Capture & Captivate: A Killer 60 Seconds

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March 30, 2011 by CRAVE Blogger | Comments (0)

Regardless of what kind of business you run or where you run it from, effective communication skills are a necessity. The one business strength that every successful entrepreneur should own is the ability to be your company’s best spokesperson.

Even before you land the new client or close the sale, your potential client needs to understand what you are talking about, why they should care and how your product or service can benefit them. In the world of communication and business it is called an elevator speech (aka elevator pitch, elevator presentation,
or elevator story).

An effective elevator speech is no more than 2 minutes maximum (ideally 30 – 60 seconds) and is designed to play the role of a high-level introduction to whatever it is that you are selling.

Why you need an elevator speech?
There is no doubt that you are passionate about what you do and or sell and know your product or service inside out. The reality is that your potential customers are at most times not as passionate or interested in the minute details and intricacies of your product or services as you are. They are only interested in; why they should care about what you telling them and how your product or service can benefit them – and that is it! Even more, you only have around 40 seconds to make a powerful first impression. The attention span of the average person is just 30 -45 seconds before their mind starts wandering.

An elevator speech is one of those things that so many people think, “Hmmm, I should have one of those” but never get around to actually crafting.

Attention, all new and seasoned entrepreneurs … a solid elevator speech is critical to your success.

What goes into an elevator speech?
An elevator speech is about sharing the right information with a potential client so that something will intrigue them to; give you more time, a call, a meeting, a visit to your website. You are essentially trying to warm their buying temperature.

The aim is not to try and sell yourself really quickly; it’s about asking permission for more time to sell yourself properly.

It is a clear and compelling message that concisely and memorably introduces you, your service or your product. It spotlights your uniqueness. It focuses on the benefits you provide. And it is delivered effortlessly.

Equally as important as putting the right things in your elevator speech are ensuring that you don’t put the wrong things in it. Here are a few things that should not be a part of your elevator speech.

What to leave out of your Elevator Speech

~Do not share your extensive list of degrees, certificates and awards. No one cares as much as you do, especially when you only have their attention for less than two minutes.

~Do not start speaking by saying I am so nervous. That conveys a lack of confidence. When was the last time you lined up to work with someone who was not confident about themselves their product or service?

~Do not wing it, don’t try and develop your 2 minute pitch in the moment. Be prepared and know exactly what message you want your potential client to walk away with.

Most importantly, here a few tips to help you craft and deliver your killer elevator speech.

What to include in you Elevator Speech

~Have FUN with your elevator pitch and don’t be too serious! People respond to anything that makes them smile.

~Keep it SHORT. The shorter it is (ideally around 30-60 seconds), the easier it is to deliver when you only have a few seconds. Remember, clear, concise and compelling.

~Get right to the BENEFITS. What do you do that people want, and what results can they expect -tell them loud and clear!

~Develop a few VERSIONS of your elevator pitch. Ideally you want to have two or three elevator pitches for different types of customers and different types of settings

~PRACTICE, PRACTICE, PRACTICE. The more your practice, the more natural it will sound and the better your delivery will be – best of all the more comfortable you will be delivering it!

Remember, what ever comes out of your mouth in this short duration of time is the first and last impression you will leave in your potential clients mind. Make the choice to craft an elevator speech that leaves the right impression!

Karen Donaldson is a Motivational Speaker, Public Speaking and Presentation skills coach and Founder of Karen Donaldson Inc and Panache Life Inc. She has helped numerous executives, entrepreneurs and sales professionals become panic free presenters, communicate with confidence and clarity, command attention whenever they speak and deliver presentations that close the sale.

Visit Karen at www.karendonaldsoninc.com for free resources, one-on-one coaching and upcoming events.

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