by

John Ingrisano

The Freestyle Entrepreneur

Whether you’re just chatting about your business to a stranger in an elevator or summarizing your company’s key features and benefits to a make-your-day prospect, do not just wing it!  Ad libbing is for amateurs. 

Instead, actually write down and learn these following sales tools:

1.  Your company’s elevator talk.  That’s a 30- to 60-second power-punch explanation of who you and are what your business does.  It needs to summarize — in an interesting, powerful way — why a prospect should do business with you.  Put it down on paper.  Learn it.  Then rehearse it no fewer than ten times, until you “own” it and can give it in your sleep.  No, it won’t always be presented exactly the same way each time, and that’s the point.  You can adapt and adjust it depending on who you are talking to and how long you have. 

Important:  Watch your prospect’s eyes and listen for signs of other interest.  If you get the brush off, that’s it, no problem … and talk no more about your business.  However, if you see and hear signs of interest, be prepared to tell more.

2.  Your introduction to a prospect.  This is your story — who you are, what you do, your best-of-show unique competitive reasons why this person should give you his/her business.  Make it between three and five minutes in length and, if possible, include questions so the prospect gets a chance to talk as well.  (Otherwise, there’s a good chance he/she will begin to zone out. 

Once again, write it out and learn it and then rehearse it until it sounds natural.  This is important, because the biggest turn-off for prospects is hearing what sounds like a canned talk.  Instead, make it conversational. 

3.  Your close.  Remember, products and services do not sell themselves.  And even after you’ve trotted out all the great features and benefits, you MUST BE SURE TO ASK FOR THE SALE!   Again, make it smooth,  seamless, conversational.  For example:  “Well, that’s about it.  From what you’ve shared with me, I would say that this product/service meets your needs.  So, let’s get the paperwork wrapped up.  Let me confirm the spelling of your last name….” 

The bottom line:  Know what you will say, focusing on the key points you need to make, at every point of contact with every prospect.  Write out your key features and benefits, along with your close.  And then work on them until they feel and sound natural. 

Work hard.  Make money.  Have fun.  And be prepared to tell your story at the punch of an elevator button.

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