Today we have a new need. Before we can generally get in front of the right client we must engage them with a reason to talk to us, a reason to get their interest up. Experts call that an Elevator Speech. Named so because the amount of time given to gain prospect interest is equivalent to the time it takes to go up a few floors in an elevator.
How It Works Best
Most companies can tell you “What” they do. They can also tell you “How” they do it. From that they try to explain why they are different from the competition. But there is mark established by every dominant
company in the last 20 years … they explain “Why” they do it. It turns out the “Why” supersedes both What and How in customer motivation and customer buying.