Making the most of your sub
May 11On Friday regular sub Johnny Mindlin mentioned he’d written a document on ‘Making the most of your sub’ and in true Green Shoot style it also includes a podcast (its very entertaining!). Silly Summer season is fast approaching, and making the most of your sub while your off to sunnier climbs, ensures those referrals keep rolling.
MAKING THE MOST OF YOUR SUB by Johnny “The Sound Man” Mindlin
Top points:
- Talk to your sub – it’s like a 1-2-1.
- Make their script MORE focussed than your own.
- Keep it short: 60 seconds = 150 words.
- Choose only one aspect for them to talk about.
- Write the script in the third person.
What’s the point?
BRX Members who can’t get to a breakfast with their group are encouraged to send someone along in their stead; a “sub”. As a fairly regular and experienced sub, I have come to realise that, for most people, this is a somewhat troublesome chore.
Wrong!
Having someone represent your company at a BRX breakfast is a fabulous opportunity to show another side of your business and even get what amounts to a third-party endorsement!
A sub who simply reads out something cut-and-pasted from your website could actually do more harm than good by trying to read out loud something intended for print, stumbling over words and missing the point entirely.
Solution
Talk to you sub. I know, I know, this is an outrageous suggestion but think of it as a short, telephone 1-2-1. If the sub actually knows something about your business, they are perfectly likely to have a referral for you themselves! Also if I, as a sub, read out your script and I actually KNOW something about you, I will be more convincing and, wonder of wonders, I may actually get you some referrals WITHOUT YOU BEING THERE!
What to write
Which brings me onto the point of the point of subs: To get you referrals!
Having spoken to the sub, send them a script for their (your) 60 seconds’ presentation. The script you send them needs to be more clear and focussed than if you were doing the 60 seconds yourself. Ask for a clear, specific type of referral in the script. Choose one (only ONE) type of ideal referral and put in a request for just that type.
And KEEP IT SHORT!
60 seconds = 150 words
Or Less is More.
If you give your sub a 3-minute script (450 words) it will not all get read out and, if it is, the audience will get bored! So keep it succinct and simple.
You talkin’ ta me?
When you use a sub, there is simply no point trying to introduce your company to new members and guests. They will need your sparkling personality and/or pretty face in order to remember your business, so aim your script at the other regulars: ask for very specific referrals and KEEP IT BRIEF!
Look who’s talking!
I can’t pretend that I’m really you and no-one would be fooled if I tried. So write the script in the third person: go through it and change all the “I”, “we” and “us” to your company’s name or “they” as appropriate. If you do it well, it will sound like a testimonial!
If you do all the above you will get better service from your sub and we subs will be more willing to help you!
Thank you for your attention and your breakfasts!
Johnny “The Sound Man” Mindlin
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