Do You Have An Elevator Speech Hook?

Imagine that you are on an elevator and you get the biggest break of your life, THE MAN walks on. You are alone on the elevator.

You have wanted to see THE MAN for as long as you can remember. Nothing you try works to get an appointment with THE MAN. He has more gatekeepers than Fort Knox. Suddenly, THE MAN turns and asks, "What do you do?"

Do you wheeze, stammer or hyperventilate at the unexpected opportunity and question? Or do you look THE MAN in the eye, answer confidently and intelligently with a powerful statement that knocks his socks off?

Customers need 'good enough' reasons to take their time to meet with someone that they don't know. Are the reasons that you would present THE MAN 'good enough' for him to set aside valuable time to see you?

It is helpful if we picture what is really going on in the mind of a prospect when we give our spiel…

• "What line of bull is this?"
• "So what, why should I care about how long you've been in business…?"
• "How quickly can I dump you?"
• "What do you offer that can help me solve my problems, increase my success, save money, avoid hassles, reduce risk…?"

Realize that the customer wants to find a good reason to dump you - get rid of your call, delete your voice mail to oblivion or throw your letter and brochure in the trash! They are deluged with salespeople wanting to see them - and if your proposition is no better than the status quo - - why should they see you?

"I'll be in your area tomorrow and I thought I'd drop by to tell you about…"

…Is NOT A Good Enough Reason!

An Elevator Speech Hook functions as armor penetrating ammunition - getting through the most challenging resistance. Your Elevator Speech Hook is a…

• "I'm happy with my present supplier"
• "We don't need any of that right now"
• "I'll keep your brochure on file and call you when we have an interest"

In short, your Hook is your best shot at creating sufficient customer interest to see you. When the customer says, "I'm really busy right now and I don't have time, call me in the future…" it's rarely the real reason she won't see you. More likely is the fact that she feels you are going to waste her valuable time - you haven't offered her good enough reasons to meet.

The problem is, you may never get another chance to get in the door. Her defenses are really up now, an image of you and what you offer is formed.

Do you see how important it is that your first attempt to get an appointment is well thought out? Persuasive? Your first impression must be dynamite!

Here are three good Elevator Speech Hooks to look over:

Financial Planner: "I'm JoAnn and I help people maximize their financial investments with exclusive research so that they achieve their personal income and retirement goals."

Wholesale Paint Rep: "I provide paint dealers with premium paint selections so that they will make more money and carry less inventory."

Sales Manager: "Our company helps manufacturers produce high quality products with less down time so that they have fewer problems and save money."

An Elevator Speech Hook is enhanced when it is used with a Problem-Need-Solution (PNS). A PNS states a problem or need that the customer will most likely agree with, and then offers a solution which we are fairly certain that the customer will have an interest in. For example:

Wholesale Paint Rep: "The problem of increased inventory and lagging sales is significant for many paint dealers right now. That's why we provide a line of premium paints with especially fast "turns" so that dealers can make more money and carry less inventory."

Notice how our PNS is utilized to hook the customer's interest by getting him to identify with something that needs a solution, something pertinent to his concern.

Now, let's add one more element to Your Elevator Speech Hook with a PNS, a 'transition question' which immediately gets the customer talking - - about his business, needs, problems, etc.

Here's an effective question added to our wholesale paint representative's hook: The problem of increased inventory and lagging sales is significant for many paint dealers right now - as you are aware. That's why we provide a line of premium paints with especially fast "turns" so that dealers can make more money and carry less inventory. How have the industry's inventory problems and lagging sales impacted your operations?"

It is not uncommon to see tremendous selling opportunities created from a highly effective Elevator Speech Hook. It will be easier to get in more doors and close more sales when you use an intelligent Hook.

You can even use your Hook with existing customers to significantly increase sales through cross-selling. Other effective uses for your Hook include: voice mail, cover letters, email, sales presentations, phone prospecting, proposals and your opening statement on a first-time call.

Now go open more doors and close more sales.