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White Knuckle Sales CourseOctober 9, 2007 Years ago, I attended a sales training course where the instructor facilitated the same class once a week every week. You signed up for a minimum of four classes and then attended on an open enrollment basis. I went to eight classes and every one of them was a good investment. Each week, about thirty participants entered the room and took a seat. The instructor began by providing the same twenty-minute introduction and lecture. After his presentation, the instructor abruptly had everyone stand and form a circle around the room facing each other. Then the fear and the fun began. One by one, each person had to take random multiple turns describing his or her products or services to the entire group of strangers in a bold, loud, and enthusiastic manner. The first-timers to each class were always in shock when the presentations began. They had no idea what was coming. They had no coaching or time to prepare or think through what they were going to say. When the instructor called upon them, they had to start speaking and describing their products or services immediately. Imagine what you might do or say in if you walked into a room of strangers and suddenly had to provide your elevator speech. Some people locked up and absolutely hated the class. They attended only once. Others loved the class and attended many weeks. After each person delivered his or her elevator speech, the instructor asked a simple question. "What did you like about that?" What was interesting is how with only this question and the responses people provided many people began to improve their elevator speeches right away. Most people in the class quickly learned that the key to a successful elevator speech was what people remembered and liked. It was not what people said or wanted everyone to hear that was important. What was important was what people said that everyone else remembered. It was soon obvious that most of what people said in their elevator speeches was wasted effort because it was not remembered. People remembered words, phrases, and actions that got your attention and that created pictures in your mind. One man held up a twenty-dollar bill and delivered this elevator speech. "I do mortgage refinances. I am in the business of helping people reduce their interest rates and save money on their home mortgages." This man's elevator speech was effective. Many people in the room that day, including me, refinanced their houses with him. The Moral of the Story The moral of this story is twofold. First, whether you are selling ideas, mortgage refinances, professional services, or food in your restaurant, it is not what you say that is important, it is what people remember and act upon. Second, if you want to get good at anything, including elevator speeches, then you have to practice. Ballgrams as PDFs on Our Website This is a reminder that we now include Ballgrams on our website in the Goal Mind section under Articles. If you would like a one-page copy of this Ballgram in PDF format, please visit our website. Thank you for your continued interest in our work. Your suggestions and input are always welcome. Sincerely, |
