The Elevator Speech

If you are unfamiliar with the concept of the “elevator speech,” it goes like this:

You step into an elevator,and realize that your dream customer is in there with you. The doors close, and you have 30 seconds of his undivided attention. You have the opportunity to tell him who you are, what you do, what makes you ­special and why he needs to hire you.

In theory, the elevator speech is a great tool. It forces you to get really clear on what differentiates you, and to be concise when you talk about the benefits of your services. Here are some tips to make sure that your elevator pitch goes all the way to the top.

Make it real. You want to make sure that you always sound like, well, you. Marketing-speak rarely sounds authentic. Chart out what it is that you want to convey, and then put those concepts into language that you use everyday. For instance, when was the last time you talked about a robust ecosystem at a dinner party? (Geek alert: If you talk about robust ecosystems at dinner parties, you need to work on more than your elevator pitch!)

Listen. If you get out of the elevator having done all of the talking, you’ve missed your real opportunity. That is, to get to know your potential customer. You may well be the right person, at the right time, with the right service—but there is no way for you to tailor your pitch if you don’t take a few seconds to listen to your dream client’s unique needs.

Know when to stop. If you have brilliantly landed your opening salvo, and the response is “How ’bout those Yankees?” save your breath. Go ahead and talk about the Yankees, and politely offer your business card. You may even make a better connection talking about a great baseball pitch instead of pushing an elevator pitch.

Always have your business card or brochure ready. Whether the response to your elevator pitch is hot or lukewarm, your business card or brochure is the essential closer. You don’t have much time with this person, so you don’t want to waste it talking about contact information. Let them
know how much you’d welcome a conversation outside of the elevator!

My point is this: Get clear on the benefits of your business, and what you want prospective clients to know about you. If you believe in those benefits, and can speak to them naturally and authentically, you’re much more likely to connect on a personal level, and win the business.

By Lynn Espinoza. Lynn Espinoza is president of Speak! Communications, Inc., a communications training firm based in Seattle, Washington. She conducts media and presentation training skills workshops worldwide including a workshop on how to construct and deliver a great elevator pitch. Learn more at www.lynnespinoza.com.

Closing gifts that say “Remember Me!”

What’s the trick for finding the right client gift to give so they will remember you the next time they need a real estate professional? Some say listen to the client for clues to something meaningful. Others make sure the gift has their name and company logo on it as a reminder of a job well done. Here are tips shared by Illinois REALTOR® Weekly readers and members of the IAR LinkedIn Group.

“I think what it comes down to is being a good listener. For example, I had a buyer client who was concerned about spending over his limit. He said ‘I don't want to be eating Ramen noodles in my new kitchen every night.’ So I got him a beautiful Tiffany key chain for the keys to his new home and a 12-pack of Ramen noodles. The gift doesn't have to be expensive, it has to be thoughtful. This showed that I was an active listener during our time together and that I really care about my clients as a whole. Especially in these ­difficult financial times, simple and thoughtful is a very powerful impression.” – REALTOR® Liane Pruchnik, Rubloff Residential Properties, Chicago

“I give CUTCO kitchen knives. The beauty of the product is that the knives can be stamped with my company logo and my information. Each time my clients use these knives for entertaining or cooking for themselves they are reminded of my gift to them as well as becoming a conversation piece to their friends and family.” – REALTOR® Jerri Witt, Baird & Warner, Libertyville

“I give most of my clients a framed print of a watercolor painting that I painted. I try to select a painting that goes with their taste or something about their life. For example, a client moving away from the Chicago area received a painting of the Chicago skyline with sailboats in the lake. On the back of the painting I have a little bit of info about the print, about the artist (me) and of course all of my contact information. Then they always know how to find me—my contact info is on their wall!” – REALTOR® Nancy S. Karp, Baird & Warner, Highland Park

IAR attorneys remind agents to keep in mind the Illinois Real Estate License Act of 2000. If the closing gift is given too far after the fact and in exchange for referrals, it could be problematic. It is not legal for a ­licensee to give anything of value to an unlicensed person in exchange for the performance of licensed activities like referrals of real estate business.