In A Compelling Elevator Speech, Say Why People Buy From You

In A Compelling Elevator Speech, Specify What Motivates People To Buy From You

When account representatives, customer service reps, and others in sales find out that they must briefly describe three problems that they solve in emotional terms, they often resist. Some refuse. The other ingredients in the recipe for a compelling elevator speech are: name, rescue statement, and hook question. Nobody who deals directly with clients or customers seems to have a problem with these.

compel action in 30 seconds
Still, to answer the question, “What you do?” in 30 seconds or fewer and compel the listener to ask for your business card, pain is necessary. That is, you must state three discomforts or sore points that you resolve to compel a stranger on an elevator to get your business card before you step off the elevator.

be prepared
Of course, an elevator speech is not just given on an elevator. Nor is it only shared with strangers or people who ask, “What do you do?” This is why it is important to develop a compelling elevator speech and to adaptively find opportunities to use it in a variety of situations.

name the top motivation to buy
This 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 top motivator for people to buy from you or to make a referral to 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 budget and the will to pay for a solution.

red ribbon
The number two reason to buy is pain in the future. When it is going to hurt in the future if you do not do something about it now, then the will and the ability to spend can be strong.

yellow ribbon
In third place of what gets people to buy is pleasure now. Fun, enjoyment, comfort, or thrills right now gets people to 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
In fourth place of what motivates people to buy is pleasure in the future. Expectation of future enjoyment is indeed powerful. A nice vacation, a beautiful wedding, a splendid home, a secure retirement: People save their money for these with hope in their hearts. Savings for these can suddenly become money available, though, when something hurts badly now or is expected to get worse without preventive or corrective action.

arousing interest: fifth place
Contrary to the beliefs of many ad copy writers, arousal of interest or curiosity comes fifth in what gets people to buy. Some ads tell stories like, “My friends thought I was crazy until I told them how great this thing is!” These appeal to the number-five reason to spend.

'positivity' not always best
A top problem for many in describing what they do lies in their insistence on addressing one of the bottom three reasons why people do business with them. They smile and want to be positive. They want to express infectious enthusiasm for the wonderful goods and services that they sell. One example of what trumps this: “People come to me worried about their career.”

the unexpected works
A top reason why many of the same people oppose following the formula for a compelling elevator speech is that they consider it improper to talk about their customers having ‘negative’ feelings. This is particularly true when they’re asked “What do you do?” This is why the straight and unexpected truth works.

break the ‘negativity’ taboo with relevance
Though counter-intuitive for some, a compelling elevator pitch is really this simple: When you give your name, identify in emotional terms three problems that you solve (why people buy from you), state that you solve such problems, and ask if any of this is worth discussing, then you answer the question meaningfully. These are the steps in a compelling elevator speech. Do this well and people will ask for your card.

what works
This is how to tell people what you do in a way that anybody could comprehend in terms of relevance to themselves and those close to them. Customize the three pains to your understanding of the person who asks and they just might ask you another question: “May I have your business card?” That is when an elevator speech is compelling.

This and the Joe's Hotdogs parable brought to you by
Glenn R Harrington of Articulate Consultants Inc
www.articulate.ca

The Elevator Speech That You Whisper

There are people who believe that a great elevator speech needs to be delivered with enthusiasm. They would like everybody on the elevator to hear it and be moved. That is why many rehearse their elevator speech to deliver with passion an exciting answer to the question, “What do you do?”

In truth, the stirring performance that you rehearse for a traditional elevator speech might impress your spouse, and it might earn a ribbon at a Toastmasters meeting; yet, a compelling elevator speech – one that compels strangers to ask for your business card – is best spoken softly.

the traditional elevator speech
Here are good examples of the traditional elevator speech:

- Jeff says, “I work with people who want to accumulate wealth by investing in undervalued stocks.”
- Brenda says, “I help couples to furnish and decorate their new homes in a style that’s all their own.”
- Jeanette says, “I work with growing companies that need to find talented people so that they can continue growing and become more successful.”
Each of these elevator speech examples calls for impassioned delivery – with a smile, with zest. Because of that, Brenda could go on with examples of the exciting work she does as an interior designer and decorator.

The enthusiasm that makes a traditional elevator speech effective also requires self control to keep it brief. This is not the only challenge with a traditional elevator speech.

the question-answer trap
There are several basic problems with the traditional elevator speech. The first is to answer the question “What do you do?” succinctly. Like Brenda, many would like much longer than 30 seconds to describe themselves and their work.

The main problem, though, is that most people just don’t want to hear others talk about themselves – especially if it sounds rehearsed. Most people seldom ask, “What do you do?” Hence, many who develop a stimulating elevator speech seldom get to use it. There is a simple solution to these problems.

Don’t talk about yourself.
A Compelling Elevator Speech differs from a traditional elevator speech in one critical way: It’s not about you at all.

formula for a compelling elevator speech
A compelling elevator speech communicates:
1. Who you are (name with or without title or organization).
2. Three problems you solve described emotionally (e.g. fear, frustration, aggravation, worry).
3. That you solve such problems (positioning you as a rescuer).
4. A hook question. (e.g. “Is that important to you?”)

example of a compelling elevator speech
Jeannette would be wiser to say something like this: “You know, a lot of companies in this area are having quite a tough time finding good people to hire. Then, it can be frustrating to keep a good team together. Of course, letting people go can cause lost sleep, too. As a certified Human Resources Consultant, I help to make life easier for senior managers. Can you relate to that?” For greater impact, she should lower her voice as if she’s sharing something confidential.

why whisper
A compelling elevator speech is best delivered in hushed tones for two reasons:
1. You should whisper because a truly compelling elevator speech focuses on the problems you solve for people – described empathetically in emotional terms. It’s not polite to talk out loud about your clients’ head scratching or nail biting. Emotional empathy positions you as respectful and credible. Lowering your voice shows that.
2. People pay more attention when you whisper, especially in contrast when they expect you to announce grandly what you do and talk about yourself.

sample elevator speech
There are thousands of people toiling away on their elevator speech right now. They’re trying hard to describe their work briefly so that people will understand what sets them apart. They’re earnestly rehearsing in front of mirrors. They’re anxiously waiting for somebody to ask that trigger question, “What do you do?” As an elevator speech coach, I take away that pressure. Would that be meaningful to you?

If you want strangers to ask for your business card after 30 seconds, and you can accept that a compelling elevator speech is not about you, then use this formula, and say it with in a hush.

This and the Joe's Hotdogs parable brought to you by
Glenn R Harrington of Articulate Consultants Inc
www.articulate.ca