"The Trouble with Elevator Speeches" by M. McLaughlin
Most elevator speeches are too self-centered, according to "The Trouble with Elevator Speeches," which appeared in the MarketingProfs e-newsletter.
I like this suggestion: "Instead of tooting your own horn, encourage clients to talk about the issues as quickly as possible. Remember, most clients don't really care about your business. They care about their own problems."
Michael W. McLaughlin of Management Consulting News wrote the article.
I like this suggestion: "Instead of tooting your own horn, encourage clients to talk about the issues as quickly as possible. Remember, most clients don't really care about your business. They care about their own problems."
Michael W. McLaughlin of Management Consulting News wrote the article.
Labels: marketing
posted by Susan Weiner, CFA at 11:12 AM
1 Comments:
Hi Susan;
Talking about problems or issues is a very popular soft sell approach. It is used all the time in lead generation tools such as white papers. Nice to see it is also effective in one-on-one sales pitches.
Mike
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