PUT A HOOK IN IT

Every day, I encounter salespeople who’ve developed what they believe is a good elevator speech. Usually, it is something they can say in 30 seconds or less that is laden with features about their company, their product or their service. What most of them are missing is a hook.

In music, a hook is a musical idea, a passage or phrase, that makes the song stand out. A hook’s entire purpose is to catch the ear of the listener.

Typically seven to ten seconds in length, my radio station would call random people and ask them to listen to the hook in new songs. Their reactions would determine whether or not a new song made it to the play-list.

You need something funny, clever, catchy, and just plain fun in your elevator speech. It’s your only chance to catch the ear of prospects with something that invites them to ask you more about what you do.

What an example? I know a sales professional who introduces her line of vacuum cleaning equipment by practically singing, “Nothing sucks like an Electrolux!” Now, that’s funny, fun and memorable. (Thanks Cindy for letting me borrow that.)

Without a hook in your elevator speech, there is little chance your ‘listeners’ will add your ‘song’ to their list. So put a hook in it and you’ll have a much better chance to reel in prospects.