A comprehensive guide to introducing yourself and your company, demonstrating that you can most effectively portray your expertise. Includes everything from understanding the business situation when introducing yourself to handling tough introduction situations. Graphics and text in a 14-page presentation.

1. Introducing: YOU!
© Expertise Marketing, LLC( All rights reserved. For reprint permission,
contact the authors.

2. 2
Introducing yourself is the bedrock of expertise
marketing . . .
But doing it
can make you
feel anxious
and awkward!

3. 3
Introducing yourself means you . . .
• Have to adjust from “comfort”
(focusing on others) to “discomfort’
(focusing on YOU)
• Have to articulate the place YOU
believe yourself to be on the
expertise ladder.
• Have to “live up” to the claims you
make about yourself. By saying it, it
becomes true.
• Have to overcome what you may
have been taught was “boasting”
• Have to be willing to handle tough
questions -- even discrimination

4. 4
Introducing yourself can be . . .
SCARY
!!!

5. 5
What are the business situations in which you
must know how to introduce yourself?
• To a potential client or competitor you’ve
never met before
• To an editor when introducing an article idea
• To a university teaching contact
• To a speech program planner for a speech
COLD
• At the beginning of a speech
• In preliminary selling meetings
• In social business situations
• To a client at a project kick-off
• When doing interviews for a project
WARM

6. 6
WARMCOLD
It helps to remember your introduction is not just a
painful social requirement . . . it has a purpose!
Remember:
You introduce yourself AND your company.
You can control the reaction you get by your confidence
and social maturity.
It takes practice!

7. 7
Who?
Why the contact?
Get affirmation
Who?
Why the contact?
Get affirmation
Who?
Why the contact?
Get affirmation
FRIGID
COOLER
Affirmation &
Experience
Affirmation &
Experience
Affirmation &
Experience

8. 8
Acknowledge situation
Who are you?
Acknowledge & build
Who are you?
Acknowledge situation
Who are you?
Acknowledge & build
Who are you?
Acknowledge situation
Who are you?
Acknowledge & build
Who are you?
TEPID
TOASTY
Experience
& Rapport
Experience
& Rapport
Experience &
Rapport

9. 9
Hello, my name is __.
I’m a ___ at [name of your firm], and I'd like to talk with you about
___. Is this a good time?
Well, in my experience cite background, cite expertise-based viewpoint.
It seems that your readers/audience/students could benefit from this
type of new information.
Do you think it might make sense for an article/speech/class on this
topic?
Great! By way of a context for our conversation, [name of your
firm] is a [consulting] firm that specializes in [your firm’s specialty].
My expertise is ___. I’ve discovered that many companies have
been challenged lately with ___.
I’d like to [write an article/speak to your group/teach a class] on
___. What do you think?
Affirmation & Experience
Who?
Why the contact?
Get affirmation
FRIGID
Who?
Why the contact?
Get affirmation
COLD
Affirmation & Experience
Who?
Why the contact?
Get affirmation
COOL

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Experience & Rapport
TEPID
WARM
Experience & Rapport TOASTY
Acknowledge situation
Who are you?
Acknowledge & build
Who are you?
Acknowledge situation
Who are you?
Acknowledge & build
Who are you?
Acknowledge situation
Who are you?
Acknowledge & build
Who are you?
It’s nice to meet you, [name].
As you know, I’m ____, and I’m a _____ at [name of your firm].
I’m glad to be here at ____. Thanks for inviting me.
As you know, I’m here today to describe your purpose.
As you may recall, [name of your firm] is a [consulting] firm
that specializes in your firm’s specialty.
In considering your situation, I looked back on my state your
particular expertise. With that in mind, I’d like to discuss
name of your topic.
Specifically I’m going to describe your topic.
I can certainly understand your repeat the listener’s viewpoint.
This situation reminds me of . . . relate an anecdote that
describes your expertise related to this discussion.

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Learning how to handle tough situations is critical
for a successful introduction
“What do you mean with all the jargon you just told me!? That sounds like a bunch
of consultant-ese if I ever heard it!”
“Tell me specifically about the work your firm has done for other clients.”
“How much in profits has your firm contributed to your clients?”
“I’ve never heard of your firm before. What unique things have you done?”
“You’re a senior consultant? And you’re only how old?”

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Practice the answers to common questions
“What does your firm do?”
[Name of your firm] is a firm that specializes in your firm’s specialty.
“What do you do at your firm?”
Practice saying your expertise statement!!
“What are some of the client challenges your firm has worked on?”
Types of client problems your firm has solved:
List three!
Results / Improvements seen in _________:
List three!
“Who are some of the clients you’ve worked with?”
Name the ones most likely to be meaningful to the listener. And those that are the
most favorably viewed by the external world.

13. 13
Other questions may include:
“What have you done in OUR category?”
“How do you assess whether your work has had a positive impact
on your clients’ business?”
“How do your clients measure your work?”
“What has been the average return on investment from clients who’ve
hired your firm?”
“How have you responded when your clients disagree with your
recommendations or approaches?”
“What does your firm do when clients do not implement your
recommendations or approaches?”
“Does your firm share the financial risk of the programs / solutions
you develop?”

14. 14
From awkward to Ms. or Mr. Expert . . .
introducing: YOU!
TIPS FOR EASING THE TRANSITION
• Understand your listener’s
discomfort too.
• Acknowledge that you are, in fact,
introducing yourself.
• Emphasize “reasonable.”
• Add “color” incrementally.
• Believe that you have something of
value for them.
• Know your stuff, and get
comfortable talking about it!
• Build on your listener’s increasing
acceptance.

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(T) 1.978.287.4444
(E) slowe@expertisemarketing.com
(W) www.expertisemarketing.com
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