Elevator Speech Hooks Big Fish

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".

A Twist on the Elevator Speech

You probably have an elevator speech, a short explanation of what you do that can be delivered in the time it takes an elevator to ride a few floors. Sales trainer Tim Connor has an intriguing variation - elevator questions. Here's how it works:

If you were told by a prospect that you had sixty seconds to sell them, what would you do? Would you condense your sales message into a one minute presentation or talk about your organization and its strengths and history? Would you ask a few thought provoking questions or just sit there dumbfounded wondering what to do or what to say next?

I recently met a prospect on a hotel elevator in Las Vegas. He looked like he was a business person, so I asked him, "What do you do for a living?" He responded, "I am in the insurance industry." My follow-up question was, "What do you do in the insurance business?" He said he was the president. (Keep in mind, I don't have a lot of time here, we are on a elevator.)

My follow-up question was, "Do you know what your lost sales are costing you every year?" (Elevator Question)

He paused and then replied, "I am not sure, what do you do for a living?"

I said, "I am in the business of helping organizations reduce their lost sales revenue." (Elevator Statement)

An elevator question is any question that cuts to the heart of your prospect's challenges, concerns or fears, and makes him think. It also implies that you or your organization may have a possible solution for his problems. Remember that elevator questions are not used only on elevators. They can be used at social settings, while selling on the telephone or anywhere during the sales process.

SalesDog's advice: Work on some elevator questions this weekend, and put them to use next week!

-- Tim Connor is CEO of SalesClubsofAmerica.com and a contributor to Top Dog Sales Secrets. He is a popular speaker, sales trainer and successful author. Visit his website at TimConnor.com