Look, if you had one shot…
One opportunity to seize everything you ever wanted…
One moment…
Could you capture it…
Or would it slip away?

How prepared are we to talk with consumers and those that may have questions about beef or the production practices of our industry? I am in San Antonio for NCBA winter conference as I write this article. It was one part of the topics discussed yesterday by Troy and Stacy Hadrick at the Master of Beef Advocacy (MBA) commencement. I’ll only do a brief plug for the program by asking a question. If someone gathered the basic facts for you to equip yourself to speak well about your industry would you take the time? If the answer is yes than I encourage you to invest the effort in the MBA classes.  You can do this by contacting Daren Williams at dwilliams@beef.org.  Also, you can check out all the efforts from Troy and Stacy at http://www.advocatesforag.com/.   

What I will talk about here is what is termed as an ‘elevator speech’. It tells who you are, possibly where you are from and something that can help you connect with a listener -- in 30 seconds. It’s just like a commercial – about you.

If you haven't prepped an elevator pitch for an opportune moments, it will be less likely that you can make the connection. But if you've done your homework, you'll be ready to take advantage of those brief moments and the opportunities they can  provide.

Before you say anything, try to understand whom you’ll be talking with. Try to stay away from industry-specific talk and terminology. Your information should be targeted and useful to connecting with the listener.

Don’t blow your chance to make a good impression. This isn’t the time to present a heavy sales pitch for you and your operation. Instead, make your presentation a compelling “commercial” that tells a little about you as a person as well as what you do.

In general the American public has an affinity for rural America, family operations and a romance with the cowboy persona of the beef industry. If these can fit into your speech, all the better.

You can even add the sentence, “And what do you do?” Being a good listener helps develop rapport and gives you clues about how to discuss different concerns the individual may have. The first goal should be to listen to them and learn about their concerns. Then, if it is necessary, you can then tell your story, showing your expertise and helping dispel any myths or concerns they might have.

 
Think of the numerous places you can use your 30-second commercial: networking events -- job fairs -- voicemail messages -- unexpected networking opportunities: a party, the sidelines at a child’s game, political event, etc. -- information interviews. The grassroots effort our industry needs will start small, one individual at a time.

Finally… practice. Take the time to craft a good 30-second elevator speech. Write and rewrite it until you like it. Then memorize it. You want to be able to talk about start a conversation in any situation, no matter when or how it arises. If you’re prepared, you’ll look more professional and you’ll know just what to say without hesitation or missing an opportunity.

If the first attempts don’t give you the results you want, change your speech. There’s a lot of information out there regarding an elevator speech and how to make it effective. Just take some time and look it up. The purpose is to connect with people and promote the industry (and yourself). Write and memorize your elevator speech to help make that happen.

This is just one way in which we can get involved and become proactive in promoting a way of life we all love.

 I’ll end with a quote Troy used yesterday from Louis L' Amour

"There are good men everywhere.  I only wish they had louder voices."