“So Tell Me…What Do You Do?”
What do you do? The all too familiar question that many marketing consultants dread.
Either because they have already been asked this 5,000 times and are sick of hearing it or because they genuinely don’t know how to answer this question.
If your great Aunt Ethel is asking you this question at Thanksgiving, how you respond doesn’t really matter.
But if you’re talking with a potential client, how you respond DOES matter and can make or break the sale.
This is also referred to as your “elevator pitch.”
This is your opportunity to explain to your prospects what you do and how you can help them, and hopefully get them interested.
Whether you’re talking to a potential client on the phone or in person, your elevator pitch should be the same.
I’ve seen many new local marketing consultants struggle to answer this question effectively, and as a result, botch up their prospecting efforts from the very beginning.
Fortunately, explaining to potential clients what you do in a compelling way is pretty simple if you follow a few key principles which I’m about to share.
By the time you’re done reading this post, you’ll be ready to crank out a well-crafted elevator pitch that positions you as a confident marketing expert.
1. Focus on Benefits and Emotions, NOT Features.
Remember my previous blog post about benefits vs. features? Well, that also applies here when you’re creating your elevator pitch for potential clients. Features won’t sell yourself, but benefits and appealing to your potential clients’ emotions will.
Let’s say you’re selling SEO services. Are you going to talk about how you diversify your clients’ back link portfolio to land them top rankings on Google?
You better not…
Instead, you’ll talk about how you make it easy for customers to find your client’s website online, creating an automated stream of new business for them.
Using certain buzz words like, simple, easy, automated, and system can have a powerful effect. Remember that many business owners think this “internet stuff” is hard and complicated, or that they just don’t have the time to do it.
By using these types of trigger words in your elevator pitch, you’re helping to reassure potential clients that growing their business through the internet is easily achievable (if they hire you of course)!
2. If You Have Results, Share Them
Have you already helped another business owner achieve positive results with their internet marketing?
It doesn’t matter how large or small, or if it was something free you did for your brother in law.
People love to hear results or success stories, and business owners are no different.
Positioning is important here.
For example, let’s say your brother in law just opened up a new landscaping business. For his first month in business, he did not have a website, and things were going slow. He only landed two clients in his first month.
But for month two, you designed him a simple lead capture website that brought him 4 new clients.
In your elevator pitch, you can now talk about how you created a simple lead capture website that doubled a landscaper’s new business in the first month.
Doesn’t that sound more impressive than saying, I created a website for my brother in law that got him 2 more clients?
3. Keep it Short
It goes without saying, but business owners are extremely busy people. They don’t want to hear you drone on about yourself and what you can do, no matter how good it sounds.
So, be sure to keep your elevator pitch between 30 to 60 seconds. If you creep over that 1 minute mark, your prospects will seriously regret asking “what do you do?” in the first place!
This is especially important if your prospects didn’t ask you. If you’re cold calling for example, depending on your script, you might have your elevator pitch built into the intro of the call.
Maintaining brevity is crucial in this situation if you don’t want prospects hanging up on you left and right.
4. Always Display Confidence
If you only remember one thing from this post, make sure it’s this. Always deliver your elevator pitch in a confident manner.
I don’t care if you’re brand new and haven’t landed a single client yet. You must come across as confident, because people can sense a confident person right away and are drawn to it like a magnet.
The opposite is also true.
If you come across as self-conscious or unsure in the delivery of your elevator pitch, you’ve probably just killed your chance of turning that prospect into a client.
If prospects can see you are lacking confidence, that will make them subconsciously question your skills as a marketing consultant. Chances are they won’t even really listen to what you’re saying if you’re exuding nervousness and negative energy.
I realize this is easier said than done (believe me, I’ve been there). The only way to create a natural and confident delivery is through practice.
Start by practicing in the mirror then get a friend or family member to play the part of the prospect.
Make this a consistent habit, and before long, you’ll find you have a smooth and confident delivery that accurately portrays your expertise.
Now I want to get a discussion going…
Post your best “elevator pitch” below, and let’s help each other out by offering some critiques. I’ll be chiming in and offering my 2 cents where I can too.