I’m waiting in the main lobby of the John Hancock Tower here in Boston for my wife to finish work so we can head to the Garden to watch game 3 of the Stanley Cup Finals, and I notice that before you can leave the building, they make you pause.
People come streaming out of the elevators
Hustle to the security turnstiles
Like cartoon characters in suspended animation
Leaning forward in anticipation
It breaks everyone’s stride.
Even people who obviously work here every day.
And you want that same result from your Elevator Pitch.
Because like those sliding glass doors,
When people pay attention to you
I mean when they stop.
Look at you.
And wait for your next move.
Instead of hustling past you to their next commitment
That’s when you start to grow your business
And expand your referral network.
And I’m not talking about using attention-getting tricks.
It’s not about shouting
Or being outrageous
None of that.
The thing that’s most intriguing to your prospects.
The thing that grabs their attention
And keeps you top of mind.
Is your 2-sentence recent client success.
Here’s a quick example of what I mean.
Think about a real estate agent.
According to the Elevator Pitch
They all handle buys, sells, refis, cash-outs, …
They all sound the same.
And that’s not even their biggest challenge.
The biggest challenge
For real estate agents
And believe me,
It’s the biggest challenge in your industry as well,
Is that your clients don’t think
In your language.
In terms of real estate clients:
One client wants a starter home for her newly married son.
An empty-nester wants to downsize within Newton.
A yuppie wants to remodel his kitchen.
A sophisticated real estate investor wants another top-notch investment property.
Did you notice the details?
Those are the attention-grabbers for a real estate Elevator Pitch.
Share those kinds of details
And people will pause.
Look at you
And start great business conversations.
What are the details from your recent client success?