Tips of the Trade: “The Myth of the Elevator Speech”
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By Doug Stern, www.marketingprofs.com
I wish I had a nickel for every time a marketing director asked the elevator speech question: “What if someone asks, ‘What do you do?’ and you have 20 seconds to answer? What do you tell them before the doors open and one of you gets off?”
Since professional service providers tend to spend a lot of time in their head, they’re ready to pitch at the slightest glimmer of interest from another human being (prospect). The brain is the default filter for everything.
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