Composing a Message that Answers "What Do You Do?"
How many times have you hung up on a salesperson in the first ten seconds of a cold call? If you’re like most, the number is too high to count. Or maybe you’re a little nicer than some of us, waiting until they come up for air to politely inform them you aren’t interested. Or are you a super-suspicious type that doesn’t answer your phone at all if you don’t recognize the number? (I’m guessing you don’t believe in sales karma.)
How many times have you had to placate someone at a networking event that was telling you all about their company, products, and services, while you were desperately scanning the room for a face you knew so you could kindly dismiss yourself from the conversation? Or, conversely, have you ever asked someone what they do and then pretended you totally knew what they were talking about when in reality you weren’t sure they were speaking the same language?
While the above scenarios are likely for sales teams, they’re not the only situations where what we "do" comes up. In settings ranging from networking events, to airport layovers, to social events, even family reunions, we get asked what we "do." However, instead of engaging a potential prospect or referral partner, salespeople often miss the mark with either too much irrelevant information or too little information, thwarting any potential for conversation they could have had.
Is your 30 second commercial Sales or marketing focused?
A 30 second commercial, or elevator pitch, should be a compelling overview of your prospect’s current situation and the value you provide to them, and it should begin a conversation. Remember, a marketing message is about you and your company, but a sales message is about your prospect. Is your sales team making the message about themselves, or your prospective clients? Your 30 second commercial shouldn’t be a script, but it should highlight your key decision maker and the frustrations or struggles they face and what those inevitably cause. It should be a sales message. At the end of 30 seconds, our prospects should know whether what we do is relevant to them or at the very least be wondering if it could help their situation.
If your sales team isn’t having conversations like these, have you told them which are the most promising and likely prospects for your organization’s products and services? Have you coached them on understanding common pain points of your prospects? Do they know where to take the conversation regarding each point?
Or are you leaving them on their own to wing it and then blaming them for the outcome?
Want to learn more about creating a compelling sales message? Watch this video that talks about sales messaging that focuses on solutions, not features and benefits
Ready to take the next step towards becoming a better salesperson? Contact a Lushin Consultant today!