Im A Second-Story Man


Can you say who you are and what you do in twosentences or less?

If someone should ask (in an elevator, get it?)what do you do? You should be able to recite theanswer as fast as Robin Williams comes up with aquick one liner.

Robin Williams can do it because he has rehearsedevery line. He is just waiting for the opportunityto bring up another fully rehearsed blurb. Thereis no "ad-lib" from Robin, he has carefully workedout every retort to be very funny.

Your elevator speech should be deliveredcompletely rehearsed, no thinking to it, when youget the question: "What do you do?"..

We're not talking labels here, or vague references.

"I'm in Hardware"
"I'm a Plumber"
"I sell life insurance and used cars".
"I'm a consultant "
"My company sells printing presses"
Or the worst of all "I'm in sales"

They all say what you do, but what they say is allabout you. It should be all about them. It shoulddescribe how you add value. It should describe thebenefits. Most of all, it should stimulateconversation!!!

Your well-rehearsed elevator speech should, in twosentences or less, explain what you do (benefits)not what you are (title). Every person in businessshould have an Elevator Speech. Your elevatorspeech should encourage conversation and get themthinking.

When you say what you do, what you say should getthe response "Oh? Tell me more.."Even if you are talking to a person you KNOW willNEVER be a customer, do it anyway. That person mayknow someone who COULD be a customer. You can'ttell, so treat them all as prospects and give ityour best shot.

Think about what you do and the benefits youprovide customers, or think about what you selland the benefits. Remember, every businesssituation the customer wants to know, "What's InIt For Me?".

With a little practice you can make your elevatorspeech so compelling they have to ask. Answeringthe "What do you Do?" question with "Isell the best extension ladders made in America!"might get a yawn in response. But give it a littletwist and you have a winner.

"I'm a second story man and my ladder hasn't letme down yet!"

"Oh? Tell me more"

"My extension ladders help people get off theground safely to do jobs as much as 45 feet in theair. Our ladders have extra wide steps on everyother tread. Do you use ladders in your business?"

POW! Business connection made.

As easily as you can respond to "What's yourname?", you should be able to recite your elevatorspeech, and be able to follow up with severalclarifying sentences. After that salesmanshiptakes over and off you go.

Craft your Elevator Speech so the other personcan't say:

"That's nice, but I'm not interested"

"We already have one of those"

Think benefits. Work to get the "Oh? Tell me more"response. And do it in two sentences or less.

For more about business, get my article"Voice Mail Can Be Your Buddy"MailTo:[email protected]

©2005 BIG Mike McDaniel All Rights [email protected] Mike is a Professional Speaker and SmallBusiness Consultant with over 30 years experience,http://BIGIdeasGroup.com

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