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What Are Your Selling with Your Elevator Speech?
By BIG Mike McDaniel
The number one marketing rule is "Sell Benefits"
The products and companies that excel are ones that
push benefits, not features.
The origin of many business relationships is the
elevator speech. Those first few words that set the
stage for putting two people closer together that may
result in a long term and very profitable business
relationship
If your elevator sells features, you may get off at the
wrong floor. Take a poll, no one really cares about
you, except maybe your dog. What they care about is
them. The old WIIFM "What's In It For Me?" And what's
for them is not your opening salvo that says YOU are
the number one dental floss producer in Alabama.
Your elevator speech, those 13 words or less that
follow the question (you should love to hear) "What do
you do?" should be laced with benefits and beg the
follow up question "Oh? Tell me more!"
"I play a major role in helping people avoid root
canals!"
11 words that cannot be met with "ho hum". If someone
said that to you, you would have to ask, even if you
just came from the molar mechanic with a clean bill.
The carefully crafted elevator speech solves a problem,
eases pain, does something nice. It does not state name
and title. "I'm the VP at Acme Ball Bearings" Yawn.
"I help cars go faster and ride smoother on less gas!"
Now you've got my attention. And who knows, I may have
a brother in law who has a company that east ball
bearing for breakfast and buys them by the train car
load.
Write your elevator speech on a piece of paper. Cross
out all the features and amplify the benefits. Make
life easier in 13 words or less and they will beat a
path to your door.
Just for fun, tell the next ten people you know (not in
your company) that you just read an article about
elevator speeches. Ask them to tell your their elevator
speech.
10 people. Haw many stumble and mumble unprepared? How
many blurt out a company and title. How few actually
tantalize you with 13 words with a great big hook in
them? 10 people... go on, you will be very surprised.
To learn more about how to craft a winning elevator
speech visit http://tinyurl.com/lzcyl
About the Author
copyright 2006 BIG Mike McDaniel - all rights reserved - BIG Mike is a Business Consultant and Professional Speaker. Subscribet to BIG Ideas newsletter for Small Business. MailTo:BIN@BigIdeasGroup.com
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