When account reps, customer service reps, and others in sales discover that they must briefly describe three problems that they resolve in emotional terms, they often resist. Some refuse. The other ingredients in the recipe for a compelling elevator speech are: name, ransom statement, and hook question. No one who deals directly with clients or clients seems to have a problem with them.
force action in 30 seconds
Still, to answer the question, “What are you doing?” In 30 seconds or less and force the listener to ask for your business card, the pain is necessary. That is, you must indicate three annoyances or sore spots that you resolve to force a stranger in an elevator to get your business card before getting off the elevator.
to be prepared
Of course, an elevator speech is not just given in an elevator. Nor is it shared only with strangers or people who ask, “What are you doing?” This is why it is important to develop a compelling elevator pitch and find adaptable opportunities to use it in a variety of situations.
name the main motivation for buying
That is why it is also important to transcend the objection that describing the problems you solve in emotional terms involves the taboo of “being negative.” In truth, the main motivator for people to buy or refer you is that they want to relieve some kind of pain.
say what hurts
Sales guru David Sandler ranks pain in the present as the top motivator for people to buy. When it hurts now, there is a budget and a willingness to pay for a solution.
Red ribbon
The number two reason to buy is future pain. When it’s going to hurt in the future if you don’t do something about it now, then the will and ability to spend can be strong.
yellow tape
Third, what makes people buy now is pleasure. The fun, enjoyment, comfort, or excitement at this time makes people open their wallets. Still, this is not as powerful as relieving worry, anger, confusion, aggravation, frustration, stress, or restlessness now or in the future.
green ribbon
Fourth, what motivates people to buy is the pleasure of the future. The expectation of future enjoyment is really powerful. A good vacation, a beautiful wedding, a splendid home, a secure retirement – people save their money for these with hope in their hearts. However, the savings for these can suddenly turn into cash on hand when something hurts badly now or is expected to get worse without preventive or corrective action.
arouse interest: fifth place
Contrary to the beliefs of many copywriters, arousing interest or curiosity ranks fifth in what makes people buy. Some ads tell stories like, “My friends thought I was crazy until I told them how cool this is.” These appeal to reason number five for spending.
positivity is not always the best
A main problem for many in describing what they do lies in their insistence on addressing one of the three lower reasons why people do business with them. They smile and want to be positive. They want to express an infectious enthusiasm for the wonderful goods and services they sell. An example of what trumps this: “People come to me concerned about their careers.”
unexpected works
One of the main reasons many of the same people are opposed to following the formula for a convincing elevator pitch is that they find it inappropriate to talk about their customers having “negative” feelings. This is particularly true when asked “What do you do?” That is why the direct and unexpected truth works.
breaking the taboo of ‘negativity’ with relevance
While counterintuitive to some, a compelling elevator pitch is really that simple: When giving your name, identify in emotional terms three problems that you solve (why people buy from you), say that you solve those problems, and ask if there is some. of this is worth discussing, then answer the question in a meaningful way. Here are the steps to a compelling elevator pitch. Get it right and people will ask for your card.
it works
Here’s how to tell people what you do in a way that anyone can understand in terms of relevance to themselves and their loved ones. Customize the three headaches to your understanding of the questioner and perhaps ask another question: “May I have your business card?” That’s when an elevator pitch is compelling.
– Glenn R Harrington, Articulate Consultants
http://www.articulate.ca/
