“A conversation is a dialogue, not a monologue. That’s why there are so few good conversations: due to the scarcity, two intelligent talkers seldom meet. ~ Truman Capote
The “elevator” speech gets a lot of attention but it’s seldom used as a marketing tool. How often has someone asked you what you do for a living and you respond with your professional category? How far does that get you? If your goal is to qualify a prospect or initiate a potential sale you want to create a dialogue that will lead you down that path or at least give you the information you need to know if you’re barking up the right tree.
According to Michael Port, in Book Yourself Solid creating that dialogue can be broken into 5 parts that summarize your target audience, identify problems they face, solutions you provide, and includes results and benefits to your customers. Depending on the situation and length of time available, you can share what you do while standing out from the pack. Knowing the 5 elements allows you to improvise your delivery and expand your networking into memorable conversations.
Try starting off with a question like You know how businesses are looking for a way to recognize and thank their customers and employees? And fill in the information when they answer. Here I may say, Well, what I do it show my customers how to turn their giving dollars into marketing ones with custom made to order gift baskets that are enhanced by the their own branding and delivered in a way that creates referral opportunities.
This is much more of a conversation starter than I own a gift basket company. But maybe you’re in a situation that requires a shorter introduction. I could easily turn the above into You know how business people seem too busy these days? Well, what I do is set up a simplified gift giving process so they thank their employees and clients with a custom gift, by sending me a quick email.
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