Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

Your Elevator Pitch: Know Your Target Market

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I was in a meeting this week and we were talking about the elevator pitch. Once you have it down, you’re set. But until then, you fumble and it stresses you out, keeps you up, and can be maddening. Why is the elevator pitch so hard to master for many of us?

I think a big piece of it is because your Target Market is too broad, or you have too many. PICK ONE. I want to have a very clear picture of your ideal client. If I don’t know who they are, I can’t ask questions about similar people that you also probably serve. When I talk about my ideal client I say they are “a solo-prenuer with 0-10 employees who loves what they do but hates the sales and marketing piece of their job.” Does someone come to mind? I bet it does…If I said “I do sales and marketing consulting,” the possibilities are endless!

Financial Planners are easy to harass on this point, but they DO make for a good example. They’re a dime a dozen and there’s too many of them. “Anyone with money is a good referral.” And so I send you no referrals. “I work with women who are suddenly single through death or divorce,” and I have a list of 10 people to send you. This doesn’t mean they don’t serve men or couples, but it means this is the niche that they’re an expert. And so I ask “hey I know a couple who I think would be a good fit, are you interested?” Yes, they can do that. OR, no but I know someone who does…

When you’re working on your elevator pitch, make sure you’re talking about your target market. Paint the picture of the perfect client. The funny thing is: people will ask you for different things. Don’t tell them what you don’t do. Don’t tell them EVERYONE you serve, it’s okay to be more specific, it makes it easier to send referrals. Trust me.

3 Things You Can Learn From an Attentive Hotel Staff About Sales

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Palm Trees & Sunshine DO exist in November! Who Knew?
Palm Trees & Sunshine DO exist in November! Who Knew?

This past weekend my husband, dad & I went to San Diego for some warm weather & beer tasting. It was a GREAT weekend! As the weekend went on I realized that the hotel staff was awesome! Hotels are a great example of customer service and can teach you a lot about sales. Here are 3 things you can learn from an attentive hotel staff about sales:

1. Be Friendly & Ask. Every time we left the hotel the valet staff asked if we needed directions or knew where we were going. Sometimes we had it planned out, but other times, we needed their help. But they asked EVERY time.

2. Help Other Departments. A Concierge noticed I was standing over by the bar area looking to get my water bottle filled up. He came right over to the bar and asked if I needed help. It was SO simple, but made a big difference instead of me waiting around and giving up. Or “that’s not my job, sorry.” I wish I could punch people in the face when it’s “not my job description.” Empower your team to be cross trained and help out when needed, not when it’s convenient.

3. Remember Me. This one can be tricky, but on Monday morning as we were checking out, I chatted with a gal at the cafe area and she asked how the Zoo was. We ended up NOT going to the zoo, but she remembered from Saturday that I had mentioned we were thinking about going to the zoo. I have to admit I didn’t even remember her (I usually remember a face!), but it was so great that she remembered and asked. Make notes about the personal things (how was your daughter’s volleyball game? what was your son for Halloween?), it makes a HUGE difference!

Sales 101: Leaving a Voicemail

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Yes I rant about voicemail a bit. However, it seems to me that if you want someone’s money, or time, or whatever, that you would leave them a voicemail they can understand.
I got a voicemail today from someone “Hi Elizabeth, this is (jumbled name) from (no clue what they said company) calling again…” Yeah, I didn’t reply the first time because I DIDN’T UNDERSTAND YOU.
It seems so simple: If you leave a voicemail, start with your name and phone number. THEN repeat your name and phone number at the end, or even right after. Speak Slowly, like you’re talking to your grandma.
The other option? I delete the voicemail and don’t call you back.