When talking to new people, it's important to understand how to communicate who you are and what you and your business do the right way.
I've been attending networking events for a long time, and we are often sold to before there is any form of understanding, learning, or even listening.
No one likes to be sold to at first contact. First contact is the time to be curious about what the other person does and understand the potential synergies between you.
There is a very simple framework you can use to make this process much easier and improve your communication skills.
I've put it below, and I encourage you to use it. The more you use it, the more effective it becomes.
Framework
It’s important to understand the difference between:
• Sales: Asking people to buy your product or service.
• Promotion: Telling people what you do.
• Branding: Clearly communicating your value to a specific target audience.
The goal is to help you understand each other’s businesses well enough to make meaningful referrals and introductions as your trust and relationships grow.
When introducing your business, include:
1. What you do – your product or service.
2. Who you serve – your target customer.
3. Why they need you – the problem you solve and the value you provide.
This helps others recognise and understand what you do, identify the right opportunities to refer you, and connect you with the right people.
If someone knows how to refer you and your business, it's also highly likely that they will come to you first when they have a need themselves 😉
Remember: Branding isn’t about being seen by everyone; it’s about being understood by the right people.
I've put below how this framework relates to me and my own business.
What I do: I run Gambit International, a brand and communications studio for founder-led businesses. Unlike a traditional adviser, I get in and execute — brand story, messaging, website, campaigns — not just strategy on paper.
Who I serve: Founders who've stalled, are gearing up for investment, have outgrown their original brand story, or are getting ahead of growing pains as they scale.
Why they need me: Most founders are sitting on a business worth more than their current story tells, and that gap costs them in time, valuation, deals, and the calibre of people they attract.
Always happy to compare notes if anyone's wrestling with their own positioning and messaging.
Have a go yourself and post your version in the comments. You just might surprise yourself.