If you’ve been in sales for more than a week, you’ve undoubtedly heard someone talk about the need for an “Elevator Speech” or a concise, 30-second to two minute overview of who you are, what you do and the reason or reasons others should do business with you. The name is derived from the notion that one should be able to deliver the speech in the time it takes to ride the elevator with another person.
In working with salespeople, I’ve found most to be very good at two-thirds of their Elevator Speech. They do well until pressed on why others should do business with them. And, no it’s not because you’re better looking.
So, why should I buy from you?
The “why” is your USP: Unique Selling Proposition or Unique Selling Position. It’s the difference between you and your competition. It is–in essence–the reason others should choose you over others who “do what you do”.
What makes you special? What makes you unique? What separates you from your competition?
I’ve asked this before and gotten blank stares. Fortunately, it’s a solvable problem. Just take a little time and flesh out the answer. Work with other salespeople or a manager if you have to, but come up with at least one thing that separates you from the competition.
Why should I buy from YOU?
It could be something tangible like a better warranty, a money back guarantee, materials you use in the manufacture of your product, delivery time, turnaround time or any number of other items.
It could very possibly be intangible–or service related.
It could simply be: YOU. Your ability and commitment to take care of the customer and their needs after the sale.
I’ve worked with businesses before where everyone sold the same product for about the same price and provided about the same services. This is where YOU come in.
Sell the customer on your ability to handle their account personally and professionally and make sure they are happy for many, many years to come.
Believe it or not, but many times this is more important that any extended warranty or better guarantee.
So, the next time someone asks, “Why should I buy from you?”
You’ll know exactly what to tell them.
BONUS: The key to a successful Elevator Speech is that you know like the back of your hand. It should not sound canned, it should be conversational, but it should be precise. Prepare every single word and rehearse it until it becomes second nature to you. You’ll be glad you did.