communicator, but it’s important to
note that he was very well prepared
with clear messages that he blended
together to meet his listeners’ needs.
How does social media marketing
relate to your philosophy on eleva-
tor speeches?
TS: Let’s say you just sent out a tweet
that sparks interest among your follow-
ers. Or maybe you posted a Facebook
message that starts a conversation on
your fan page. Or perhaps you posted
an article you wrote on LinkedIn and,
as a result, your phone is ringing, and
one of your contacts may be interested
in having you speak to his organization.
Or maybe someone watched your video
on your You Tube channel and called
your office about hiring you to conduct
a workshop for their company.
Whatever the scenario, the question is the same: Now what?
At this point, your social marking strategies have done their job. These vastly
different platforms have stimulated
interest and generated inquiries via
e-mail and telephone. Now it’s time to
convert these interested prospects into
actual clients. The next step in the sales
process is where an elevator speech
strategy can be very helpful. Now that
you have attracted attention, you need
to be prepared to communicate a compelling message in a short amount of
time to secure a face-to-face appointment or more in-depth conference call
at a later date.
What’s the key to wrapping up
your elevator speech? There’s no
way to close a deal in 30 seconds to
three minutes.
TS: I couldn’t have said it better myself.
You’re not attempting to close a deal,
just to advance the ball and get to the
next phase of a possible relationship.
Sometimes you’re closing for an introduction to someone else. Sometimes
you’re closing for an appointment time.
Sometimes your close simply asks your
listeners to step farther into your trade-show booth so you can show them
something else. Remember, the elevator speech is not meant to replace your
selling process in three minutes or less.
It’s designed to enhance your selling
process. The elevator speech is just
PERSUASIVE PRESENTATIONS” “
another tool to put in your arsenal. The
sky is the limit if you’re prepared.
What are the key elements of craft-
ing a short but powerful message?
TS: A good elevator speech is one that
works. There is an art to it, but you’re
in good shape if you can hit three
benchmarks:
Build a strong, persuasive case. What
is your point? Your presentation must
have a case that is compelling enough
to give your listener cause for pause.
Be creative. You want people to say,
“Wow I’ve heard that before, but I’ve
never heard it put that way.”
Speak in your own authentic voice.
Deliver your message in your own
unique style with your natural essence.
Some people are one for three or
two for three. But you’re shooting for
three for three. If you have a solid case,
laced with engaging creativity, and can
deliver it in your own authentic voice,
that’s a tough combination to beat.
Ultimately, a good elevator speech
moves you forward to secure the
next win, and all speaker success
stories always begin with small wins—
one more contact signed, one more
appointment set, one more speaking
engagement delivered.
Terri Sjodin, CSP, is the principal and founder of Sjodin Communications, a public speaking, sales training and consulting firm based in
Newport Beach, Calif. For more than 20 years,
she has specialized in helping professionals
sharpen their persuasive presentation skills.
Sjodin is a popular keynote speaker on Capitol
Hill and with Fortune 500 companies,
academic leaders and industry associations.
Visit www.sjodincommunications.com.
