Our September SBNG breakfast meeting in Umina turned into a very interesting workshop to say the least. Instead of going around the group for our usual 30-60 seconds of fame we divided into two groups to chat for a full minute each about ourselves and our business. The objective was to find out if the essence of our marketing message is really getting across to our audience. Let’s face it, today’s word of mouth is the internet and it can have far reaching consequences if your message, including your logo, isn’t clear.
Most of us know our elevator pitch of by heart and wherever we get an opportunity, we repeat it without ever really thinking about it. The question though is; does your message actually get across as intended? Does your target audience really hear what you are saying or could they hear something totally different from what you are trying to tell them? An interesting question indeed and one that generated a lot of conversation. The objective was not to simply hear about who is selling what but to understand more clearly why we should buy and/or recommend the other members’ products and services.
At the end of the chat time, each member presented the business of the member sitting on his/her left with some interesting results. Looking at important points for discussion noted at the start of the group chats included:
- What is your business name?
- What do you sell?
- Why should I trust you?
- Why should I buy from you?
- What are the benefits of your products/services?
There isn’t enough space in this post to go through each and every one of the business presentations but here are some of the points noted.
In almost all cases, the business name and the products and/or services were quite clearly described. That’s not surprising as almost every business owner, when asked, will have an elevator pitch that includes their business name and the main features of what they’re selling.
The trust issue was also reasonably well covered and understood as in several cases experience and number of years in business came across in the message.
The “Why should I buy from you” question was covered up to a certain extent but the emphasis was mainly on features instead of considering the all-important question in the minds of our target audience i.e. “What’s in it for me?”
So, what should you be able to take away from this? To start with, take a really close look at how you’re presenting your current elevator pitch. Practice making a meaningful connection by chatting with someone about what you do best and how that helps to solve a problem. Keep on practicing and soon enough you’ll no longer be wasting time by just shouting a sales message. Instead, with some effort, your marketing message will get through to your target audience and start converting prospects into loyal repeat customers.