D a w n L B i l l i n g s • w w w. T h e H e a r t L i n k N e t w o r k . c o m T R O VA B u s i n e s s N e t w o r k • C h o o s e t o b e G r e a t @ a o l . c o m
How to Craft your Elevator Speech by Dawn L. Billings, CEO & Founder of The Heart Link Network & TROVA B u sin ess N et wo r k
DO YOU KNOW WHO YOU ARE AND WHAT YOU DO? Perception is real and powerful. How someone perceives who you are in the first moments of you meeting them for the first time impacts how they see you in the future, and the chances that they will choose to do, and refer, business with you. Most of us of very clear about what is not professional behavior when we are looking at someone else, but how clearly do we see our own behavior? AND does professional mean different things to different people? The answer is yes and no. Different personalities do see the world differently and if you would like to understand more about your personality you are welcome to take my Primary Colors Personality Test. It is easy and amazingly accurate and will give you insight to yourself and others but this guide is about what perception another is going to create with regards to you upon meeting you. That is why I believe it is so important to hon your communication skills when developing your elevator speech. What is an elevator speech? It is one to three minutes of the most important words that will come out of your mouth with regards to marketing your business.
D a w n L B i l l i n g s • w w w. T h e H e a r t L i n k N e t w o r k . c o m T R O VA B u s i n e s s N e t w o r k • C h o o s e t o b e G r e a t @ a o l . c o m
How to Craft your Elevator Speech by Dawn L. Billings, CEO & Founder of The Heart Link Network & TROVA B u sin ess N et wo r k
This worksheet is designed to help you communicate the benefits of what you do, and communicate them in a way that it makes others want to learn more. There are two questions you need to truly understand how to answer: 1. What do you do? 2. How can your product/service benefit me, or solve a problem?
In answering the first question most people respond something like this: “I am a......Insert the name of your profession or job (i.e. realtor, handyman, store owner, Doctor, etc.)” People are not simply what they do. Responding with the words “I am a....”, we leave the listener to place his/her own interpretation on what we do. Their interpretations are often based upon their past personal experiences with the last person who gave themselves that label.
In answering the second question, people often respond: “Itʼs amazing!...........Insert Name of product or service.......has been around for 27 years - just launched and is brand new - is a debt free company - is 45% cinnamon - you get the picture......they tend to insert the technical description of what their product/service “is” or how it “works”. When we respond this way, we speak to peopleʼs heads where we often blind our customers with science – and leave them wanting to “think about it” because, first, they do not understand because there is too much to take in, or second, because thatʼs what people do when we speak to their heads. They want to “think”. An elevator speech needs to answer these two very important questions in a way that speaks to the listeners heart (help them understand what is in it for them!) This will cause your listener to want more information, which is the whole point. An example is given below.
“You know how women in business work long hours, often feel isolated and alone, are stressed about money and get frustrated because they do not know the best, least expensive, and yet most effective way to market their business?” Well, what I do is take that stress away, and provide proven marketing strategies online and off that are inexpensive, exciting, FUN and most of all effective. Women who work with me have more energy from working fewer hours, peace of mind about money, more balanced home lives and a new passion for work.” D a w n L B i l l i n g s • w w w. T h e H e a r t L i n k N e t w o r k . c o m T R O VA B u s i n e s s N e t w o r k • C h o o s e t o b e G r e a t @ a o l . c o m
Okay, answer this - after reading the above elevator speech, if you were a woman in business would you want to learn more?
Okay letʼs compare them side by side: Speaking to the head: “What I do is amazing!...........I am a marketing expert with a company named Heart to Heart Media that just launched. What we do is provide a myriad of marketing services and strategies that our research has proven small business women need most. We have a 3-pronged marketing approach where we combine business networking, professional think tanks, and online advertising. We are growing rapidly.” Is there anything wrong with the above elevator speech? No, there is nothing wrong. But can you see how it speaks to the head. This is how the majority of professionals networking are sharing with one another. Does this tell ME, as an exhausted women in business, what you are going to do specifically for me? Are you sharing benefits that are “specific” to my needs, and focusing on potentially solving MY problems? That is what I, and everyone else in this world, wants. If you know how to share what you do with me in a way that communicates how it can benefit my life, I am going to be interested.
Speaking to the Heart: “You know how women in business work long hours, often feel isolated and alone, are stressed about money and get frustrated because they do not know the best, least expensive, and yet most effective way to market their business?” Well, what I do is take that stress away, and provide proven marketing strategies online and off that are inexpensive, exciting, FUN and most of all effective. Women who work with me have more energy from working fewer hours, peace of mind about money, more balanced home lives and a new passion for work.” On the next sheet try completing the blanks for your job and then for a number of key products and services that you offer – and notice the difference!
