You are enjoying an alcoholic beverage at a party or a network event and someone asks "What do you do?"
Most business people in this situation will say something like "I’m an accountant", or "I’m a gardener", or "I have a gift shop in …"
A response statement like that will result in a nod of approval from the listener and that’s about it. But, in fact the business person has missed a golden opportunity to create interest and a possible lead.
What’s needed is what they call an ‘Elevator speech’
An ‘Elevator speech’ is a short 30-60 second statement – essentially something that could be said in the time period of being in an elevator going from one floor to another – hence the name.
Here’s how you construct your own ‘Elevator speech’…
1. THE PROBLEM YOU SOLVE – for people or how you benefit them directly.
2. WHO IT IS YOU CATER TO – your target market.
3. THE SOLUTION : WHAT YOU DO – or what your company does.
4. OFFER FREE INFORMATION IN EXCHANGE FOR CONTACT DETAILS
Start with one of these statements
I’m sure you’ve seen…
I’m sure you’ve heard about…
I’m sure you know that…
You know how…
Well… what I do is…
Well… what our company does is…
Example : Accountant
"You know how most businesses frantically try to reduce their tax bill in June each year by spending up on extra business expenses. The problem with that approach is that the business owner is still missing out on even more deductions and rebates from the ATO. Well… what our company does is publish a quarterly report entitled "Free Money – Government rebates that every small business owner know about!"
"If you like I can send you a copy…"
The response you’ll now get is…
Then you smile and say …
"Sure, I’ll get my secretary to send you a copy. Is your postal address on your business card?" or,
"I’m happy to send you some information. Is your postal address on your business card?"
Then the listener will hand you their business card – effectively giving you permision to follow-up with them.
Now you’ve generated a warm lead – all in the space of 30-60 seconds. How’s that for effective marketing?
P.S. After the party or function, don’t forget to add that lead to your follow-up system when you get back to your office. If you promised to send them something – do it straight away.
P.P.S. For more information on writing and delivering an effective elevator speech, visit the website of Craig Harrison: www.expressionsofexcellence.com