23 Jun Elevating Your Business with your Elevator Sp
Elevating Your Business with your Elevator Speech
By Craig Harrison
Ours is a world with no shortage of ways to promote our businesses, associations,
products and services. There are billboards, TV commercials, print ads, web banners,
telemarketing, broadcast FAXs, bulk e-mails and even bi-planes trailing signs. (We await
word whether banners on city landmarks should be added to this list.)
In this blitz of technologically driven marketing arent we forgetting something basic?
What about good ‘ol fashioned “word-of-mouth” marketing? Thats when you tell others
about your business or service, and they can in turn tell more people. It may be
considered old technology but the fact remains, it works.
Introducing…The Elevator Speech
So tell me, whats your “elevator” speech? Do you have a sixteen second sound bite to
succinctly introduce yourself, your business, organization or affiliation to others? Does
your elevator speech showcase your uniqueness? Does it emphasize the benefits of your
deliverables, rather than its features? Is yours memorable?
In the time it takes to ride an elevator with a stranger (16-seconds) you have the
opportunity to not only make a great first impression, but to demonstrate your
professionalism, position yourself, network and begin to extend your sphere of influence.
Are you making the most of your 16 seconds of fame?
Who better than you to speak about what you do and do it with passion, precision and
persuasiveness? YOU are the expert on what you do, why you do it better than your
competitors, and how your signature style benefits your customers.
Think about all the potential customers, clients, or future members of your organization
you come in contact with each day? When you meet them and they ask you what you do,
thats your opportunity to share your pithy sixteen second sound bite, your elevator
speech, with them.
Heres one I use for myself:
“Hi. I market confidence! Im a motivational speaker and trainer who helps
others aspire and achieve. Through dynamic keynotes, interactive training
and creative off-site events I help audiences communicate with clarity and
confidence. Heres my card, let me help transform your world.”
Heres one I developed for a meeting planner:
“They call me the Corporate Concierge I?m Sandy Simpkins of Meet Me
at the Top. Im a Certified Meeting Professional and, like a good
Concierge, I know Who?s Who and What?s What in the Meetings
industry. I?m multilingual: I speak the language of Caterers, AV Techs
and even CEOs. I can brainstorm, strategize, negotiate and implement
every detail of your next event, so you can relax and enjoy it. Working
together you?ll be able to say Voila, it?s a success!”
Each one takes approximately 16 seconds. Each is delivered conversationally, with a
smile and sincerity. The delivery reflects the speakers personality.
The Anatomy of an Elevator Speech
Lets break each down to its component parts. Both opening lines tantalized. Whether you
open with a provocative statement, a bit of mystery or something funny, the objective
is to grab a strangers attention. Youve got to draw them in. Starting out by simply stating
“Im a caterer” is great for people taking a census. I challenge you to cast your occupation
in its most ennobling light, to captivate your listener. A midwife “brings life into this
world” and a nutritionist teaches people “how to behave in front of food.” I even know an
IRS agent who simply tells people hes a government fundraiser. What is it that you do in
your occupation which can capture a strangers attention? (For a useful tool on casting
your occupation in its most ennobling light go to http://www.craigspeaks.com/Recast.doc
to download a free worksheet.)
Next, some deliverables, also known as features, are mentioned. In my case I mention
what I do: keynotes, training and off-sites, to allow people to begin envisioning how my
services can be utilized. And I mention the benefits: helping others aspire and achieve,
and also helping them to communicate more effectively. That way, they dont have to
decipher how ‘what I do can benefit them.
In the case of Sandy, she stresses some features (whose language she speaks) and the
benefits (how her handling of negotiations and implementation offload clients headaches
and free them to enjoy the event).
Many elevator speeches end with a question to both involve the listener and glean new
information which helps qualify them in the speakers eyes. A caterer might ask questions
about the nature and frequency of special events requiring catering services, or who the
company contact is for such services. Questions that cant be answered with just a “yes”
or “no” will engender meaningful information to determine whether a good fit exists.
Another tip is to include a take-away: something the stranger can keep of yours to
reinforce the new connection just made. Whether its a business card, a magnet, pin or
pen with contact information on it, or other curio item, it goes with them and keeps you
in their field of vision thereafter. I knew a man who was turning the world green one
garden at a time (a gardener) whose elevator speech ended when he handed out his
business card. Whats memorable about that? It was green!
http://www.craigspeaks.com/NACEelevate.html
Get Discount Today
Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.
Fill in all the assignment paper details that are required in the order form with the standard information being the page count, deadline, academic level and type of paper. It is advisable to have this information at hand so that you can quickly fill in the necessary information needed in the form for the essay writer to be immediately assigned to your writing project. Make payment for the custom essay order to enable us to assign a suitable writer to your order. Payments are made through Paypal on a secured billing page. Finally, sit back and relax.
About Writedemy
We are a professional paper writing website. If you have searched a question and bumped into our website just know you are in the right place to get help in your coursework. We offer HIGH QUALITY & PLAGIARISM FREE Papers.
How It Works
To make an Order you only need to click on “Order Now” and we will direct you to our Order Page. Fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.
Are there Discounts?
All new clients are eligible for 20% off in their first Order. Our payment method is safe and secure.