Typically when you meet someone new, you’re invariably asked what you do for a living. In fact, you may even be the one who asks first.
That’s the basis behind the “two minute networker concept,” and why I say “You’re only two minutes away from your next great referral.” In the world of the elevator speech, you have only a limited amount of time, actually less than 30 second, to answer the question “what do you do” in a way that captures the attention of your listener yet doesn’t sound like a sales pitch. A daunting task if you don’t know how to make that elevator pitch or 30 second introduction upbeat, easy to repeat and one that captures the curiosity of your listener.
If you took time to read a few books or websites with marketing advice, you will find many examples about the elevator speech, which is simply the compact little monologue you’re supposed to be prepared to deliver at a moment’s notice at every networking opportunity or chance encounter. The theory is that you should be able to present who you are and what you can do in the time it would take you to share an elevator ride with a complete stranger. So, In that short time, you should be able to tell a complete stranger who you are, what you do, and more particularly, what you can do for them, in an irresistible short sound bite … Easier said than done.
A good elevator speech should tell your listener about your talent, not your title, the problem you solve, why you are unique and the market you serve. It should also include a call to action in the form of an invitation and should be upbeat and easy to remember. When done right, those 30 seconds can create thousands of dollars in new business by creating a pipeline of qualified prospects that can be converted into customers, clients and referral partners. The opportunity lies in recognizing that most people are listening to that famous radio station “WIiFM” what’s in it for me, and as a result, they don’t care what you do or even what your name is, what they do care about is what you can do for them.
The best way to accomplish this is to know something about the person you are talking to. Before telling them what you do, ask a few questions to find out who they are and what they do. People love to talk about themselves so give them the opportunity. Learn to qualify with style. Once you know something about your listener, you can then give your elevator pitch. Most people have multiple talents and for that reason should have several different elevator pitches. For example, if you are a network marketer, chances are you sell a product or a service and you also recruit people to build your team. How do you know whether to lead with the product or service … or the opportunity? Knowing something about your listener can help you to determine which elevator pitch to use.
In addition, it’s important to remember the goal of an elevator pitch – to capture the attention of your listener and intrigue them to want to know more. This is your invitation or “call to action.” If you were to meet three people every day, get their information and follow-up with them, imagine what your pipeline of prospects would look like. You might offer them a free subscription to a newsletter, a free download to an audio recording, a free special report or an e-book … the possibilities are endless. Remember, to open the doors to new business, you must start by having an introduction that will unlock those doors.
You can then take your introduction or elevator pitch to the top floor, by creating a catchy slogan or tagline that people will remember long after your introduction is
- Keep it short and sweet. The definition in Wikipedia, an adult's attention span is eight seconds, so be sure to give just the right information so that after only hearing a sentence or two, your listener knows what you do.
- Grab your listener’s attention with a hook. Your objective in that first ten or fifteen seconds, is to have your listener want to know more.
- Tell your talent, not your title. People are not interested in hearing about your company name, your title or the company tag line. What they want to know is who you are and what benefit there is in connecting with you. Remember, talent over title equals interest.
- Use plain English. Forget the technical language and see if an eighth grader can understand what you do. If they can, they you know you are on the right track. If you want to keep the attention of your listener, use plain English.
- When possible, use examples that people can identify with. If your talent is to provide service at the highest level, mention Nordstrom and what comes to mind is high level of customer service. Give people a way to connect you with something positive.
- Practice makes perfect. Know your elevator pitch so that you are prepared when someone asks you what you do. You want to deliver it easy and effortlessly.
- Create a tag line from your elevator pitch and use it everywhere. My tagline “you are two minutes and two people from your next referral” is on my email, my business card and just about everywhere.
- Remember to listen. When seeking to build strong networks, remember it can be just as important to listen as it is to talk.
Take more than two minutes and put together your elevator pitch and you will not only be on your way to opening more doors, you will be that much closer to creating a slogan that will keep you at the top of your prospect’s or customer’s mind, every time.
Rhonda L Sher: The Sloganator Rhonda L Sher was born talking. She fell in love with words as a child and has never stopped communicating since. Her father once commented that she was vaccinated with a phonograph needle. Not only has Rhonda inherited her father's humor, but it's that quick wit that has become the signature that has helped propel her clients to stardom.Acclaimed Keynote and workshop leader, Rhonda has authored two books, "The 2 Minute Networker" and "The ABC's of LinkedIn," "Get LinkedIn or Get Left Out" as well as numerous action guides, articles, workbooks, jingles and corporate slogans.
In addition to writing, Rhonda uses her gift of gab as a featured keynote speaker, consultant and corporate trainer throughout North America. She has successfully taught hundreds of business men and women on the art of business networking and written hundreds of elevator pitches and slogans.Rhonda's greatest talent lies in her ability to create fabulously catchy slogans that are memorable, upbeat, easy to repeat and create instant brand identification. In addition to the books, audio and video, Rhonda creates slogans and taglines for her clients which are memorable, bring them business and make them, money. She works with you to create a corporate slogan for your business that sets you apart from your competition. Her creativity and energy will tap into your customer's mind and have your phone ringing off the hook with new business.
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The National Networker Companies™ and TNNWC Group, LLC“Empowering Emerging Enterprises”
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