What can you possibly say in 30 seconds or less that will grab a potential client's attention and make them want to learn more? Even better, if you were in an elevator with your absolute dream prospect, how would you explain the benefit of what you offer and make a sale from the time it takes you to get from the bottom to the top of a thirty floor building?
Writing your 30 to 60 second commercial, often Hijabreferred to as an "Elevator Pitch" is essential for any sales professional who wants to make a powerful first impression. One of the best books I've found on this subject is "How to Get Your Point Across in 30 Seconds or Less" by Milo O. Frank.
So let's say you meet an ideal prospect on the golf course or at a charitable fund raiser. Eventually they ask you, what do you do for a living? Hopefully, you have learned a little about them so you can adapt your story to them. For example, when I meet attorneys or financial advisers I use the following.
"As an author, trainer and business coach, my life has always been about helping people prosper and succeed in business and life. One thing I've observed is that many professional advisers face a lack of understanding about how to acquire a steady stream of new and better clients which leads to less business profit and results in a lot of unnecessary stress in their lives.
After more than twenty years in the industry I offer a unique six-step system that helps financial professionals and attorneys position as "trusted advisers" while teaching them everything they need to know about marketing to ideal clients with professional websites, articles, free-reports and making powerful strategic alliances. My proven six-step process helps professional advisers live their perfect life calendar by empowering them to turn ideal clients and other professionals into marketing advocates. Like one of my favorite clients says, "Thanks to you, I am making more money and I have a lot less stress in my life."
Notice how the "Elevator Pitch" in the example contains a marketing message that can be easily broken down into a few simple elements. The "pitch" ends with a brief testimonial and a simple call to action as explained in the last paragraph.
Now it's your turn. In four to five sentences briefly describe:
· What you do and for how long
· Who you do it for
· What the benefit to the potential client is
· What sets you apart from your competitors
· What a top client says about you
Once you deliver your Elevator Pitch, you need to follow-up with some kind of call to action. My favorite call to action was given to me from life coach, Shayla Roberts, who ends each 30 second commercial with this simple statement, "I am happy to tell you more about that, but I am much more interested in learning about you. Would it be possible to meet this week for coffee or lunch?"
Author, teacher and business coach Rebecca Stone Hijabis turning attorneys and financial advisers right-side-up with her Attorney Alliance Marketing System. This one of a kind system helps professionals get a steady stream of ideal clients at a price they can afford.