An effective “Elevator Speech” is an important marketing skill

To break through all this marketing clutter, it’s imperative to have an enticing elevator speech that speaks directly to the needs of your customers. And, it has to roll off your tongue easily, naturally and conversationally.
                                                                                   — Jill Konrath, Sales Strategist

Hello ________”So What Do You Do?”

An “Elevator Speech” answers this question and refers to the short amount of time you have between the first and twelfth floor to communicate that idea to a total stranger. Your goal is to get them to ask you a question, engage with you in a problem-solving conversation or remember you for future reference.

I was searching the internet for the current trends in web design and I came across the Jill Konrath website which is well done and worth checking out. Reading her content, I was impressed by her understanding of selling so I signed up for her weekly newsletter and downloaded her free e-book on how to create a good elevator speech called Attracting More Customers. It is worth reading but if you do not have the time, I wanted to give you a quick outline of what she wrote.

My take away is that the process of making an elevator speech is a great starting point for creating customer-driven content which is critical for your website and printed collateral. She also reinforces the importance of continually practicing, refining and tailoring it to fit the audience.

1. Guidelines For Writing

  • Offer a strong promise of benefits
  • Specifically, define your target customer
  • Communicate the value a customer will receive from your product or service
  • Talk results, not products or process
  • Be short, simple and concise
  • keep it conversational – no jargon
  • Make your speech repeatable

2. Getting Started

  • Talk to good customers – explore the value you bring to the market
  • List your top target markets
  • List problems or challenges your target market faces that you can solve
  • Describe how your target market feels about these problems or challenges
  • State the outcome or result your client will receive from your product or service
  • Refine all your lists to the two or three most important ones

3. Choose Your Style

- Problem-centered elevator speech –
       “I work with small-to-medium sized manufacturing companies who are struggling with
unpredictable revenue streams and profitable growth.”

-Benefit centered elevator speech -
       “I help fragmented leadership teams align around a common vision and business strategies.”

4. Delivering Your Elevator Speech

  • Practice in front of a mirror
  • Leave yourself a voicemail
  • Ask your family to listen – (For once they might actually understand what you do)
  • Videotape yourself

Finally, people remember stories. Try to weave one in that either relates to your customer, a recent conversation or situation you are in together. It will leave a lasting impression.

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admin on April 13th 2018 in Web Stuff

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