You’re in the airport waiting for a flight when you spot the CEO of a company you’ve wanted to connect with for ages. He’s also waiting for his flight. Your flight! Should you walk over? What would you say?
We’ve all been there. An opportunity presents itself and you have one chance to share your important message. In this age of information overload, no business skill is more essential than being able to connect with others quickly, whether in a one-on-one meeting or in front of thousands of people.
Acclaimed speaker and consultant Terri Sjodin defines an elevator speech as a brief presentation that introduces a product, service, or idea. Its purpose isn’t to say everything about your topic - just to intrigue and inspire the listener to want to hear more. Her best-selling book is an entertaining, practical guide to making your message concise, compelling, and effective. She reveals, for instance, how to:
In this newly updated edition, Sjodin offers her time-tested strategies and advice. Whatever your goal, you can learn to craft a fresh, brief, convincing message that generates tangible results.
©2012 Terri L. Sjodin (P)2012 Gildan Media LLC
“This audiobook is the definitive how-to for the all-important three minutes that will help get your foot in the door. It will show you how to take your elevator speech from the ground floor all the way to the top!” (Harvey Mackay, author of the number one New York Times best seller Swim with the Sharks Without Being Eaten Alive)
This book is pretty much a waste of time for anyone with even a modest amount of sales experience. I didn't notice any takeaways that I found to be new or noteworthy. It was pretty bland and boring.
I really like everything about this book. I love the material, the presentation, and the way that Terri really uses good stories to bring out her message.
The last time you gave your elevator speech to a prospect were you able to schedule an appointment to build a relationship or to discuss your product/service in more detail? Think back, the last 10 times you gave your elevator speech what were the outcomes? If you are not getting the results you would like to get, then you need to listen to Small Message, Big Impact - The Elevator Speech Effect by Terri Sjodin.
Have you really spent the appropriate amount of time developing a "killer" elevator speech?
Ms. Sjodin's approach to creating an elevator speech is very methodical and interactive. In her book she includes questions, check lists, worksheets and action items that help you develop a persuasive customized elevator speech that delivers results.
Do you make the same mistakes most professionals make when delivering their elevator speech?
Her argument is that you should provide a prospect with just enough information to create curiosity and advance the ball. Most people provide information overload that is not organized and result in "missed" opportunities.
She also encourages her readers to develop an elevator speech in the traditional structure:
1. Introduction (grab the listener's attention)
2. Body Point #1 (three body points, for example - why you, why your company, why now)
3. Body Point #2
4. Body Point #3
This framework is made up of six components. Balance the speech by giving 30 seconds to each component -- equaling the standard three minute elevator speech. Make sure to define a clear and logical case for why they really need you and what you are proposing. Don't forget to continuously answer the question that is sure to be in your prospect's thoughts -- "So what does this mean for me?"
Don't "Wing It"
In my work with clients, I find that many of them have not put a lot of time and effort into developing results generating elevator speeches. Most professionals I consult with "wing it" when it comes to the all-important elevator speech. When you get the opportunity to make a first impression it is critical that you are ready to present your business in a targeted, well thought out, concise, and persuasive manner.
Listening to Small Message, Big Impact - The Elevator Speech Effect by Terri Sjodin will help you craft a "killer" elevator speech very quickly.
Here's an end of year challenge: take this last week of December (while others may be in "holiday mode") and craft a "killer - results driving" elevator speech. Practice it out loud and test it against the "So What" test. Come January, I promise you will begin to see bottom line results for your efforts.
Short is good, to the point is good.
The 'Sweet' is what is more concerning, more practice oriented approach would have been better and it would turn the book from being 'sweet' to mean 'business'.
One will enjoy the book's to the point phases of conversation and the elevator speech approach. Each phase has importance, the beginning and its end, it is very important to end the conversation gracefully, as that leaves a lasting impact or a continuing opportunity. I will recommend this book for sure and hope the next edition will cover practice exercises and techniques in-depth.
PS: The author is a very good narrator as well.
It's not just scoring the big job or sale. I think being ready to give an account to anyone about anything is a good way to life.
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