Elevator Speech and USP

terriz

When I was asked recently about the most valuable thing I learned from the program I am taking (the same one that helped me with the dialogue above), my answer was that I finally learned how to boil down what I do to one sentence (and believe me RainMaker I too know how hard it is--it's taken me almost three years and a lot of help to figure it out!)

I can't claim any instant success, but at least now I feel comfortable, even confident, telling people what my business is about:

"We are a life-style inspired, online learning and connection community dedicated to the success of Solo Entrepreneurs."

Gary Boye

I personally see no value in boiling down what one does to one sentence. I believe that with the same economy of words, we can break it into two or three shorter sentences that would produce better results. When I say results, I'm assuming that the purpose of an "elevator speech" is to inspire the person with whom you are talking to want to know more.

Sales conversational skills are critical for success in selling. We have to be careful that we don't forget the "conversational" part of that term.

bridger480

What do you count as "conversational skills"?

MitchM

My answer is not only being direct and honest to begin with but also what should be obviouis: listening well and asking questions based on the other person's answers because you want to uncover things and find out what matters to that person.

I know usually immediately when someone is using me to soap-box [which is fine when I allow them to do their thing because I enjoy the monologue] or when someone is trying to be a wise guy and get me to do something. I know because they don't do what I posted should be obvious in conventional skills.

RainMaker

Oh, I disagree, Gary--but the benefit is not always on the surface. I don't know if I would actually use my elevator speech to a stranger in the elevator, but it has forced me to focus on my primary benefit (or "slant" because I tend to equate it to a writing skill). One of my very biggest problems is that I am all over the place. I see SO many benefits of my product that my copy is too scattered and diluted. I just want to tell them ALL the great things instead of picking the one strongest and nailing it on the head.

Also, when cold calling you have to describe what you do in your introduction and you don't have the luxury of words.

bridger480

Like "Implication" and "Need-Payoff" questions or something else?

Gary Boye

I would think of "elevator speeches" as networking devices--as opposed to intros in cold calling.

But on the subject of "one sentence", consider that well-placed pauses are often a very effective tool in verbal communication--as are their operative opposites, run-on sentences. Why then would putting everything in one sentence be valuable in delivering our message--assuming we could use approximately the same number of words in in two or three sentences?

I see disadvantages in that method.

MitchM

Those words work - my thesaurus is full of other onestoo.

bridger480

"Implication" and "Need-Payoff" questions are a "type" of question. They are the "I" and the "N" in SPIN Selling.

terriz

I don't necessarily use the one-sentence in an "elevator speech" -- agreed, the elevator thing should be a conversation (see my post earlier in this thread).

The one-sentence, however, comes in very handy when I'm only allowed 20 words to describe what my business is in a link exchange, for instance.