The Edge Marketing

We all work very hard on coming up with the benefits of our products or services, (Still, 95% of us do THAT wrong, but that’s for another article) but we rarely think about a personal benefit statement. Specifically, I am referring to what most people call their “elevator speech.” The elevator speech as it is called refers to that 5-7 second opportunity you have to introduce yourself when someone asks, “So Bob, what do you do?” Answer with, I sell widgets for XYZ Company,” and more than likely your conversation is either over or about to head in a different direction.

Instead of responding with “I’m a financial planner,” (dull, boring) how about “I help people create and manage wealth!” Wow! Which of these do you think creates the most interest? Which one do you think might result in you getting a follow up question, which will allow you to go into more detail? Which one will cause the person you are speaking with to raise and eyebrow rather turn to look for an escape route?

Normally, I am not a big fan of using the word “I” to lead off a statement, but here it is almost a requirement. If you can come up with a better way to start, then by all means use it.

My personal statement is “I help sales professionals make more money…and work less.” It’s not perfect and has gone through numerous revisions and will go through numerous others. Notice the pause between making more money and working less. That does two things, it surprises the person that there’s even MORE benefit to doing business with me, and it also gives them an opportunity to briefly visualize making more money before I let them know that it comes with working less!

Just remember, it doesn’t have to be perfect. The important thing is for you to get started and mold and change your statement until it is effective. That’s a key here. Don’t wait until you have perfection. Take a moment right now to come up with a benefit statement. Do it in the least possible number of words. Now take what you come up with and mold it. Try it out on friends and family members, associates, anyone who will listen and give you an honest opinion.

Take your statement public and test it with others. If you get raised eyebrows and questions, you are definitely on the right track. If your conversation ends abruptly and the person you are talking to runs for the hills, it may be time to adjust.

A personal benefit statement can set you apart from all of your competitors and I GUARANTEE it will lead to more inquiries…but only if you develop it and use it. Get started on it today! You’ll be glad you did.

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