The 30-Second Elevator Speech – Focus and Cut out the Crap

A lot can be said in 30 seconds but it’s what you say that’s important.

Screenwriters have to be expert at the short pitch. They often have no longer than that brief half-minute to corner a movie executive and get them interested in their screenplay, which is normally around 120 pages long. It’s not easy. They have to relay the plot and promote all their characters without giving away too much. They also have to entice the executive into deciding whether the movie idea will be something his company would be interested in producing and could be profitable – sometimes in less than a couple of minutes.

There’s no time to talk about where the writer is from or what previous experience he’s had. It’s the same scenario in the network marketing industry. You have a short amount of time to get your personality and message across to the other person to impress on her how your opportunity can help her. The movie executive needs to find material for successful movies so his company makes money, a network marketer’s audience has to quickly understand how an opportunity benefits them and that’s also so they can make money. Compared to a screenwriter it should be a much easier task.

Too many elevator pitches sound exactly the same and they have no impact on the audience. Why? Because the speech is not focused, it’s too full of extraneous information that nobody could give a hoot about. Telling people how long your company has been in business or where it’s located doesn’t really tell anybody anything concrete. Always lead with the benefits – what you can do for your prospect. And make every word count.

Reactions are going to be varied. People aren’t used to complete strangers talking to them and especially to offer something beneficial!

Some people will look dumbfounded; some won’t say a word, and a few may even look scared. You have to learn to deal with all kinds, but the bottom line is you must give a good first impression and focus on what you can do for the person standing right in front of you by telling her how you’ve enjoyed helping people just like her in the past.

Nearly everyone you meet these days, if you could sit down with them for a few minutes, will tell you that they have problems and most are money related. Condensing those 20 minutes into a couple of minutes tops is difficult, but if you’re fully prepared, then it shouldn’t be a problem. Grab their attention, gain their interest, tell them the benefits and leave them with your business card and wanting to know more.

If you have a good relationship with a successful member of your upline you could ask him to do a demonstration to find out exactly how he does it. You won’t have to wait quite so long as the screenwriter to see results. He may have to wait years before seeing his creation on the screen. In comparison, your effective elevator pitch will get results in a matter of days.

What’s your experience with the 30 second elevator speech? Have you got it down to a fine art and can you offer some suggestions that will help those new to network marketing industry?


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