Elevator Speech Tips – How to make your 30 Second Introduction Stand Out
Whether you call it your 30 second introduction, elevator speech or elevator pitch, it is one of the most important tools in your small business marketing strategy set.
Perhaps the most commonly asked question in the American business world is “So, What do you do?” Being able to answer that question in a way that really grabs their attention is the first step.
However you get one chance at it! You need to ensure that you connect in those 30 seconds and to do that, you need to stand out from the crowd. How do you do that?
Most elevator speeches sound similar. They are primarily a combination of a sales message, perhaps with a tag line or company message, and a list of services. Often there will also be some factual information about the company itself – where their office is located, how long they’ve been in business, years business experience and so on.
There are three main issues with this approach:
- It sounds the same as most others
- It is primarily about YOU – and why should your prospect care at this point?
- You are selling Most people are going about their business thinking primarily about themselves, not about you.
They are looking for solutions to challenges and problems with which they are dealing, they are looking for help. When you list what you do you are asking them to relate their issues to your services but more importantly, you are not speaking to them on a channel they are listening to – in other words you are talking about yourself and what is important to YOU.
When your message also sounds like numerous examples they have heard before, there is even less chance you will stand out and grab attention.
How do you change this?
- Define your ideal client in as much detail as you can. Who is your business set up to serve?
- What problems, issues or challenges is your business set up to solve
- Stop talking about yourself – when asked what you do, tell them who you help and the problems they are dealing with.
This will sound so different from a standard answer, you will break the pattern they are used to. They will relate to what you say and even if they are not a prospect, they may know someone who is.
In short, you will stand out, and grab their attention.
Source by Jerry Smith