One thing that I have noticed is that George has perfected his “elevator pitch.” He is ready to give this at a moments notice, and it is effective in reeling in potential clients. He keeps it short and sweet, while emphasizing his company’s success and what it could mean for this potential client. The keys to creating an effective “elevator pitch” are to make sure you craft it around a goal, explain what you do and how this ties into your audience, and emphasize your unique selling proposition. It is crucial to practice this and be confident in your delivery. You want to be as convincing as possible in such a short time frame. Elevator pitches are useful in any situation- in applying for a job, in selling something, in trying to open an argument and more! So, this is an important skill to master. George also always tells me to "find your sentence." This "sentence" is the most concise version of yourself when it boils down to it. His sentence is: I book guests on TV shows. When George meets someone important and wants to share his elevator pitch, yet does not have enough time, he says "Hi I'm George Uribe and I book guests on TV shows." It seems so simple, yet many people do not think to do this- and it is very effective!
Guestbooker’s unique selling proposition is based around their strengths of quick response, a strong team, and quality relationships with both their clients and TV networks. Guestbooker is extremely niche- they book guests on TV. They focus on that and are VERY good at it. They truly emphasize the power of having a good team. Their company’s culture is a team of 18 experienced bookers with their own unique backgrounds and connections to various networks and clients. The company focuses on hiring people who fit into the culture and thus they all get along and are genuinely friends. Due to the fact that they have bookers in the US and in London, they are available to be reached via telephone or email 24/7. This gives them an extreme competitive advantage as the news never stops. Things are constantly happening in the world and at least part of the Guestbooker team is always awake and ready to act on it. Additionally, the team is tight knit and informed as they all have access to their mainstream email. This keeps everyone on the same page, enhances communication, and allows for the team to quickly respond as soon as anything happens. However, everything does not solely go through that one email. Every client they take on is given one point of contact- one team member they can contact for anything they may need.
Their bookers think like the newsrooms because that is where they came from. For this reason, they have such strong relations with networks like ABC, CNN, Fox, NBC, CBS, Bloomberg, CNBC, Fox business and more; and know not to waste their time with bad guests. They know when to pitch and are very attune to the news cycle. Due to the relationships and trust Guestbooker has from these big companies, their clients have great potential for opportunities to speak on major news channels. They are on the receiving end during breaking news and are constantly reached out to with many opportunities for their clients. Guestbooker takes advantage of these opportunities by responding instantly because they understand the pace of the industry. George always says that taking 5 minutes to respond is too long- one minute is the standard.
On the flipside, this trust from major news channels must be earned. Guestbooker has been successful because their guests have been successful. However, one bad guest can ruin a relationship. If a guest says they are qualified to speak on a topic that they are not, and they make a fool of themselves on TV- Guestbooker has failed. They know how to ask the right questions to vet a client. During their initial meeting with potential clients, they are not only selling themselves as a company, but are interviewing the client to see if they would do well on TV. Guestbooker defines their area of expertise and determines how they will brand their guests to shows.
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