T h e H e a r t L i n k N e t w o r k , T R O VA B u s i n e s s N e t w o r k! 4
N e t w o r k i n g T h a t Wo r k s
COMPANY NAME AND TYPE OF BUSINESS: ___________________________________________________________________________________________
PRODUCTS/SERVICES: ____________________________________________________________________________________________ ____________________________________________________________________________________________
Your target market: (The number one customer you are aiming at): ___________________________________________________________________________________ ___________________________________________________________________________________
The best places to find your target market? ___________________________________________________________________________________ ___________________________________________________________________________________
Best networking events for you to attend? ___________________________________________________________________________________ ___________________________________________________________________________________
What are some of your target markets problems that you can help solve (The problem): ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________
Your solutions that your product can provide (How can you eliminate or lessen their problems?): ___________________________________________________________________________________ ___________________________________________________________________________________
T h e H e a r t L i n k N e t w o r k , T R O VA B u s i n e s s N e t w o r k! 5
N e t w o r k i n g T h a t Wo r k s
Things that help strengthen your Elevator Speech: Learn to Listen first. How can you possibly know how your products or services can help your listener, if you haven’t listened to what your potential client or customer struggles with? Your Humility. Your humility is a sign of your internal strength and self-worth. It is a humble person that understands you aren’t perfect and never will be and you certainly do not know everything. People respect humility. There is great power in humbleness. Your Appearance. I know some of you are thinking this is shallow, but remember appearances do count. Yes, people do judge you on how you look. That will never change. This includes your email address and any online information out there as well. Now that so much of what people learn about us is online, it is important to have an attractive and interesting online appearance. If there is anything online that shows you in a bad light, get rid of it, or clean it up. Your Values. Don’t gossip or bad mouth anyone – ever. This habit will always come back to harm you. If you bad mouth others, everyone believes it is only a matter of time until they are the ones you will be bad-mouthing. Stand tall in your life. Insist of being the kind of person you admire. Do everything you can to ensure that when others are talking about you, they are talking about what an extraordinary stand-up, trustworthy, responsible person you are. Your Discernment. Keep personal information private – don’t over share. Not only do people not care what you did all weekend and how you feel about your best friend’s breakup, but this information makes you vulnerable. Save your personal thoughts for your best friends only. Your Dedication. Your dedication to being a professional and behaving in professional ways is apparent to all who meet you. Your dedication to others helping them solve problems that are important to them in another dedication that needs to be obvious. Your Willingness to Practice. Communication is a skill. Developing skills is just like strengthening muscles. You must be consistent in your practice. Get in front of a mirror. Hire a coach. Have your friends, managers or up line coach you. These are the most precious minutes you will share with another. Have the attitude, “These are the most important minutes I have to market my business.” vs. “Anyone can wing it for a minute or two.” Make sure every word matters. Wishing you great success, Dawn L Billings, Author of over 20 books www.DawnBillings.com CEO & Founder of The Heart Link Network www.TheHeartLinkNetwork.com a Women’s Networking Organization with 0ver 200 locations in three countries, and TROVA Business Network Heart to Heart Media, Find-Success.CO Creator of the NEW Parenting tool called CAPABLES www.GetCapables.com Architect of the Primary Colors Personality Test T h e H e a r t L i n k N e t w o r k , T R O VA B u s i n e s s N e t w o r k! 6
N e t w o r k i n g T h a t Wo r k s
How to Craft your Elevator Speech by Dawn L. Billings, CEO & Founder of The Heart Link Network & TROVA B u sin ess N et wo r k
Dawn L Billings, MA, LPC In 2008 Dawn was selected as one of the nation’s 80 emerging women leaders out of over 3200 applicants, by Oprah Magazine and The White House Project, as well as, chosen as one of 15 “Women of Achievement” by the Cobb County, Georgia, YWCA for her socially dynamic programs and dedication to women and children. Dawn is the CEO, Founder of The Heart Link Network®, an innovative women’s networking organization, which has over 200 locations in the US, Canada and Australia. Dawn is dedicated to linking women to wonderful resources, new ideas, products and services and especially the hearts of one another. Dawn is also the creator of the www.Heart-Notes.com Garden where you can plant a virtual flower and send it with a brief heart-note to someone to say thank-you, I’m thinking of you, You can do it, Don’t ever give up, etc. Dawn is also the creator of The Heart Alliance, an online women’s networking community that connects women around the world, and the GOD CAN, an inspiring and uplifting experience for women who feel stressed, confused, angry or anxious. It is lovely. Click the link GOD CAN and experience it today. Dawn founded Heart to Heart Media a website dedicated to showcasing small business professionals, while giving to charities. But Dawn’s favorite accomplishment is the creation of the beloved CAPABLES™ Learning System, a plush parenting toy/tool touted by parenting experts, to revolutionize parenting around the world. Dawn is President of DawnBillings.com, a training and executive coaching company, where she is a consultant to Executives and Organizations focusing on teamwork, communication skills, improving productivity and retaining top talent using her highly acclaimed Primary Colors Personality Test™ that was administered to over 60,000 people in 2008, of which she is the author. Dawn is the founder and creator of the online TROVA business directories called www.TROVAnow.com There is a small business directory www.TrovaBusinessDirectory.com and a “women owned business” directory www.TrovaWomenBusiness.com Every business gets a FREE listing. Dawn is is the author of over 20 books including Greatness and Children: Learn the Rules, Entitled to Fail, Endowed to Succeed: America’s Journey Back to Greatness, Choose to Be Great Workbook and her classic fable, The Perfect Heart, but Dawn is most proud of the fact that both of her sons Tony, 30 and Corbin 21, are awarding winning contributors to their communities and to the world.
D a w n L B i l l i n g s • w w w. T h e H e a r t L i n k N e t w o r k . c o m T R O VA B u s i n e s s N e t w o r k • C h o o s e t o b e G r e a t @ a o l . c o m