Speaking of Elevator Speeches
Perhaps the most beneficial thing about putting together a great "elevator" statement is that if done well, it will force you to really discover your relevance to your target audience.
During a Sales Habitudes workshop yesterday on personal business branding, a financial adviser shared his thoughts on the subject. He stated that because there are many "financial advisers" around, when he is networking and states that he is a financial adviser ...
"It is like farting on an elevator."
No one wants to engage in conversation or even make eye contact. They just want off the elevator.
In this case, we talked about two elements of a brand that has F.O.R.M., focus and relevancy.
As it turns out, this financial adviser has a background in a small, family owned business. He prefers to work with small business owners because he has a unique understanding regarding their needs
He also knows from his experience that small business owners by nature like a lot of control over their assets and,that non-liquidity is the same as being broke when growth opportunities come along or when business is slow.
Now, he works with small business owners (focus) to invest and grow their wealth while maintaining control and liquidity (relevance).
Of course, most people on an elevator won't care, but his target audience will be curious. If you are a small business owner and want to know who this focused and relevant financial adviser is, contact me.
Where do you need to focus? How can you be more relevant?
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