the art of the elevator speech: how to make a first...

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The Art of the Elevator Speech: How to Make a First Impression That

Sticks

Hosted By: Edward Klink

Copyright © 2009 By Horsesmouth, LLC. All Rights Reserved.

IMPORTANT NOTICE

This material is provided exclusively for use by Horsesmouth members and is subject to Horsesmouth Terms & Conditions and applicable copyright laws. Unauthorized use, reproduction or distribution of this material is a violation of federal law and punishable by civil and criminal penalty. This material is furnished "as is" without warranty of any kind. Its accuracy and completeness is not guaranteed and all warranties express or implied are hereby excluded.

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What is an “Elevator Speech”

anyway?

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Why have a speech?

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2008 Horsesmouth Survey of 1,800 FAs

Do you have an elevator statement?

• Yes 48%• No, but I’d like to have

one 37%• No, I think it’s best to

simply say I’m an FA 14%

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2008 Horsesmouth Survey of 1,800 FAs

How effective do you feel your statement is?

• Very effective 19%• Effective 21%• Somewhat effective

38%• Not effective 21%

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2008 Horsesmouth Survey of 1,800 FAs

How often do you use it?

• Daily 9%• A few time a week 36%• Once or twice a month

27%• Not too often 27%

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So, what do you do?

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Sample statement…

“I’m a financial advisor with ABC securities, I work with successful small business owners and families in the Syracuse area.”

–Bryce Sanders

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Where can you use it?

• Museums• Family reunions • Conversations on a plane or train• Community events• Back to school night

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The Prospect’s Perspective

“Will I have enough for retirement?”

“Will we? You mean. ”

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Template

• We provide (benefit), (benefit) and (benefit)for (target market), so they can (satisfy desire).

• We have a team of experts who help boomers reduce their taxes so they don’t run out of money in retirement.

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Starting Conversations…

Be subtle

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Team Approach

“My team delivers customized financialsolutions to a select group of wealthy familiesand institutions.”

—John F., Atlanta

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The Analogy

“I’m like an old-fashioned internist. I monitoryour financial health and well-being. Whenthere’s a problem, I either treat it myself or bring in an expert from my team who can.”

—Jeff R., Tarrytown, N.Y.

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The Rhetorical

“You know how successful people don’t always have time to manage their wealth? Well I help them manage their assets so they have the time to enjoy the things they like to do.”

—Gary G., Portsmouth, N.H.

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The Problem-Solver

“Have you ever seen a seemingly successfulfamily business suddenly close its doors? Well, we help small-business owners avoid the mistakes that can let this happen.”

—Howard K., Atlanta, Ga.

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The Straight Shooter

“I help take the stress out of retirement. My team and I design sound money management strategies so my clients can retire —and stay retired.”

—Cyndy K., Bellevue, Wash

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The Offbeat

"I’m a ladder holder. I make sure people like you

who are climbing the ladder to financial success aren’t leaning against the wrong wall."

–Ken D., Altoona, PA

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Try it out…

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Every action in a movie serves to move the scene forward

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Move the scene forward

• “I don’t know what to do in this market, it’s scary."

• “Yes...and one of the things I do is help people make sense of the current crisis and see if they should make any changes to their financial plan.”

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Being a conversationalist is an art

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Do you have charisma?

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Body language

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Learn to listen and ask open-ended questions

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Try to work in something personal

(statement) but on the weekends I try to come up for air and go bicycling.

(statement) but on theweekends I enjoy walking my yellow lab, “Corky.”

(statement) but when I’mnot working I coach youth soccer.

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A Niche Builds Rapport

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Q&A

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What’s your elevator speech?

• Got an opener that works?

• Send it to me at elevator@horsesmouth.com

Copyright © 2009 By Horsesmouth, LLC. All Rights Reserved.

IMPORTANT NOTICE

This material is provided exclusively for use by Horsesmouth members and is subject to Horsesmouth Terms & Conditions and applicable copyright laws. Unauthorized use, reproduction or distribution of this material is a violation of federal law and punishable by civil and criminal penalty. This material is furnished "as is" without warranty of any kind. Its accuracy and completeness is not guaranteed and all warranties express or implied are hereby excluded.