The Power of a 30-Second Introduction
This month, I’ve been talking about creating real connections and how to go deeper with your prospects. Not every conversation will lead to immediate business—and that’s okay. What matters is that you’re building relationships that last.
Strong relationships create trust. Trust creates opportunity. Sometimes sooner than you expect. Sometimes much later.
Recently, I wrote about creating rapport that goes beyond small talk. Today, I want to build on that and talk about what happens right after you’ve created that initial connection.
Because at some point, the other person will ask the question:
“So… what do you do?”
That moment matters more than most people realize, not only in a networking opportunity but also when in a meeting.
The 30-Second Commercial (Elevator Pitch)
At Sandler, we call this your 30-second commercial—what most people refer to as an elevator pitch.
Once you’ve established rapport by asking thoughtful questions and understanding the other person’s communication style, the next step is to introduce yourself. This is where things often go wrong, and one of the biggest mistakes I see people make is talking too much.
They give their entire professional history. They explain their company in detail. They list services, credentials, years in business, and client names. By the time they’re done, the person listening is overwhelmed—and disengaged. I am not judging. I understand why. It is the excitement that we all feel when we have the opportunity to shine.
However, that’s exactly why it’s called a 30-second commercial. Because, if you can’t explain what you do in under 30 seconds, you’re not being clear—you’re being noisy.
And clarity is what creates interest and, more than that, keeps the interest.
The Structure That Captures Attention
A strong 30-second commercial has a simple, intentional structure.
First, state your name and role. Briefly. The goal here is orientation, not explanation. They’ll learn more about you later if the conversation continues.
Next, explain the problem you solve. This is where many people miss the mark. They talk about what they do, instead of why it matters. Focus on the challenge your clients face—not your process.
Then, share the benefit. What changes for your clients once that problem is solved? What improves? What becomes easier, faster, or more effective?
Finally, end with a hook.
The hook isn’t a sales pitch. It’s an invitation. Something that makes the other person think, “That’s interesting—I want to know more.”
And then—this is critical—you stop talking.
This structure creates space. It gives the other person the opportunity to respond, ask questions, or share their own experience.
Less Talking, More Connection
Your 30-second commercial is not the time to tell your company’s institutional story. It’s not the moment to prove how successful you are. And it’s definitely not the place to talk about everything you offer.
That comes later—after the other person agrees that the conversation is worth continuing.
The purpose of your 30-second commercial is simple: capture attention and invite dialogue.
Sweet. Clear. Focused.
Who you are. The problem you solve. The benefit you bring. An invitation to keep talking.
That’s it.
If you’d like help crafting or refining your 30-second commercial, reach out to me. You can also book a discovery call here, and we’ll work through it together:
Schedule here: https://meetings.hubspot.com/tatiana-botta
Talk soon,
Tati
