My notes for “How To Succeed As An Independent Consultant” by Timothy R V Foster:
How Do You Write An Elevator Speech?
Imagine stepping into an elevator and the guy in the suit asks you “so, what do you do?”. You’ve got 30 seconds before you reach your floor, what do you say?
- What is your product/service/solution?
- Who is the customer tit is intended for?
- What need or problem does it address?
- What does it do?
- How does it work and what are the benefits to me?
- What makes you different and better than others?
- Instead of “we don’t have it in stock” say “I can have one for you this afternoon; would you like it delivered?”
- Instead of “the film has already started playing; you’ll miss the opening” say “the next screening is at 9 o’clock
- Instead of “we close in 5 minutes”, say “may I help you make your selection?”
- Instead of “we don’t take credit cards” say “if you prefer not to pay in cash, we could take a cheque”
- Make a statement about the product or service and then say “so…?”
- And keep saying “so…?” until you get to the ultimate benefit.
- Ask “what are the barriers to doing this?” or “what do we have to do to get this off the ground?”
- If you can clearly identify an objection, you can address it.
Are You Using Positive Language?
- Instead of “we don’t have it in stock” say “I can have one for you this afternoon; would you like it delivered?”
- Instead of “the film has already started playing; you’ll miss the opening” say “the next screening is at 9 o’clock
- Instead of “we close in 5 minutes”, say “may I help you make your selection?”
- Instead of “we don’t take credit cards” say “if you prefer not to pay in cash, we could take a cheque”
How Do You Uncover The Benefits From The Features?
- Make a statement about the product or service and then say “so…?”
- And keep saying “so…?” until you get to the ultimate benefit.
What Is The Real Objection?
- Ask “what are the barriers to doing this?” or “what do we have to do to get this off the ground?”
- If you can clearly identify an objection, you can address it.
How Do You Price Your Services?
Charge a premium if:
- The client will pay it (market pricing)
- You are supplying what is demanded (supply & demand pricing)
- Your offering is unique
- There is little competition
- You provide quality
- The impact on the clients business is great
- Your costs are high
- Your client wants speed
- You customize your solution for the client