You're at a conference. Someone steps in the elevator, notices your name tag and asks, "So what do you guys do?" Quick -- what's your answer? You've got about 15 seconds before the doors open.
For most business owners, getting to the crux of what they really do is the hardest, yet potentially most rewarding, one-minute conversation they will ever have. In that shortest of time spans, potential customers, vendors, and employees will make a complete assessment, deciding then and there if your company, products or services are worth pursuing. Why? Because it's all the time they have before the doors open ? so make it count.
Trap #1: The Laundry List
The commonest of traps is to try and list every product and service you provide. "We sell, service and maintenance new and used industrial fittings for the diesel engine aftermarket." The reply? "Thanks! This is my floor? nice to meet you!"
Solution: Like everything else in branding, your 15 second elevator speech should convey the essence of what you do, not just a descriptive phrase. It should stress the benefits of what you do, not the features. In marketing they call it "selling the sizzle, not the steak". Sacino's Formalwear in Florida had rented tuxedos for three generations. But upon closer examination, we determined that customers really did not want to rent heavy, expensive, snug fitting clothing. In other words, it wasn't about the cloth, it was what the cloth did. The heart of their new :15 elevator speech? "We Make Men Look Good!"
In short, look for the solution or benefits your products and services provide. How can you sum that up in two to three sentences? For Harbour House Crabs, the central theme went from selling seafood to "Making any occasion a special occasion?"! For Mark Mohr at Joe Ricos, it went from selling coffee to creating a sanctuary where you could "Escape the Ordinary?".
Trap #2 The Sweeping Statement
Once you realize the laundry list approach doesn't work, you may be tempted to simply summarize. This is great for the back of a DVD, but not good for getting new business. A typical sweeping statement goes something likes this? "We're into enterprise management software". Response? Unintentional yawn. Look down at watch. Leave with a nice pleasantry.
Solution: Add some pizzaz! While attending a business conference in the Bahamas a couple of years back, I heard a very dynamic speaker tell of her work in the philanthropic field, setting up foundations and putting together partnerships. When I asked her specifically what she did, she simply smiled and replied "I make magic happen."
I love magic.
You can bet I made sure to follow up and keep in touch with her as she worked toward setting up peace schools in various nations. Her work was varied, but her benefit was consistent? magic.
Make it a goal this week to develop a one to two sentence statement that sums up the benefits of what you offer. Avoid dry, purely descriptive statements and go for the "Wow!" factor. What is it you do that your customers truly appreciate, demand and are willing to pay top dollar to obtain. To help you, think of the last customer you had that just raved about your products or service. What specifically did you do for him or her that really turned them on about your company. Distill that that into two or three simple sentences of pure marketing maple syrup and you will have your 15 second elevator speech... (and you'll also have the attention of a lot more customers). This will be some of the hardest, and most rewarding work you will do. But as Emerson said? "So much of our time is preparation, so much is routine, and so much retrospect, that the path of each man's genius contracts itself to a very few hours." So spend a few moments and make this statement one of the rewards of those few hours.
Phil's life goal of "creating environments where people thrive" reflects his desire to assist in personal, professional and business growth. Phil founded and ran a full service ad agency for over 17 years and now works full time as a business naming and branding consultant. Phil resides with wife Michelle and four energetic offspring outside Asheville, North Carolina. His web site can be found at PureTungsten.com.
Networking is probably the oldest, easiest, most effective and least... Read More
The two most common complaints about networking are: 1) I... Read More
Just yesterday I received an email from a colleague telling... Read More
Quote of the week"The answer is always no...unless you ask."... Read More
There's a time and place to network with people in... Read More
Networking: Is it who you know or what you know... Read More
Some of the most successful businesses in existence today started... Read More
"Instead of a handshake, I gave Toby a high-five to... Read More
With at least 60% of job-seekers finding employment through networking,... Read More
If you're new to the internet marketing club, you may... Read More
How do you measure a group's worth to your organization?It... Read More
Do you enjoy one-on-one networking, however, the thought of walking... Read More
Research shows that talking to strangers -- not people in... Read More
Why are people scared to ask for a referral? Is... Read More
You see him from across the room. You know him,... Read More
Effective business promotion is more powerful than advertising. Using golf... Read More
Do not destroy all your positive displacement and high energy... Read More
Hospitality relates to the Latin term philoxenia, or "the love... Read More
Networking requires an investment of time, money and effort. Here... Read More
In life, you have to successfully work with people to... Read More
The most successful organizations have good communication skills. Survey after... Read More
Ah, the personal touch that continues to make a big... Read More
Networking is a term that didn't exist (academically) until almost... Read More
When it comes to quality, how do you choose the... Read More
Breaking into conversational groups is one of the things people... Read More
Essential to your success as an effective, engaging communicator is... Read More
How's your relationship?I'm not prying into your personal life, so... Read More
When I walked into Dallas's famous Y.O. Ranch Steakhouse, all... Read More
"Hey Scott, would you like to go to a Bad... Read More
Know your customer, know your customer, know your customer. Three... Read More
The StoryAs a child growing up, one of the many... Read More
What is the biggest advantage of forming an alliance?Everyone has... Read More
"The Networking Factor, Everyone is important!" This slogan reminds me... Read More
Many people associate alcohol with relaxation and fun, so it... Read More
The festive season is a great time to sharpen and... Read More
A value-added network can be achieved through explicit actions to... Read More
Here are 34 affirmations I have created after studying the... Read More
People like others whom they are like. So if you... Read More
The most successful organizations have good communication skills. Survey after... Read More
Why the business card grab is not why you are... Read More
I grew up in a household where saying thank you... Read More
Just yesterday I received an email from a colleague telling... Read More
The StoryWhen attending conferences, conventions, or private events, it's guaranteed... Read More
If you're fond of a good debate, you know how... Read More
You're terrible with names. You forget someone's name within ten... Read More
Successful networking requires the understanding from the get-go that it... Read More
One of the most cost effective ways of generating leads... Read More
A few years ago, I was attending a family function... Read More
Recently, while providing an up-and-coming Virtual Assistant (VA) and small... Read More
The two most common complaints about networking are: 1) I... Read More
How can you find out the group loyalty requirements before... Read More
"If you build a better mouse trap - the world... Read More
The StoryBusiness has a habit of testing us as individuals... Read More
Networking ? it's the latest business trend. Or is it?Actually,... Read More
Ever use someone else to get your message out?For example,... Read More
What happens when you meet a potential client at an... Read More
In life, you have to successfully work with people to... Read More
It is important for you to join at least one... Read More
Networking, schmoozing, making connections. Call it what you want, it's... Read More
I hope the title of this article aroused your curiosity!... Read More
Do you use Ryze or LinkedIn to promote your web... Read More
Quote of the week"The answer is always no...unless you ask."... Read More
? "Make Every Moment Count" is the title of a... Read More
What has networking got to do with joint ventures? "PLENTY"... Read More
As a small business owner you may find yourself in... Read More
Although, this is about giving the gift of your name... Read More
Networking |