Why is it that we hear a car alarm going off these days and barely think twice about it? We barely hear it. In contrast, 15 years ago we would have stopped everything we were doing to see what was going on. Why do I bring this up? The distraction of the car alarm mirrors the noise that takes place all around us in 2014. Why do I say there is noise everywhere? Think about a restaurant as an example. You go to a restaurant and music is playing, televisions are on, info is scrolling across the TV screens, people…
So, you ask—why the 17-second challenge?
What does that mean?
Glad you asked. First, I am tired of the term “elevator speech,” and second 17 seconds is about all the time you have to communicate something to another person before they lose interest.
So here is the assignment:
You have 17 seconds to make your point. By the way, you should time yourself when doing this, which you should do right after reading this post. That way, you’ll do it without preparing something and as if you had to do it on the spot—otherwise 17 seconds is too much time. Please act quickly because this message will self-destruct (just kidding…needed to be sure you were still engaged).
So, without using the words—price, service or quality—you have 17 seconds to tell me why I should buy from your organization versus the countless other choices? What is it about your company that is unique? What is your DSF (Differentiating Sales Factor)? For goodness sake, would you buy from you? So, as of right this moment, think through this question and develop your response. You have 17 seconds.
Can you communicate fast?
Remember: Do not mention the typical price, service and quality “buzz words.” Why? Let me let you in on a little secret—those three words are not simply desired by buyers—they are EXPECTED! If you’re interested, I cover all of this in more detail in my book, available at www.everyoneinsales.com .
But, for now, the clock is ticking (no pun intended). Give me a compelling reason that gels with your company’s DNA of why (without using the three aforementioned words) you should get the business over all the other similar options. Good luck; I am eager to see what you come up with and if you could do it in the time allotted.