We all know that we are supposed to be ready to tell people about our product or service at a moment’s notice. Appropriately named “the elevator speech” because we are supposed to be able to tell someone what we do in the time it takes us to ride in an elevator with them. We give them the line, and hand them our card and hopefully we are able to peak their attention enough in 30 seconds to make them call us. Easy to say, hard to do!
There are many people out there ready to help us craft that message, and pretty much everyone has a method they like to use. As a student of human nature, I realize that the only thing that really works is to give someone a piece of information that explains what they get from doing business with me. Since most of us really aren’t interested in anything unless we need it, (the what’s in it for me factor) the best way to get someone’s attention is by meeting a need. Now obviously we can’t meet every need, but if we can explain that what we do meets one or two specific needs, and if the listener has one of those needs, you have made a connection and they will want to hear more.
So how to your craft your speech to meet a need. I start by thinking about the one or two most important needs that I fill for the clients in my target audience. In my case I would say something like, “I coach my clients in the art of attracting and keeping clients in their business, by showing them how to brand themselves and create connections.” Everyone wants new clients and everyone wants to keep them, now I have their interest.
So what do you do for people? Figure out the biggest benefit someone gets from your product and service and turn that information into a targeted “elevator speech”.
