The Elevator Speech Is Just An Introduction: What To Do Next!

Have you ever given your elevator speech and gotten an excited and enthusiastic response of "I need that!"? Most of us misinterpret this reaction and mis-play our response. We take this as a buying signal and move forward in full selling mode. We don't take the time to discover what they mean, or what they need, or what exactly they are reacting to.

We believe we have a real prospect in front of us, and take that statement as authentic and true. In a sea of lukewarm or non-responsive reactions, this seems a definite "yes" to our offerings. Realize that the elevator speech is no more than an introduction, and that an animated reaction may or may not indicate genuine interest. Here are some ideas for reacting to such a response:

1) Don't go into automatic sales mode, describing features and benefits. That is as welcome at this point as trying to French kiss a stranger you've just met. Interest shown is simply that--interest--and an invitation for further dialog. It is a mistake to jump on this type of casual comment and confuse it with a desire to buy.

2) Appropriate response on your part would be curious inquiry as to their meaning, listening, and dialog with great care to focus on the other person. Your purpose in this conversation might be things like learning about the needs BEHIND their statement of need, getting to know them better, or understanding their business. Don't make the mistake of taking your focus off the business aspect of the business conversation. It's not about befriending at this point, though that can likely come later.

3) The critical thing to be aware of is that you need to listen more than you talk. If you are blabbering and blathering about yourself or what you will do for them, your monolog will soon cause the other person to start to squirm and edge away. You cannot learn anything about them or their needs or their business by talking. You cannot build rapport or connection by talking. If you are talking, talking, talking--you are losing a chance for business.

4) Develop the art of questioning from genuine curiosity. This is not nosiness, manipulativeness, salesmanship, or "needs analysis". This comes from a true interest in and genuine curiosity about your fellow humans. This is a result of an ego-less and arrogance-free acceptance of all beings as valuable and worthwhile. The more that you genuinely feel this, and authentically come from and behave as if this is your truth--the more magnetically attractive you become. We are all attracted to those who are sincerely interested in us. It cannot be faked!

5) In the course of this conversation, what might you aim to discover? Of course, you want to learn what their true need is and why they reacted so positively to your elevator speech. Were they expressing a real need or simply a momentary reaction to your statements? You may want to learn a few essentials about their business and perhaps its current condition.

Typically though, these sorts of inquiries are premature and should be handled in a gingerly fashion. Often, you can glean information through observation--"reading between the lines", body language, inferences, and reactions.

6) There is plenty of time to discover what you need to know. There is no rush and no hurry. Take it easy and gently discover what you need to know. Never pry or inquire prematurely. Observe the reactions to your questions and don't "cross the line". Conversely, keep your business purpose in mind as you dialog. Use your business purpose to guide you in the conversation.

7) Always, always, always aim to develop relationships. Take the time to care. Get to know the true person. Be a caring presence. Develop trust. Be thoughtful. Think of others. Be present to the interactions.

8) Pay attention to how you can be of service to those you meet. Can you send them referrals? Can you provide them information? Can you connect them with a provider? Do you know someone who could help them? Do you know someone they could help? Could you increase their business, social or spiritual connections?

It's important to understand and realize that the elevator speech is simply an introduction. Don't mistake it for a definite desire to buy. It is simply an expression of interest in response to your concise description of your business. React realistically to these responses and you will move your marketing game further along every time you get such a response to your elevator speech.

Suzi Elton is a success coach working with highly creative types to create income that matches their talent. She has coached hundreds of clients to approach their goals strategically through tiny steps to bring about quantum leaps.

Learn more about the author, Suzi Elton.

2009 Elevator Pitch Contest

The Elevator Pitch, Your Big Shot

In the StartupNation Elevator Pitch Contest, you submit a video or audio file up to two minutes in length in which you pitch your business and your need for investment dollars.
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Each of the five winners will be given an opportunity to present their business to the investors in a live, private, online presentation using GoToMeeting, the industry standard online presentation service.

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http://www.startupnation.com/elevator-pitch-2009

Deliver An Elevator Speech That Grabs Attention and Has Them Begging For More!

An elevator speech is a short verbal snippet that clearly and memorably introduces you. It highlights your uniqueness and focuses on the benefits you provide.

Deliver An Elevator Speech That Grabs Attention and Has Them Begging For More!
by Laurie Hayes

Imagine... you step onto an elevator and there is a lone occupant waiting to travel with you to another floor. You are together for less than a minute, but long enough to make polite conversation.

What you don't know is this person is your ideal client. She has a problem you can solve.
She cuts through the awkward silence and says, "I see you're attending the networking event as well. What do you do?"

Here it is! Your chance to make an impression and secure a new client.

After a short stammer, you answer with, "I'm a coach and a copywriter. I hold a Masters in Business Administration and have been running my own home-based business for ten years."
With only a few seconds left, the elevator doors open. She politely responds with a smile, then steps off the elevator, gone... forever.

After you finish banging your head against the button panel, you realize you not only blew it, but you now have an indentation of the twenty-first floor button on your forehead.

What if instead you had answered with: "I help women entrepreneurs get more clients than they know what to do with and triple their profits in six months." If she were your target client, do you think the second response would have sparked her interest and kept her on that elevator a little bit longer?

We all ask ourselves, "What's in it for me?" when engaged in any type of communication, whether written or spoken. You want to take something of value from a conversation, learn something new, create a certain feeling, or receive information that will help you solve a problem or meet a need.

If you spend the first 30 seconds labeling yourself and listing your credentials, or going into a technical spiel of your product or service, you will be met with nothing more than a big fat yawn, a glazed-over look or even worse, "Excuse me, I have to make a call" and a quick exit.
Take the time to develop a benefit-rich, passionate elevator speech that will engage your listeners to want to hear more.

Write down a list of benefits your clients/customers receive from working with you or buying from you, and use those words and phrases in your benefit statement.

There's no need to label yourself. Labels don't provide the benefits the listener is looking for.
Once you have your elevator speech developed, practice it over and over until it's as natural as stating your name. You'll be able to use it at networking events, in telephone conversation, when leaving voice mail messages, in any type of written communication, and yes, especially in the elevator!

So, ____________, what do you do?

Copyright Laurie Hayes - The HBB Source