Going up?

A client introduces himself at a social event. He’s among doctors, lawyers and other respected professionals. He states his profession and can literally feel the other guests physically withdraw and look away—he’s been dismissed. There’s absolutely nothing objectionable about this man’s occupation; he owns a business in a critical financial market segment, his products and services add value to many lives and he likely earns a higher income than the family doc or the local attorney.

This gentleman’s problem is a communications issue—he didn’t communicate the big idea quickly and in a manner that won instant favor with his publics. We see this same issue all the time. Decisions today are made at the speed of light and first impressions have never been more critical. When you get the opportunity to tell your story, you have to compel your publics to engage.

As part of unearthing and building brand for the client in question, we fit his team’s tool belt with a very tightly constructed, on-brand elevator speech. This quick and compelling missive can be delivered in a social setting, but more importantly, is used consistently with customers to help soften the point of entry and open the dialog to an effective consultative sales process.

About now you’re thinking this is a no-brainer, so do me a favor. Go out into the bullpen and ask five employees to tell your company’s story in 30 seconds or less. I’ll wait. Okay, how many told the exact same story? How many were on-brand? How many got you excited? If your team responded like most, you’re probably feeling the need to start writing your elevator speech.

Start by writing two or three core messages that encompass the unique characteristics and key differentiation that inspire your company, product or service. Work to blend these core messages together to yield a simple, cohesive, tight and logical train of thought. Now add enough flavor to make it conversational without diluting the message. And finally, practice your delivery. Use role-playing and fun games to ingrain core messages and your brand new elevator speech up and down throughout the organization.

Build a great elevator speech and you’ll keep others from looking down while you’re going up.

Jeffrey Carney is a partner with The Strategy Group LLC, a strategic marketing firm. He can be reached at 316.612.0300, ext. 12 or at jeffc@thestrategygroupllc.com.

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