Yep, we’ve all been there. Someone comes up to you at a networking event and asks, “What do you do?” And you blurt out something boring then walk away feeling like you just wasted a great opportunity.
Because so many people struggle with the elevator speech, I started holding elevator speech workshops where I teach people how to get their ideal clients and customers to listen.
Many professionals and entrepreneurs, despite being at the top of their game, still struggle with their elevator speech. Here are the top reasons why and what to do about them:
4 Reasons You Struggle With Your Elevator Speech (and what to do about it)
- You’re underplaying the incredible value you bring to your ideal customers and clients…
Even if your product or service is readily available from other companies, only you do it exactly your way. So, instead of saying, “I’m a financial adviser,” say something like this, “I’m a financial advisor who works with attorneys who are 5-10 years away from retirement and are afraid they won’t be able to keep up their lifestyle after they stop practicing law.” See the difference? (Disclosure…I have a client who says just that in the elevator speech…and it works like a charm!”)
- You’re good at explaining what you do, but you don’t explain why someone should do biz with you…
We all want to tell the world what we do – but the truth is no one cares what you do…they care what you can do for them. Don’t just say, “We’ve been in business for 30 years” instead say “We’ve been in business for 30 years and we are the most knowledgable company in our market and that means you don’t have to worry you haven’t chosen the best company to…” and so on.
- You aren’t totally clear about who you should be trying to attract…
Often I work with B2B business owners, who, when asked to describe their ideal customer, will spout details such as gross revenue, public vs. private, etc. Listen, people buy from people, right? The final decision-maker could be someone you will never be able to get in front of. So, focus on who you can get in front of and what he or she wants more than anything in the world regarding what you have to offer – insert that into your elevator speech.
- You’re not clearly articulating why your company is a way better choice than your competitors. Make a list of all the reasons why your ideal client or customer should hire you – instead of your competitors. Then rank them from 1-5 (with five being the most valuable).
Here’s a few head-smacking aha’s that occurred during my elevator speech workshop:
Real Estate Agent: “This made me realize that my best clients are renters, new to the area, and ready to buy their first home here. I never saw that until now.”
Interior Designer: “I thought my ideal clients were women. Boy, was I wrong! All my best clients are men, but I didn’t see it until now.”
Owner of a Healthcare Company: “This made me realize that when people ask me what we do, I have been downplaying my company’s most valuable benefit (which is a part of our corporate name). Crazy!”
Financial Advisor: “I have never thought about including my master’s degree in financial planning in my elevator speech until now. And it sets me apart. It was right in front of me, and I didn’t see it til now!”
Free Offer – Set up a quick 30-min call with me and I’ll give you a tip about your ideal customers that you never thought of before! Schedule below: