Create an Elevator Speech that Wins

Create an Elevator Speech that Wins

Yes, I’m a huge believer in stories, and in taking time to build value in your services, your brand, and in taking a detailed fact-finder, so you can make your engagement truly client-centered and set yourself up for the close.

But as we all know, many times there just isn’t enough time.

Sometimes you don’t have a leisurely lunch appointment. Sometimes it’s just a meeting engagement: A shared Uber ride, a shared elevator. That’s why you need an “elevator speech.”

Before we get into what constitutes a good elevator speech, let’s think about what you want your elevator speech to accomplish for you.

In 30 seconds or less, a good elevator speech should accomplish the following:

Establish your unique value proposition (UVP).
Establish a reason to initiate contact later.
Establish the means to initiate that contact.
Set up the expectation of contact.

Let’s look at each one in turn.

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How to Make The Most of Your Value Proposition

How to Make The Most of Your Value Proposition

Too few advisors know what a value proposition is or why they need one. Others understand the importance of identifying their unique value, but don’t know how to articulate it.

This is a serious mistake, because unless a prospect understands what you do and why you do it, they’ll remain unconvinced about your worth. In fact, without a strong value proposition your business won’t even get off the ground – it’s the first step in building your financial advisory practice.

Here are some tips on creating and expressing your value proposition.

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Tell Prospects What You Do instead of What You Are

Tell Prospects What You Do instead of What You Are

In social settings, people will often ask what you do for a living. If, like the majority of advisors, you reply ‘I’m a financial advisor’, you’re missing an opportunity to pique others’ interest and possibly win new business.

Instead of simply sharing your job title, use this opportunity to establish your value, and give people a reason as to why they should want to work with you.

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