ELEVATOR SPEECH

If you want to get your own PDF copy of this article and save it on file, click here.

As a member Business Network International (BNI), I�ve sat through many excruciating �one-minute� introductions. This is where each member has an opportunity, every week to sell his or her company. I say excruciating because many people cannot articulate properly what their business does. The bottom line is that they mumble, fumble and stumble. This shows a lack of confidence and most people are loathe to buy from non-confident people. This is not unique to BNI, of course. When I ask people what they do � I either get the shortened Reader�s Digest version or the long-winded, convoluted War and Peace version.

Here�s the READER�S DIGEST Version

-         I�m an estate agent

-         I�m into banking

-         I�m a marketer

-         I�m just a secretary

-         I�m only a doctor

-         I�m a lawyer

-         And so on.

Ho hum, boring!!!!!

Here�s the WAR and PEACE Version

Well, it is very difficult to explain to the layman what I do. But let�s start at the beginning when Old Joe started the company in 1946, blah, blah, blah ���..BLAH! blahblahblahblah �.

Ok, you get the point.

The Readers Digest Version gives you nothing and the War and Peace version gets you looking like a Coyote eyeing out the nearest escape entrance.

I encourage people to use an Elevator Speech. Imagine your top prospect climbs into a lift with you. You have maybe 15 � 30 seconds before he gets of on his floor. What do you do? One of two things, of course. You�ll either stand there with a goofy smile and a mouth full of teeth watching him get out � waving opportunity goodbye. Or, being the consummate professional, you�ll engage him in an Elevator Speech.

WHAT IS AN ELEVATOR SPEECH?

An Elevator Speech is a brief description of what you do and whom you do it for. It describes how you offer value, benefit and quality to your client.

OBJECTIVE OF AN ELEVATOR SPEECH

Your Elevator Speech buys you time so you can keep the conversation going with the view to setting up an appointment later.

HOW LONG SHOULD IT BE?

The shorter the better � no longer than 15 seconds.

WHEN CAN YOU USE IT?

-         When you introduce yourself to people

-         When you speak on the phone

-         When you leave a voice mail message

-         On your outgoing voice mail message

-         On your business card, CV or bio.

-         On your web site

-         On your email signature

-         In your covering letters, marketing pieces, brochures and catalogues

AN ELEVATOR SPEECH ISN�T..

It isn�t about you � how big your company is, how old it is, that it is your company�s birthday, how many clients you have - It�s about what you can do for the client. Remember your prospect or client is always tuned into Radio WIIFM (What�s in it for me?)

WHAT DOES AN OUTSTANDING ELEVATOR SPEECH HAVE IN IT?

Typically, one should break the speech up into two parts

#1 what do you do? Eg. I train and motivate sales teams to get more out of their working day.

#2 how does the client derive benefit from your product or service? � so that they can sell more product.

MIND SPARKS

Banker � I help businesses become more successful by showing them how to get their money to better work for them

Estate Agent � I help young couples find the house of their dreams

Estate Agent � I help homeowners get top prices when they�re ready to sell

IT Salesperson � I help companies get more out of their computer systems so their employees can be more productive and they can improve their customer service

Employment Agency � I help companies find outstanding employees

Personal Coach � I help people live on purpose so that they can lead fulfilled and meaningful lives

Find a saying that works for you. You can have a number of Elevator Speeches to suit different purposes. Good Luck.

Regards,

Jacques de Villiers

PS. How would you conduct a conversation with a prime prospect in a lift? Try this:

�Hello, Mr. Bestthingthathashappenedtomeallday. My name is Jacques de Villiers, and I help executives like you Live on Purpose so that they can lead fulfilled and meaningful lives.

�I�ve always wanted to speak with you, and was wondering if I could take a quick moment to tell you a little bit about what I do? Could I please have one of your business cards so I can call you when I return to my office? Would it be OK for me to call you tomorrow?�

Simple, isn�t it? In 15 seconds you have a business card and permission to call.