PO Box 37
Arlington, MA 02476



Let Stand

“Is this too much water?”

It’s the first question that comes to mind when Kraft Easy Cheesy Mac and Cheese comes out of the microwave.

Because it looks too, well, soupy.

It takes a lot of self control not to drain off all that excess water

And instead mix in the cheese powder and let stand.

Three minutes later

(by far the longest three minutes in all of toddler cuisine)

The cheese sauce is perfect.

And it gets me thinking about your Elevator Pitch.

Because the most common result from an Elevator Pitch feels

Too soupy.

Head nods, “interesting”s, quizzical looks, awkward pauses, …

So the natural impulse is to rush in and drain off what you said.




“We also handle…”

“I forgot to mention that we…”

“My other business is a …”


Like noodles in a cheese sauce

It takes time for people to absorb your message.

I once had a prospect stalk me throughout an entire evening of networking.

He kept circling back to me with yet another question.

I would patiently answer, and move on.

Two days later he becomes a client.

The longest two days in all of sales.

It’s so tempting to jump back in.

To keep talking.

To mistrust what you just said.

To try for a better impression.

Except that you make a fine first impression.

Now just give people the time

To absorb your message

On their schedule.

Say what you want to say, and

Let Stand.

How do you know when to stop talking?

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