I'm A Second Story Man
More about business from BIG Mike McDaniel
http://BIGIdeasGroup.com
Can you say who you are and what you do in two
sentences or less?
If someone should ask (in an elevator, get it?)
what do you do? You should be able to recite the
answer as fast as Robin Williams comes up with a
quick one liner.
Robin Williams can do it because he has rehearsed
every line. He is just waiting for the opportunity
to bring up another fully rehearsed blurb. There
is no "ad-lib" from Robin, he has carefully worked
out every retort to be very funny.
Your elevator speech should be delivered
completely rehearsed, no thinking to it, when you
get the question: "What do you do?"..
We're not talking labels here, or vague
references.
"I'm in Hardware"
"I'm a Plumber"
"I sell life insurance and used cars".
"I'm a consultant "
"My company sells printing presses"
Or the worst of all
"I'm in sales"
They all say what you do, but what they say is all
about you. It should be all about them. It should
describe how you add value. It should describe the
benefits. Most of all, it should stimulate
conversation!!!
Your well-rehearsed elevator speech should, in two
sentences or less, explain what you do (benefits)
not what you are (title). Every person in business
should have an Elevator Speech. Your elevator
speech should encourage conversation and get them
thinking.
When you say what you do, what you say should get
the response "Oh? Tell me more.."
Even if you are talking to a person you KNOW will
NEVER be a customer, do it anyway. That person may
know someone who COULD be a customer. You can't
tell, so treat them all as prospects and give it
your best shot.
Think about what you do and the benefits you
provide customers, or think about what you sell
and the benefits. Remember, every business
situation the customer wants to know, "What's In
It For Me?".
With a little practice you can make your elevator
speech so compelling they have to ask. Answering
the "What do you Do?" question with "I
sell the best extension ladders made in America!"
might get a yawn in response. But give it a little
twist and you have a winner.
"I'm a second story man and my ladder hasn't let
me down yet!"
"Oh? Tell me more"
"My extension ladders help people get off the
ground safely to do jobs as much as 45 feet in the
air. Our ladders have extra wide steps on every
other tread. Do you use ladders in your business?"
POW! Business connection made.
As easily as you can respond to "What's your
name?", you should be able to recite your elevator
speech, and be able to follow up with several
clarifying sentences. After that salesmanship
takes over and off you go.
Craft your Elevator Speech so the other person
can't say:
"That's nice, but I'm not interested"
"We already have one of those"
Think benefits. Work to get the "Oh? Tell me more"
response. And do it in two sentences or less.
For more about business, get my article
"Voice Mail Can Be Your Buddy"
MailTo:VoiceMail@BigIdeasGroup.com
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©2004 BIG Mike McDaniel, Professional Speaker and
Former Major Market TV News Anchor. The BIG Ideas
Group helps small business grow with mastermind
groups, seminars and sales training.
MailTo:Mike@BIGIdeasGroup.com
http://BIGIdeasGroup.com
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