Small Message, Big Impact by Terri L. Sjodin - 1 minute read
Finished September 2020. How strongly I recommend it: 8/10
I don't really need an elevator speech. An elevator speech is something a salesman needs to get an appointment, right?
But then you realize that an elevator speech is a skill. An elevator speech takes the right amount of information and engages another person to take action. Now, I do that all day long. Either writing emails, using Slack or Zoom calls within the corporation I work.
You can improve your skill by visiting Amazon here.
My notes and thoughts:
Step one: get the person's attention. Step two: present the need for change. Step three: show the satisfaction of change. Step four: make them visualize the future. Step five: get them to take action.
Our intention is to craft talking points in our messaging that can capture the attention of the most challenging listener. Most fishermen will tell you that to effectively catch a prize fish; you have to know what kind of bait works best. Let's say you're looking to do business with one of the top real estate attorneys in town. He's successful, busy, sharp, and ambitious. By any standard, he's a shark. So ask yourself, "What does a shark respond to? What are they like?" Cunning, skilled, competitive, brutal, and strong. He won't do business with a little pilot fish.
Start with an introduction section where you explain what you are going to talk about. Next is the body of the conversation, then followed by the close that should include the next action. Think about why your listener should choose you? Why should your listener choose your company? Why should your listener act now? A good tip is to include a highlight of where the customer was in the past, where they are in the present, and where you can take them in the future.
Make your case by building it on a solid message, be creative in the way to show it, and deliver the message in the right tone.
Remember, people are concerned about: Their time, their money, their sanity, their security, fun, and ease of use. Address those, and you are on the right track.
Ten basic steps to build your elevator speech:
Define your intention
Examine your scenario
Draft your core outline
Build your case
Don't forget to close.
Sneak in your own voice
Write it out
Practice, practice, practice