Talking To A Prospect As If To A Friend

While working with a new coaching client, I asked to hear her sound bite. Everyone needs a good sound bite. A sound bite, sometimes also called an "elevator speech," is a 10- to 15-second commercial on what your company does, offers or stands for. Use it when you meet someone new in business, use it at networking meetings, and use it on the telephone as part of your introductory calling script.

Here is the sound bite from my client:
Client: We offer complete marketing solutions.
Wendy: (With eyes glazing over?) Huh?

The idea behind the sound bite or elevator speech is to communicate clearly, easily and effectively what you do and why someone else should be interested in what you do.

I asked my client, if a friend asked her to explain what she does, would the answer be "complete marketing solutions"? Probably not. And there's your litmus test. If a phrase would make a friend think you'd suddenly lost your mind, don't use it in a conversation with a prospect! Most likely, it sounds artificial and probably doesn't actually mean anything. That same phrase may be fine in writing, for your brochure or web site, but it is not as effective in spoken language, because written language and spoken language are different.

These differences come into play when you are writing an introductory calling script. Write your script down the way that you speak. If your script is in written language, you will sound phony. Real people do not speak with capital letters at the start of sentences and periods at the end. People actually speak more in phrases or fragments, with pauses and the occasional "ah" or "um..." Write your introductory calling script with no punctuation and no capitalization. If there is a point that you particularly wish to emphasize, underline or highlight it. It is imperative that you sound real, so you may want to try talking into a tape recorder, then playing it back and writing down what you've said.

Try to stay "jargon-free." Every industry has its own jargon, but you must know and use jargon appropriately. If your prospect does not understand your industry jargon, then she will not understand you when you use it! Instead, become conversant with your prospect's industry jargon-then, she will see you as an expert who understands her industry and her issues and concerns.

When you are writing your script, keep in mind a particular individual to whom you will be speaking. Picture this person as a friend, as someone who is open and receptive to what you have to say. Speak to that person as you would to a friend, and not in formal business language taken from your company brochure.

I have seen perfectly reasonable, articulate human beings become stiff, formal and uncomfortable while trying to speak in a manner they believe to be "businesslike." They use unwieldy phrases like "complete marketing solutions," because someone told them it sounds more professional. It doesn't. If no one understands what you are talking about, no one will buy your product or service. Be yourself, and speak as you would to a friend. Remember your litmus test: Do not include anything in your introductory calling script that would make a friend raise an eyebrow.

The very definition of an introductory call is that you are talking to a stranger. You are telling your story to someone who knows nothing about you, your company and your product or service. You must be clear. For the ultimate test, before you get on the telephone, try role-playing your script with an eight- or nine-year-old. If that kid does not understand what you are talking about-no one else will either.

© 2004 Wendy Weiss

Wendy Weiss, The Queen of Cold Calling & Selling Success, is a sales trainer, author and sales coach. She is the author of Cold Calling for Women and the recently released Cold Calling College. Get her free e-zine at http://www.wendyweiss.com.

---

Your Best Friend - The Phone

We all know that you can't earn your commission until... Read More

Where to Find Mannequins for Sale

Any time a clothing store opens or expands, they must... Read More

Selling the Dr. Seuss Way

"I am Sam. Sam I am. Do you like green... Read More

Handling Objections

HANDLING OBJECTIONSSales presentation is not always going to be plain... Read More

Stuff We Make Up About Our Prospects

? Go through the "no's" to get to "yes." ?... Read More

An Introduction to Store Fixtures

Everybody is familiar with the old retail chant, "Location, location,... Read More

Give Up the Need to Sell

Most business people will tell you that selling is not... Read More

Looong and Boooring Sales Letters

You have all seen them,the sales letters that never ends.... Read More

Smooth Sailing (Selling) In The Second Half of The Year

You can make a difference in the second half! You... Read More

A Look at Store Fixture Parts

Products for sale need to be displayed in a manner... Read More

Sell More Products and Services with Testimonials

Testimonials are all-important to sell anything. You may already have... Read More

7 Pitfalls of Using Email to Sell

* Are you sending e-mails to prospects instead of calling... Read More

How to Create Material That Will Get You Sales Now!

WHY ARE YOU WRITING THIS BROCHURE OR SALES LETTER? A... Read More

How to Buy Wholesale Store Fixtures for Your Business

It may sound funny, but honestly, if you're opening up... Read More

The Secrets Behind Hypnotic Selling

Hypnosis has been a taboo word for far too long.... Read More

Lance Has What It Takes

Lance has what it takes and then some.Did you know... Read More

The Power of Thank-You

When was the last time you thanked your customers?This often... Read More

Know What You Are Selling As If You Were Buying It

Recently I wanted a new lawn mower as we have... Read More

Generating Sales Leads

Any company that relies on selling a product or service... Read More

How to Reach Purchasing Agents of Big Corporations

Now business owners and sales professionals can develop a Faster... Read More

Make Your Trade Show Booth Popular

So, you are taking your products and heading to a... Read More

The Email Blow-Off

This week's article is my response to a question by... Read More

Revenue Growth Through Alliances

Any company in today's global economy must eventually face the... Read More

Create A Killer Product by Writing Your Sales Letter First!

You may not realize this, but when if you are... Read More

Are You a Cultivator or a Harvester?

As a result of providing marketing consulting, training and coaching... Read More

Persuading Learners to Buy: 7 Groups

There are seven major reasons why adults continue their pursuit... Read More

Touchdown! Closing Skills for Successful Selling

It's early January 2004. The Green Bay Packers are just... Read More

Peddlers, Hucksters, & Empty Suits

Ever feel like you were "just a salesperson"? I think... Read More

What Are Car Boot Sales?

If you live in England then you will already be... Read More

Schedule Telemarketing Time For More Success

Telephone canvassing, or cold calling, is the practice of sitting... Read More

9 Ways to Keep Clients Coming Back For More

A lot of effort is put into getting new clients.... Read More

Count Down To An Advert

There are hundreds of books available to teach you how... Read More

Gatekeepers

When I ask salespeople to define what a gatekeeper is,... Read More