Your Elevator Speech
Know It Well
When selling in a retail store, it’s important to tell your customers the “W’s” about your store; WHO you are; WHAT you are, WHAT you sell, and WHERE it is in the store, BEFORE you start selling product. Doing this breaks down barriers, makes the “trust sale” and gives the customer direction.
To be prepared, you must have it memorized and practiced to the point that you can deliver it as if it were the 1st time you ever did.
I was delighted to get a call recently from a sales manager asking for ”my take” on this memo he was sending to his sales staff. It went something like this.
Do You Have Your Elevator Speech Ready?
Think back to the times you may have met and talked to strangers in an elevator? You probably told them a little bit about yourself; such as where you’re from, what you do, and why you’re in town. Now think about the length of the ride. It was probably no more than a minute or two, tops. It had to be. This short conversation is called an “Elevator Speech.” Now think about a short, to the point “Elevator Speech” that you can use when you “TELL” (Step 4) your customers about your store. In Retail Selling Made Easy, Ron says, “Tell your customers who you are, what you are, what you sell and where it is in a pro-active, no-pressure manner.” Pro-Active, No Pressure Selling enables you to make the most of your time with customers while effectively following the 9 Steps to Sale City.
Needless to say, I approved of this memo.
