If you were on an elevator and you only have 30 seconds to tell a stranger what you do, could you do it? You’ve got a great social media campaign, an informative website, and a trained staff to sell your products and services, but now you need the perfect 30 second commercial.
As a business owner, you know your business, but often explaining the business to another seems harder than it should be. Do you give them just a simple sentence, “I am a lawyer” or do you go further and explain all aspects of the specialty law you do? The answer lies somewhere in between both. Too short of an answer and you will not give the listener any reason to use your business if they happen to need it. Too long of an answer and you may come across long winded and “salesy”.
An “elevator speech” is a 30 second or less description of your business that gives the listener enough information to know what you do, and if your services would be valuable to them. Doesn’t seem very long, does it? It’s not, but it’s also about as big of an attentions span as our society has these days, and good “elevator speech” will get the reader’s attention, have them engaged in a conversation, and illustrate how you could help them in a very short amount of time.
Step 1: Getting their Attention
Does your current explain of your business or “elevator speech,” give a clear explanation of what you do? For example, if you have seen the show Gas Monkeys, if the owner of this Dallas based business simply said they were mechanics, he would be short changing his business and the work they do. However, if the owner said, “I have a car shop that restores old cars and restores cars to be sold at auction; we can simply restore them to their original condition or go further and add custom detailing to make the car even more special.” This tells the listener that they are no ordinary mechanic shop.
Step 2: Engage in Conversation
Now, that he has peaked an interest much more than if they had just said I am a mechanic, he needs to engage the listener. Let them ask more questions and help them understand your business. Once, they understand exactly what you do, your business is likely to be top of mind, when there need arises.
Step 3: Entice the Listener
In this particular example, the need is a desire to have a great car. You would know because you engaged conversation, and they understand that you are an expert in your field. The perceived need has been planted and they will be calling you soon to do business. Success!
All small businesses are in sales, and the doors are never closed. Whether you are at a soccer game or an elegant dinner, every conversation is an opportunity. Don’t miss out!