Welcome back to our monthly South Brisbane Small Business (SB²) Meetup! This month we have Kim Taylor from Ultimate Speaker as our Guest Speaker here to share her knowledge and teach us new skills. Kim is a renowned Public Speaking Coach with over twenty years of experience working with and delivering presentations to small and medium-sized enterprises and well-known organisations, such as, Bunnings and Big W. This had led to the development of the Ultimate Speaker training system which is designed to open the door for professionals, like you, who are seeking to overcome your speaking obstacles and master the ability to communicate in any situation. Kim taught us how to deliver an effective elevator pitch and create a memorable introduction that leaves your audience wanting to know more about you and your business.
To begin, you should have a clear idea of what problems your business can solve. Think about the top 5 human drivers, according to Kim, it is to make money, save money, save time, save energy and to be comfortable. Your business should first be able to offer a solution to at least one of the above drivers. Once you have locked that in, you are ready to present it in an effective elevator pitch.
Using the concept of the “Elevator Story Bridge”, here are 3 simple steps you can follow:
- Identify your target market problem
This is where you speak to your audience’s pain. Think about the issue that they are currently having and make that issue the starting topic of your conversation. You can approach it in two ways; you can either ask them a question relating to their problem, for example: “do you ever struggle to make important financial decisions?”. Another approach is to make a statement regarding the issue, for example: “many people struggle with public speaking”. Either way, your audience will be conscious of their pain.
- Share your solution
The next step is to share how you can help your audience reduce or remove this pain; this is an opportunity for you to sell your solution. For example, in the case where your audience is looking for a financing solution, but are overwhelmed with the endless options, then your answer will be to help them make an informed decision by narrowing down the best finance options to suit their needs. This part should be simple and straight to the point, but also strong and effective. You can say “with so many options available, we help you unlock your future by taking the time to understand your aspirations and working with you to find the best finance solutions”. Your audience by now should be convinced that your business can help them solve their issue.
- Sell the result
The last step is to sell the result your audience will receive with the help of your business. This should further add validity to your business offering and eliminate doubts that they may have. For this step, it will be helpful to focus on the 5 human drivers previously discussed. For example, if you want your audience to save money by using your business to help them find the best financial solution, you can say “we help you get into a position to take action, have a range of tailored financial solutions and more money to do the things you want to do”. The last section of this statement should convince them to work with you.
Here is an example of putting each section of the elevator pitch together: “Do you ever struggle to make important financial decisions? Is a secure future important to you? With so many options available, we help you unlock your future by taking the time to understand your aspirations and working with you so that you get into a position to take action, have a range of tailored financial solutions and more money to do the things you want to do”.
Now that you have the resource to create a compelling elevator pitch make sure you deliver it strongly and passionately. At the end of the day, you will need to be confident in your product, for others to trust and be confident in you. Having an effective elevator pitch will help you network better at events and help you successfully create a business relationship with the audience who are interested in your product!
It was an excellent presentation from Kim Taylor, and we’re glad many of our members were there to learn these valuable tips, which we believe is an essential step in growing your business. If you would like to learn more about small business tips and network with other like-minded business owners, come along to out next SB2 meeting on the 7th of August at our local café, Bedouin Brew. We would love to meet you and learn more about your business dreams and struggles.
RSVP to our next free networking event here: https://bit.ly/2DYsllb or email Sarah at firstname.lastname@example.org. We look forward to seeing you there!