence of synergy across business groups such as sales and operations.

I have a laundry list of things I can discuss. The point is, I’m ready to address any questions they might have. My key is to get that next appointment, where I can really close in on areas I believe they care about. I research their company through Google, LinkedIn and other avenues to see what I can uncover and I ask my industry connections for any insight, so when we do talk, I’m prepared.

A clear vision

Even if you never attend a networking event, crafting an elevator speech can give you a clearer vision of your brand. It can help you formulate solid voicemail messages and it can create synergy by getting everyone on the same page. With our busy days, it may seem impossible to find the time for such exercises. But I have seen the rewards for those who do. It also can be a really fun way of getting teammates to work together creatively.

So when the elevator doors open, will you have a compelling story to tell? Up or down, with the right message, I guarantee you’ll enjoy the ride.