So you've worked on your elevator speech and you have a great statement about what you do for your ideal client. How do you know your elevator speech is effective? When the response you receive is "Tell me more"? So, what will you say next?
Step 1: Respond with a question or statement that describes a problem that your listener can relate to.
For example, my elevator speech was, "I give pregnant women guidance and physical support to help them have easier births."
In response to "Tell me more", I could say: "When you or a friend was pregnant, did you have a desire to feel more supported and confident about birth, but because of mixed messages received from friends and family, doctors and the media, there was only more confusion and anxiety about labor and birth?"
A variation could also be: "Have you known a first-time pregnant woman who was scared to death about labor and birth?"
By offering a situation the other person can possibly relate to, they are better able to connect with what you are saying.
To develop your own response, the following exercise may help:
- Describe your client – pregnant woman
- Explain the situation 1) desire to feel more supported and confident about birth, or 2) she's going to experience labor and birth
- What is the barrier to the situation that your clients face? 1) mixed messages received from friends and family, doctors and the media, or 2) never had a baby before
- Identify the resulting problem that your clients experience? 1) feeling confused and anxious instead of supported and confident about birth, or 2) scared to death
Step 2: If the person you're speaking with continues to be interested, explain your solution to the problem, which is what you have to offer.
If the person you're speaking to can relate to what you're saying and wants to know more, you could talk about what you do and how you do it as a solution to the problem she or others have faced.
For example, I might say, "As a birth doula, I develop a relationship with my clients during pregnancy and provide information as well as physical and emotional support during labor to help them feel confident and safe, which enables them to feel less afraid about their birth experience."
Exercise – What is your solution? What can you offer that will solve your client's problems?
Step 3 – If the person you're talking to is still interested, offer more information about how you can help
If you're talking to a potential client, your conversation will naturally continue and evolve from this point. If you are speaking with someone who could refer business to you, explain the best way they can refer a client to you. For example, I might say, "The best way to refer clients to me is to give them my website address or phone number." I would then offer a few of my business cards to reference or pass on.
I hope these exercises in creating your elevator speech and follow up response were helpful. Continue to work and refine both of these marketing tools. Over time, you will become more comfortable talking about the issues you solve for your clients and how you can help them.