There are many ways to answer the question “What do you do?”. Your answer has the power to make or break your opportunity with a potential client.
Below are two different elevator speeches I’ve seen salespeople use: one method repels prospects, while the other entices them.
The Impressionist: How to Repel Prospects
The Impressionist wants to set himself apart from others. His elevator speech sounds like this:“I work with only the best companies in the industry. Elite Enterprises and SNOB are my biggest customers. I work closely with their CEO, Terry Gucci. I’m sure you’ve heard of her. We handle their COQS financial systems, specifically in the re-arbitration of the micro-funding from their international and intergalactic commercial markets.”Impressed? You should be because the Impressionist goes to great lengths to ensure you understand just how important he is. High-falluting words and industry-specific acronyms fill his elevator speech. Also, you’ll hear lots of name-dropping; well-known people and top-notch companies are part of the repertoire. The trouble with the Impressionist elevator speech is that it’s off-putting. Most people don’t like the implications of intellectual superiority or elitism. They’re intimidated by the big words and won’t ask questions that might make them look stupid. Again, another elevator speech that doesn’t deliver results.
The Attractor: How to Entice Prospects
The Attractor’s elevator speech is magnetic to the right listeners because it’s focused on their needs, issues, and concerns. Here are several examples: – “I work with people who are struggling to sell their products or services into large corporate accounts.” – “I help small businesses win big contracts with large corporate customers.” – “I help technology companies who struggle to launch important new products into the market and want to improve their time-to-profitability.”These are some of the different Attractor elevator speeches I have used. Each one of them has been successful for me. They all invite and stimulate further discussion – which is exactly what I want!
How can you describe what you do without sounding like an Impressionists?