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Elevator Speech
What Defines a Great Elevator Speech?
If you build your business through networking, your first impression – your elevator speech – must be compelling. You have 20-30 seconds to capture the interest of the listener. If your elevator speech is successful, you’ll hear “Tell me more about your business.” When that happens, you earn a second chance to explain your business and turn casual contacts into prospects.
Now a lot of people think, “Gee, if I only had a great elevator speech, I’d be raking in the revenue then!” I wish it were that easy. The key to remember is your elevator speech is simply the beginning of a conversation.
It’s the rare bird that can score a sale during that first chat. Most sales occur after several conversations, over a period of time. If successful, your elevator speech – your first impression – is memorable and serves as the catalyst for a series of conversations through which you explain the value of your product or service.
Given enough time, we can all explain the value of doing business with our company. The challenge is getting enough time. So the answer to the question ‘What defines a great elevator speech?’ is the simple fact it earns you a second chance. It gives you more time to talk about you and your business.
But what’s the secret? What can you say that will keep them listening or, better yet, keep them asking questions? The secret to capturing someone’s attention is to offer them something useful, something THEY care about. A great elevator speech contains a message that speaks directly to the needs of your perfect client.
I’m going to make the assumption here that you’ve already identified YOUR perfect client. If you’re still a little tentative about defining a particular client, please review ‘Identifying Your Perfect Client’ so you understand why it’s critical to narrow your focus.
The success of your marketing efforts will increase dramatically when your message addresses your perfect client. When your message focuses on a particular type of client, it should speak directly to the problems you solve for them. A successful elevator speech causes the listener to say “I have that problem, I want that solution and those results.” When you can clearly identify the problems you solve for that client, and the results they receive, you will grab the attention of the listener.
Here are some examples of “PROBLEMS” and RESULTS”. Problems are things like: high employee turnover, high payroll taxes, high cholesterol. Not being able to retire, not getting a promotion or, not fitting into that little black dress.
The real meaning of the word RESULTS is a little more tricky. Results are the answer to a problem AND they are measurable and repeatable. They are not “peace of mind,” “a better product,” “the best service.” Those terms are vague, they can’t be measured and, quite frankly, are things you’d expect from any good business.
Here are three examples of measurable and repeatable results:
This is one of the statements she created to address that problems. She uses this statement in conversations to determine if the person is a prospect:
If you can clearly identify words that describe the problems you solve, the solutions you use and the results that are created, you are well on your way to building the content of a great elevator speech.
If you build your business through networking, your first impression – your elevator speech – must be compelling. You have 20-30 seconds to capture the interest of the listener. If your elevator speech is successful, you’ll hear “Tell me more about your business.” When that happens, you earn a second chance to explain your business and turn casual contacts into prospects.
Now a lot of people think, “Gee, if I only had a great elevator speech, I’d be raking in the revenue then!” I wish it were that easy. The key to remember is your elevator speech is simply the beginning of a conversation.
It’s the rare bird that can score a sale during that first chat. Most sales occur after several conversations, over a period of time. If successful, your elevator speech – your first impression – is memorable and serves as the catalyst for a series of conversations through which you explain the value of your product or service.
Given enough time, we can all explain the value of doing business with our company. The challenge is getting enough time. So the answer to the question ‘What defines a great elevator speech?’ is the simple fact it earns you a second chance. It gives you more time to talk about you and your business.
But what’s the secret? What can you say that will keep them listening or, better yet, keep them asking questions? The secret to capturing someone’s attention is to offer them something useful, something THEY care about. A great elevator speech contains a message that speaks directly to the needs of your perfect client.
I’m going to make the assumption here that you’ve already identified YOUR perfect client. If you’re still a little tentative about defining a particular client, please review ‘Identifying Your Perfect Client’ so you understand why it’s critical to narrow your focus.
The success of your marketing efforts will increase dramatically when your message addresses your perfect client. When your message focuses on a particular type of client, it should speak directly to the problems you solve for them. A successful elevator speech causes the listener to say “I have that problem, I want that solution and those results.” When you can clearly identify the problems you solve for that client, and the results they receive, you will grab the attention of the listener.
Here are some examples of “PROBLEMS” and RESULTS”. Problems are things like: high employee turnover, high payroll taxes, high cholesterol. Not being able to retire, not getting a promotion or, not fitting into that little black dress.
The real meaning of the word RESULTS is a little more tricky. Results are the answer to a problem AND they are measurable and repeatable. They are not “peace of mind,” “a better product,” “the best service.” Those terms are vague, they can’t be measured and, quite frankly, are things you’d expect from any good business.
Here are three examples of measurable and repeatable results:
1. Working with a Financial Planner RESULTS in being able to retire early.Once you determine the problems you solve for your client, you can identify the results they get when you solve the problem and the solution you use to get those results. Looking at the financial planner example, one of the problems she identified for her perfect client was 'not knowing what retirement really looked like for her.'
2. Working with a Sales Trainer, RESULTS in increased commissions.
3. Working with a Leadership Trainer RESULTS in reduced employee turnover.
This is one of the statements she created to address that problems. She uses this statement in conversations to determine if the person is a prospect:
“Often, my clients can’t picture life after working. By helping them focus on the quality aspects of life, they can discover what ‘successful retirement’ looks like for them. What does a typical week in your retirement look like?”Note she ended the statement with a question leading the person back to talking about themselves while revealing information that will help to determine if the person may be a prospect.
If you can clearly identify words that describe the problems you solve, the solutions you use and the results that are created, you are well on your way to building the content of a great elevator speech.
If you’re serious about building great content for your perfect elevator speech, pick up a copy of 30 Seconds To New Business: How to Create YOUR Perfect Elevator Speech .
Put the effort into building a more effective message and you 'll see the payoff with an abundance of new clients!
Buy the manual today at www.30SecondsToNewBusiness.com.
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