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The elevator speech has as much mystery around it as Hitchcock movie. It has been talked about and touted as the ultimate skill, so much so that it scares people to give it a go. Let me wipe out those fears and give you a formula for success. You have probably been is a few uncomfortable situations where a person starts to explain what their business does and after trying to pay attention to them for 7 minutes you still have no idea what it is they do or if you would even need what they do. They probably talked about how they package their services or even their hourly rate, they may have even named dropped a few prominent people they have done work for. However all of this doesn't give you the information you need to know if they can help you or they are just going to confuse you even more. Sadly this is far too common a problem with small business owners. They are trying so hard to grasp at anything that will give them credibility that they lose all credibility in their presentation. They are grasping because they don't have a firm grasp of what it is they actually do. They don't even understand themselves, and if they don't they sure can't convey it to someone else in a logical and timely manner with confidence. Let's look at the "elevator speech" and how to craft one that works. The key is in the questions that you ask yourself to reveal your true service and expertise. What do you do? What problem do you solve? Who do you help? How are you different? Why is this important to me? Let's look at the first question: What do you do? It seems basic enough; however don't fill a page on what you do. Keep it short and to the point. For example if you are a Realtor, you should state that you are an agent with XYZ. That is it, don't add any fluff this is not the place for it. The next question is: What problem do you solve? Remember keep it simple and "Twitter Size" your answer. So in the previous example you might say, I help people find the perfect home for their needs. The next question is usually a stumbling block because you have a fear of not being all inclusive.
The reality is no matter what service you offer it is not for everyone. If you have the best steaks in three states and I am a vegetarian then you have excluded me. If you try to be all things to all people you will be a master at helping no one. So in the same example you might answer this buy saying I work with first time home buyers- or you might say you work with retirees looking to downsize. Whatever it is you need to focus on it and use it. Let's examine the question: How are you different? What is it about you or your service that is unique? What separates you from the other people in your industry? Maybe it is your speed of service, or your personal touch. Whatever it is you need to identify it and own it. You might remember a small package delivery service that touted "when it absolutely positively has to be there overnight". If you continue with the example it might be that you have the largest listing of houses in the XYZ school district. Finally you need to answer the question: Why is this important to me? Or you could ask why should I, the customer care? Many times business people ignore that what they think is important doesn't mean anything to the customer. This is how you connect with your customer. Get inside their head and find out what is important to them. What keeps them up at night? If we go back to our example we might say that any new family needs to pay close attention to the school their children will attend. So let's put our example together so you can see how it works. Hello my name is Jane Smith and I am an agent with XYZ reality. I help first time home buyers find their ideal house. I have the largest listing in XYZ school district, because you know how important it is for young families that their children attend the best schools in the area. That is it. You don't need a diatribe you just need to convey a short message about yourself in a concise and confident manner. Now that you have it in writing you need to practice it until it rolls of the tongue. You may need to practice it 100 times to get the feeling of confidence and connection, and once you do you can face the world.
Rodney Rich will teach you how to accelerate your business and create more income. Rodney takes the confusion out of business growth and distills it down to easy to implement strategies. Let Rodney show you how to have "More Money, More Freedom in record time, every time". Connect with Rodney on Facebook at http://on.fb.me/ytFb3a To learn more about Rodney and receive his FREE Audio on "The Money Hiding in Your Business" just visit http://www.rodneyrich.com and sign up for his FREE Newsletter.
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