It Is Not Just What You Say, It Is How You Say It
By Scott deMoulin and Dallyce Brisbin
Jim Carey once said, “The effect you have on others is the most valuable currency there is.”
The ability to communicate effectively and motivate someone to continue connecting with you is one of the most important skills you can master. Learning how to impress with less, communicate with clarity and become more engaging in your interactions will significantly influence your level of success in business and in life.
In today’s fast-paced, sound-bite world, the options for connecting continue to expand, while people’s time and attention spans continue to shrink. Now more than ever, your ability to make a memorable and meaningful first impression is essential.
In business, opportunities for meeting new prospects in person are greater than ever, especially here in Las Vegas where we host more than 42 million visitors each year, in addition to the 2 million local residents.
Communicating in a succinct and captivating way requires both strategy and practice. One such strategy is being able to wow someone when they ask what you do. This can be accomplished by learning to deliver a brief, but compelling, synopsis known as the elevator pitch.
The idea is to effectively pitch yourself in the time it takes to ride a few floors in an elevator. An effective elevator pitch is one that goes beyond the one-word answer but does not try to give a dissertation either. It is a high-level primer designed just to spark enough interest in the recipient so that they want to know more.
First, let’s look at some examples of what not to say when asked, “What do you do?”
When networking or socializing: “I’m a realtor.” (or insurance agent, chiropractor, coach, consultant)
You have done little to create interest or demonstrate how you are unique, and your listener may have a negative assumption or reference of others with similar titles.
There are several different styles of elevator pitches. One style we find to be highly effective and engaging is to begin by responding with a question such as “Do you know how” … or “Did you know …” followed by, “What I do is …”
Here is an example of what you can say when asked, “What do you do?”
“Did you know that people who attempt to sell their home themselves take an average of 38 days longer, at an average price of $18,000 less and they increase their odds of a lawsuit?”
“What I do is use an exclusive marketing plan I created to eliminate stress by selling your home faster, for more money, all while shielding you from the headaches in dealing with buyers or lawsuits.”
To achieve positive results, you need to know what to say, how to say it and the best order or syntax for delivering your message.
An elevator pitch can also be a powerful sales tool in situations such as working a trade show booth or in direct sales.
Here are some examples of what not to say in a sales opportunity:
“I help you lose weight … sell your house … make more money … get out of pain … improve your relationship … grow your business … be happier.”
It is important to refrain from leading with your solution before you have identified a potential problem or need your prospect might have. This can position you as pushy, needy or a “typical salesperson” with “commission breath.”
Here are some examples of what you can say in a sales opportunity:
“Did you know over 70 percent of the U.S. population is overweight, with 32 percent classified as obese? Even those who think they are healthy can experience challenges from toxins in their diet or environments they are not even aware of.”
“What we do is help you achieve your ideal weight without yo-yo dieting, while you cleanse and eliminate the toxins in your system.”
When you share the problem you solve first, you cause your listener to salivate for an answer prior to sharing your solution.
People make buying decisions with emotion and justify them with logic.
Contrary to what most people believe, it is not what you say that is most important. The key is that the recipient interprets what you say in the way you intend. People do not buy a product or service just because of what it does or how it works. They buy the feeling that you, or your product or service, give them. Successful business and sales people focus more on the feeling you leave them with, beginning with your first interaction.
People want to do business with people they trust.
If your prospect perceives you as credible, which is made up of knowledge and trust, they are less likely to push back or object and more likely to say yes to your offer or opportunity.
When you are effective and engaging in your first interaction with someone, the door to a world of potential new connections and opportunities opens.
Your communication ability is one of the most important skills to develop. Spending time crafting and mastering your elevator pitch is one strategy that can help you become more effective with networking and direct sales scenarios.
Destiny Training develops businesses of all sizes by integrating conscious communications and integrity-based growth strategies. To learn more about their programs and events, please visit destinytraining.com.