Does your elevator speech work for you? Do you take advantage of that brief encounter with a stranger to qualify him or her and pique his interest in your product or solution? Elevator speeches sound great in theory, but let's face it, many of us avoid them because they are also intimidating. As part of our encore series featuring popular presenters from The PPAI Expo 2018, Promotional Consultant Today shares Mary Ellen Sokalski's insights into what we're all doing wrong with elevator speeches. Sokalski is the CEO of The Scarlet Marketeer, a creative marketing agency, and was also a presenter at this year's Expo.

Today, PCT is sharing part 2 of Sokalski's article, "Secrets of an Effective Elevator Speech."

You've just met a prospect. You asked great questions and learned some of her challenges. Now, before you slip her your business card, the networking elite suggest you end the conversation. (And it's not with trying to sell your product or service. You're selling a next appointment.)

After you acknowledge her work challenges, you say, "Maybe I can help you with that ... and maybe I can't."

Whoa! Maybe you can't? What have you just said?

You were being honest. You don't know enough about her challenges, her scenario, her budget, her timeline ... much of anything yet, do you? So, you build trust by saying maybe you can't help her. It goes a long way in building future credibility.

You then say, "What I'd like to do is set up a time when we can sit down and discuss them in more detail. If I can help you, I'll tell you that, too. Or, I can refer you to someone else who can. Or perhaps send you some referrals, once I understand your business better."

So, what have you just said, and why does that work?

You've asked for time to help solve her problems ... not to sell her.

Again, you showed honesty by admitting you may not be able to help her. But then again, you may. But if you can't, you may know someone who can. And best of all, you might be able to generate some business leads for her. (The real beauty of networking.) She can't lose.

So now that the wall is down, trust is built and you offer her a chance to improve her sales, ask, "What's a good day and time to meet?"

Now your business card comes out. And hopefully hers does, too. Or, be prepared to enter her name, email and phone number in your phone or write it down. Now you've made a valuable connection. Your elevator speech developed a true lead, or a link to someone who might be.

Bravo!

But you don't have the sale yet. You have some following up to do. Secure the appointment. Do your research. Prepare your questions. And make that visit or phone call is your next great learning experience toward the sale. (After all, that was your goal all along, wasn't it?)

Source: Mary Ellen Sokalski, MAS, a 37-year veteran of the promotional products industry, is the CEO of her own creative marketing agency The Scarlet Marketeer, which helps suppliers and distributors market themselves on an as-needed basis. Reach her at maryellen@scarletmarketeer.com