| ||
| ||
|
Sales Training Information | |
|
|
The Dos and Donts of an Elevator Pitch
The dreaded question: "What exactly does your company do?" It's a simple question, but do you find that every time you answer it you give a different answer? One of the first steps in positioning and branding a new company is to craft an elevator pitch. Simply put, an elevator pitch is a clear, compelling description of your business that is short enough to be understood (by your mother no less) in the time it takes to ride an elevator. That's about 60 seconds or 150 to 225 words. This is not an easy as it sounds. To do it well requires a great amount of thought, strategizing, and finesse. Here are some quick Dos and Don'ts: - Do start with a hook: what is most compelling about your story? - Do show how you solve a problem. Too many companies offer a solution, but never identify the problem they are solving? - Do briefly describe what you sell but don't kill them with details at this point. - Do tell them who you are: who is behind the company and why you will succeed. (Got a great advisory board? Mention it.) - Do briefly describe the target market: who it is; what industry; how big. - Do mention how you will get revenue. - Do note your competitive advantage be it intellectual property, distribution, partners, or whatever. - Do speak in plain English. Don't use acronyms, technospeak, hype, or marketing babble. - Do show enthusiasm and passion (if you don't believe it, who will?) but don't go over the top. (That's why used-car salesmen are forced to sell used cars.) - Do practice, practice, practice. It should roll off your tongue naturally and consistently. No ums or uhs. - Do make sure everyone in the company has the same story. Don't forget the receptionist. You don't want to be in a position where members of your own team have contradictory descriptions of your company. - Do adjust for your audience. Customers are more interested in what problem you are solving for them than how you plan to make money. Save those details for potential investors. - Do close with a call to action. Get a business card, schedule a follow-up call, set up a presentation, something. - Do write it down. This will have a million uses--from the boilerplate in your press releases to online directory listings--to get your company description in the world consistently. Do shorter versions as well. Jennifer Guinan, president of Sage Strategic Marketing, offers 19 years of experience in marketing, communications, Internet and search engine marketing, and PR for companies and organizations large and small. Guinan's background includes national and international marketing and communications executive management and strategy, PR and media relations, and consulting. Her experience spans multiple industries from financial, healthcare, and life sciences to technology segments including software, networking, telecommunications, embedded systems, and wireless. She has developed M&A communications strategies, executed crisis management campaigns, successfully launched a number of startup companies, and strategized and implemented company repositioning, product launches, and issues campaigns. Contact us: http://www.sagestrat.com or jennifer@sagestrat.com
MORE RESOURCES:
Sales-Training - Google News |
|
|
|
RELATED ARTICLES
3 Ways To Overcome Pricing Challenges How many times have you had a customer say to you; I've been shopping around and XYZ mortgage company can get me a better rate and won't charge me any points.well . The Business of Closing the Sale Without Killing It You must be able to coordinate your sales talk to service whatever step in the selling process the customer has arrived at in their mind.Remember, the five fundamental states of mind that comprises the selling process are curiosity, interest, conviction, desire, and decision and action. How Pareto's Principle Impacts Your Sales Success Pareto's Principle {the 80/20 rule) is vividly illustrated in the sales statistics of most industries, companies and professional service organiizations. Eighty percent of all products or services are sold by just 20 percent of the sales professionals in the United States and Canada. Focus On The Customer: The Only Secret To Closing People are always looking for ways to close the sale. Often times when you lose a sale, it has nothing to do with your ability to close. Resistance Training for Sales People What was the quickest rejection you ever got? 2 minutes into your call? 1 minute? 15 seconds, 3 seconds?Resistance comes in many forms in sales. Buyers may resist from the beginning of the presentation to the very end. How to Make Training and Development a Power Agent for Change Does this sound familiar? With high expectations, you sent your employees or yourself to a training or personal development program. Six weeks later you're not sure if it was worth the investment. How Do You Use Your Sales Commissions? What do you do when you have a big sales week, month or quarter? What do the other salespeople you work with do with their money? Do you "reward" yourself? Do you "invest" in your future? As salespeople we are notoriously known for the amount of toys we buy with our commissions. Killer stereo systems. Generate Sales with Lead Generation Marketing Tools One of the best projects to undertake as an online marketer is to master the art of generating sales from your warm market contacts. A warm market is simply people who have already been exposed to your business and marketing plan. Instant Rapport: The Key to Sales Success Did you ever meet someone with whom you just clicked? Someone who was so much like you that you practically knew what he was thinking? How comfortable did you feel with that person? Did you trust him? Chances are that you have very high rapport with that person.Rapport means harmony between people. A Sale in 30 Seconds? Its all in the Greeting It has been said that a customer makes a decision to buy within the first 30 seconds of their experience at a retail store. That means that as a salesperson, you must create an environment that is comfortable for your customer and conducive to making a sale, all within 30 seconds of their arrival. Attitude Insurance Everyone knows the importance of having a positive attitude, especially in the health insurance industry. Even negative people say that they have a positive attitude. Anticipating the Audiences Reaction Obviously, you can not know all of the things that will set off an individual person. But you can know and base your actions on far more specific information about them than you probably now are using. As They Approcah the Finish Line... The Winner Is? Recently, right before I was about to deliver a motivational speech at a sales conference, the Director of Sales took the stage and began talking about the importance of teamwork and how all the reps needed to work more effectively together. At the conclusion of his presentation, he turned to a large flip chart and turned the front page over. Objections Are Buying Signals? Usually! How well do you handle objections?The fact is, most people think they handle objections with ease. The reality paints a different picture. Do You Know the Emotion Behind the Objection? Prospects have many reasons (you might think excuses) for not buying your product or service. Many of these objections, however, are actually emotional defenses, and before you can overcome the obstacle you must recognize the emotion behind it. Boost Your Selling Power With Your Call-To-Action Phrases Look at your marketing material. Now, is there something missing? If you're missing a phrase or paragraph requesting your customer's business, your copy is lacking an essential component. Your Sales Process Isnt A lot of energy is expended within selling organizations as they try to identify, adopt, and administer a sales process that works for them. The holy grail of selling is to find a foolproof method for creating a customer, the ultimate finished product of the perfect sales process. Peak Performance One of the best books I have ever read is a 1986 classic written by Charles Garfield; Peak Performers: The New Heroes of American Business. Garfield spent nearly twenty years trying to figure out what causes some people to excel to amazing successes, while others bask in the glow of mediocrity. Sales Skills are Life Skills I love the art of selling. LOVE IT. Essential Training Skills for Managers Today's manager lives in a world where change has attained Mach speeds. What holds good when you go home may not apply when you return in the morning to work place.
|
| home | site map |
| © 2006 |
