Copyright 2007 Dennis S. Vogel All rights reserved.
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I submitted this in Inc.com in response to an article; you can read it using this URL-
http://www.inc.com/magazine/20070701/features-explain-what-your-company-does-in-30-seconds.html
Apparently, Elevator Speech's approach is getting a deep buy-in from clients. I know 6 magazine pages won't include a consultant's full work, but it seems like something is missing.
Socratic interviewing has good points, especially if a client has time & is willing to do the consultant's work. But then why hire a consultant?
Socrates believed everybody had all answers in them & they only need somebody to draw answers out. It's almost like getting somebody to figure out how to build a clock, when s/he just wants to know the current time.
In businesses, this will work, but meanwhile people are spending money & paying SOMEBODY ELSE! Consultants should ask clients some vital questions & get answers, then tell them it's time to test what consultants recommend. Clients should serve customers & get paid. Hours of Q & A aren't always necessary.
A big problem is business owners put their core stories in nutshells, then depend on prospects to crack the nuts. Prospects can't because it's all shell -- an organic rock -- with nothing for them to digest. So, they drop it & go on with their lives.
I think consultants should be more involved in making the content to put into nutshells.
Based on answers from uControl's team (in the article), I have an idea for them to test with prospects & customers. Before I get to it, here's the kind of explanatory introduction a marketing/elevator speech consultant should give clients.
In the context of elevator speeches, person A starts a 1-minute conversation by asking, "What do you do?" It's always a request for information, but more of an icebreaker to get person B to the point of asking, "What do you do?" Person A probably isn't interested in person B's career choice & just wants a chance to politely talk about his/her job.
Person B can deliver his/her speech or punt & let person A deliver an elevator speech.
Since person A asked, but probably isn't much interested, person B better use a bit of drama to inspire curiosity.
Business writers, Paul & Sarah Edwards advise starting with "Do you know how__?" The blank is filled by a problem with a challenging solution or a competitor's incomplete "solution". Then a better solution is offered.
It's a good template. The "Do you know how__?" question can engage curiosity, but it decreases time available for the main presentation.
uControl can test this for effectiveness- "If you pay attention to the news, it's easy to feel insecure, right? Our business is named uControl because we offer you virtually risk-free control in your home. We give you what you need to control as many risk factors in your home as you realistically can. While you're away, you can use web access, a land-line or cell phone to check your home security. So, when your family enters, you know you'll be safe."
This won't answer every possible question - it's not a full sales presentation - but elevator speeches are intriguing summaries. If person A is interested & has time, s/he can ask for more information. If s/he doesn't ask, s/he probably isn't a viable prospect, so more discussion may be pointless.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2007 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
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