Our Quote of the Week reminded our Managing Editor, Tina LoSasso, how a simple and non-threatening elevator speech can "hook" a big fish. Here's her story:
Several years ago, I taught marketing for a real estate franchisor. One month, while I was teaching the class the company's elevator speech, a woman shot out of her chair to tell the class why they HAD to learn this. Turns out her husband (and business partner) was in the class two months before and returned to their office insisting that everyone learn the elevator speech.
A few days later, the couple was at Home Depot buying paint to fix up their newly-opened office. A gentleman in front of them in the check-out line noticed their company logo-embossed polo shirts and asked her what they did. With some trepidation the woman answered using her elevator speech for the very first time. The gentleman was intrigued. It turned out he was a new home builder. The conversation continued and he ended up giving the new office owners all of his homes to list.
If you can't easily explain - in simple, "non-sales" language - what you do for your customers, you need to craft an elevator speech. A good one will "let your hook always be cast" for fish big or small.
For help on crafting an effective elevator speech, check out this past blog post, or contact one of our experts, Tammy Stanley, to learn how to craft a "vocal business card".
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