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Kiwi's Coaching Corner

By Paul Kiewiet

About Paul

Useful tips to help you get from where you are to where you want to go. Paul Kiewiet, MAS is an industry veteran providing business and life coaching, industry consulting and facilitation, and professional development services through BrandKiwi LLC.
 

Compliance Chat

Jeff Jacobs
It's Tested, Right?
Oct 31, 2014

Trust, but verify. Three simple words that form the best advice I can offer when talking about sourcing safe product...



Jeff's Rant

Jeff Solomon, MAS
Common Characteristics of Businesses That Thrive...
Oct 30, 2014

Lately, I have been thinking about businesses that have had a positive effect on my life. These businesses are thriving....



Be Bold, Be Different, Be Memorable

Rick Greene, MAS
Setting Annual Sales Goals are a Waste of Time II—Sales Goals Strike Back
Oct 29, 2014

For some people, setting sales goals is not a waste of time. It's all about perceptions, really—perceptions that empower and...



Selling Smarter

Rosalie Marcus
How Appreciative Are You? 5 Easy Ways to Stand Out and Say Thank You: Part Two
Oct 28, 2014

It’s the time of year when you may be thinking about gifts of appreciation to send to your clients. Rather...



Quick Thoughts by Cliff Quicksell, MAS

Cliff Quicksell, MAS
10 Tips for Creating Testimonials that are Compelling and Useful
Oct 27, 2014

One of the best ways to promote your business is with compelling end-user testimonials. Here are 10 tips for testimonials...



Guest Blogs

Guest Contributor
How Can a 3D Printer Make You Money?
Oct 24, 2014

One of the most difficult parts of getting the sale is showing the customer exactly what they want when they...



Editor's Notes

Nichole Stella
The Perfect Match
Mar 5, 2013

The Super Bowl has also become the Ad Bowl, where brands duke it out to see who has the funniest,...



Million Dollar Mindset with Greg Muzzillo

Greg Muzzillo
The Dash Between Two Dates
Oct 6, 2014

Let's face it. We're all busier than ever. Most of the busyness is dashing—dashing here, dashing there. Sadly, many people's lives...



Beyond Words

Rebecca Kollmann, MAS+
Going Direct
Oct 13, 2014

I thought that would capture your eyes today because it’s a perennial hot topic in our industry. Today, we’re going...



Not So Technically Speaking

Dale Denham
Yes, We Should Be Scared About Bad USB Drives
Oct 7, 2014

Due to recent USB exploits available online (although not yet proven to cause any damage), sales of USB drives in...



Embellished

Kyle Richardson
The Best Laid Plans
Jul 11, 2014

Why it's always smart to keep a planner with your schedule and important documents, and why it's never smart to...



Promotional Fashionista

Colleen McKenna
5 Soccer Promotions for After the World Cup
Jul 1, 2014

Studies show that Americans prefer soccer to NASCAR. Here are five items to sell to soccer fans....



Mike's Blog

Michael Cornnell
Interview with Jason Black, CEO of Top Distributor Boundless Network
May 19, 2014

Ranking #19 on the Top 50 List, Black shares his thoughts on the future of the industry and what has...



The Hot Button

Mary Ellen Sokalski, MAS
"How It's Made" Can Make You More
Jun 11, 2014

The show "How Its Made" is celebrating its 22nd season on television. How can we be a hit, season after season,...



Be Dazzled

Elise Hacking Carr
Got Control Issues?
May 14, 2014

Does chaos define you? How you respond to certain situations says a lot about your character. Here are five quotes...



Big Picture Promo

Matt Kaspari, CAS
Meeting Clients Where They Are
Oct 24, 2013

Promotional marketing is at its best when it empowers a client’s brand, meets his or her objectives and fits within...



My Two Cents

Rick Brenner
For Promotional Product Sales, Protect Your Client's Brand
Jun 3, 2013

Whether you are selling to a global brand like Nike or to your local YMCA, no single asset is more...



Friday Sales-thought of the Week!

Dale Limes, MAS
Reverse Engineer Your Sales Success
Mar 18, 2013

Steven Covey reminds us that when setting goals ... "Start with the end in mind." That is to visualize the...



The Sales Challenge

Bill Farquharson
Think and Succeed
May 29, 2012

What would happen if you woke up in the morning and your first thought was, "I am never going to...



Creating More Purposeful Sales Conversations

Lisa Leitch, CSP, MAS
Under 100 Days to Achieve 2011 Goals
Oct 20, 2011

It's hard to believe, but there are fewer than 100 days left to achieve 2011 goals! Are you on track...



You DON'T Need An Elevator Speech

 

There is an old Egyptian proverb: "Your answers tell me how clever you are. Your questions tell me how wise you are."

Recently an old industry friend emailed me and said she was getting back into the business and was wondering if I would share with her my "elevator" speech. As most of you know, an elevator speech is that memorized little thirty-second or fifty word piece of bait that weʼre supposed to dangle in front of someone when they ask that inevitable question, "So, what is it that you do?" It derives its name from the amount of time you have in an elevator for a conversation. The idea is that you toss them that bait so you can hook ʻem, reel ʻem in and net ʻem before the elevator doors open. Maybe at least be able to exchange business cards and have a warm call to follow.

She was surprised when I told her that I donʼt have one and donʼt really believe in them. Iʼve been to seminars and workshops on how to craft a winning elevator speech and there have been books written on the subject. What I usually hear (and see) is a smug little recitation that sounds like a mission statement and a look on a face that is begging for me to tell them how clever they are. Those who have "crafted" their elevator speech often wait in eager anticipation for the fateful question, "So, what is it that you do?" Then they leave the elevator in disappointment that the fish didnʼt hit the bait. What happened?

The ubiquitous question, "So, what is it that you do?" is the precursor to the equally empty, "How are you?" After youʼve met someone, the "what" changes to the "how" and both questions are usually asked with equal curiosity and sincerity. Perhaps I could create a series of books, speeches and seminars on crafting your answer to "How are you?" (Iʼm just kidding.)

Obviously though, some of us are bamboozled when not prepared for the ever- popular, "So, what is it that you do?" question. We leave the elevator kicking and berating ourselves for what we said or left unsaid. Instead of crafting a lame, one-size-fits-all, buzzword-laden response, prepare yourself by knowing yourself.

1) What problems do you solve? What excites you about your chosen profession? How can you simplify the askerʼs life?

2) How are you different from anything or anyone else in the marketplace? Come on now! You donʼt have better customer service. You donʼt care more. You arenʼt more honest or have more integrity. You canʼt source better than anyone else. If there were a trade show where you were exhibiting along with every single one of your competitors, how would you stand out?

3) Why is your difference important to your customers? How are you more relevant to the needs of your customers? What are you doing that makes you a part of their team? How do you allow your customers to be a part of your company?

You need to be addressing those three questions with yourself every day. You need to be asking your customers the right questions to find out their pain points. This is the hard work. This is the hard work that pays. This work gives you honest, authentic, customer-focused answers to the question youʼve been waiting for, "So, what is it that you do?"

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