Tips, Rips, and Reviews
By Michael Dalton Johnson

An elevator speech is a short and sweet summary that describes a product or service and its primary benefit. It’s called an elevator speech because it delivers the summary in the time it takes for a short elevator ride, usually somewhere between 30 and 90 seconds.

A good elevator speech is a useful business tool.

Jill Konrath, author of Selling to Big Companies, explains why, "In today’s fast-paced world, the average person is bombarded with thousands of marketing messages from multiple mediums every single day. Advertising is everywhere— television, radio, road signs, e-mail, banner ads, direct mail, clothing, pens, newspapers, and magazines. These pervasive and often intrusive methods of capturing attention have created a backlash; most people don’t even notice them anymore."

The process of creating your elevator speech is a great way to get focused on what your company’s central message should be. Having a concise, powerful statement that describes what you do and that reveals a benefit that is appealing to the self-interest of your listener will serve you well with prospective investors, employees, and vendors.

Things to remember:

• Shorter is better. I limit my elevator speech to 30 seconds.

• Do not use jargon or technical terms.

• Do not use business clichés such as, "We offer a ‘best of breed’ solution for . . ."

• The fewer the syllables and the shorter the words and sentences the better.

Your elevator speech should be delivered with enthusiasm. If you’re not excited about what you’re offering, why should the listener be?

"Be yourself, everyone else is already taken."--Oscar Wilde

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A Super-Simple Way to Handle Resistant Buyers
By Art Sobczak

The simplest techniques can be so effective.

I heard a call where a prospect voiced an objection, but seemed a bit shaky in his conviction regarding what he said.

The sales rep responded,

"What was that again?"

The prospect then hemmed and hawwed a bit, continued talking, and actually admitted that he probably could go with the caller’s proposal.

Brilliant. So what happened here?

If you have a strong belief about something, chances are you’re able to explain why, with conviction.

On the other hand, if someone says something that is not completely truthful, or something they don’t believe strongly in, they will hesitate, hem and haw or exhibit other nervous behavior when questioned.

The same is true if they don’t have reasons for their beliefs.

Likewise, some prospects may not be clear in their expression of objections, or they might throw out some objections as stalling techniques. To clarify the situation, ask them to repeat, or explain their statement.

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