Sunday, July 3, 2016

How to give an elevator speech

Use a technique taught by Hilton Johnson to deliver the premise of your business, product, or service in two sentences, also known as an elevator speech.

An elevator speech, or elevator pitch, is a concise summary. This term has been applied to product sales, interviewing, describing a project, and a myriad of other purposes. The central idea is to deliver your message to someone in the amount of time it takes to move from one floor to another in an elevator. 

Elevator speeds can vary from building to building, and the number of floors you are traveling together with a potential boss or customer can also vary. Thus, it is essential to deliver your message clearly and concisely.

Hilton Johnson Productions

Hilton Johnson Productions is the company of Hilton and Lisa Johnson. They describe the company as "the parent company of various specialized coaching and training companies in various niche markets including health coaching, direct selling, personal development and public speaking and training. Our companies include: CoachTrainer, MLMCoach, HealthCoachTraining, HealthCoachingU, MLMU, and GlobalTeleClass."

I subscribe to Hilton Johnson's free business tip of the day. Of course, by subscribing, you will also receive offers for classes and webinars taught by the Johnsons and their partners. These are excellence.

Elevator Speech Script

I learned the technique below from listening to one of the calls sponsored by Hilton Johnson Productions. I have been recently reviewing my notebooks for blog post ideas and marked this one to share. This is from my 2009 notebook.

The script consists of two parts.
  1. Do you know how _____?
  2. Well, what I do is _____.

For the first part (question), insert the problem that you solve into the blank. For example,
  • Do you know how some students struggle with understanding math?
  • Do you know how people sometimes feel like they have no energy or are tired all the time?
  • Do you know how business professionals need help getting organized?

For the second part (statement), provide the your solution to the problem. For example (using the problems listed above),
  • Well, what I do is provide tutoring so students can improve their math grades.
  • Well, what I do is share information on high-quality nutrition to feel better.
  • Well, what I do is coach professionals on how to be more productive with their time.

Using the script

Always bring the conversation around to this two-part script.

You: Hello. How are you?
Prospect: Fine. How about you?
You: I'm doing wonderful since I started my own business.
Prospect: What is it?
You: You know how _____? Well, what I do is _____.

You: Hello. How are you?
Prospect: Fine. How about you?
You: Great, because I've started taking a product that gives me more energy.
Prospect: What is it?
You: You know how _____? Well, what I'm taking is something that _____.

You: Hello. How are you?
Prospect: Fine. How about you?
You: Great, since I just completed writing my own book.
Prospect: What is it about?
You: You know how _____? Well, my book helps people _____.

Motivators and Worries

In a broad sense, most of us are motivated by one or more of four primary motivators:
  1. Finances
  2. Freedom (time)
  3. Job dissatisfaction
  4. Health concerns

However, we also struggle with worries:
  • Not enough money for bills, college, retirement, etc.
  • Unhealthy lifestyle
  • Lack of energy
  • Not sleeping well

If you can align your elevator speech with these motivators and worries, you have a better chance of connecting with potential prospects for whatever you are sharing.

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