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You''re at a conference. Someone steps in the elevator, notices your name tag and asks Jean-Francois Gillet Belgium Jersey , "So what do you guys do?" Quick -- what''s your answer? You''ve got about 15 seconds before the doors open.

For most business owners, getting to the crux of what they really do is the hardest, yet potentially most rewarding, one-minute conversation they will ever have. In that shortest of time spans, potential customers Jason Denayer Belgium Jersey , vendors, and employees will make a complete assessment, deciding then and there if your company, products or services are worth pursuing. Why? Because it''s all the time they have before the doors open ? so make it count.

Trap #1: The Laundry List

The commonest of traps is to try and list every product and service you provide. "We sell, service and maintenance new and used industrial fittings for the diesel engine aftermarket." The reply? "Thanks! This is my floor? nice to meet you!"

Solution: Like everything else in branding Jan Vertonghen Belgium Jersey , your 15 second elevator speech should convey the essence of what you do, not just a descriptive phrase. It should stress the benefits of what you do, not the features. In marketing they call it "selling the sizzle, not the steak". Sacino''s Formalwear in Florida had rented tuxedos for three generations. But upon closer examination, we determined that customers really did not want to rent heavy Eden Hazard Belgium Jersey , expensive, snug fitting clothing. In other words, it wasn''t about the cloth, it was what the cloth did. The heart of their new :15 elevator speech? "We Make Men Look Good!"

In short, look for the solution or benefits your products and services provide. How can you sum that up in two to three sentences? For Harbour House Crabs Dries Mertens Belgium Jersey , the central theme went from selling seafood to "Making any occasion a special occasion?"! For Mark Mohr at Joe Ricos, it went from selling coffee to creating a sanctuary where you could "Escape the Ordinary?".

Trap #2 The Sweeping Statement

Once you realize the laundry list approach doesn''t work, you may be tempted to simply summarize. This is great for the back of a DVD, but not good for getting new business. A typical sweeping statement goes something likes this? "We''re into enterprise management software". Response? Unintentional yawn. Look down at watch. Leave with a nice pleasantry.

Solution: Add some pizzaz! While attending a business conference in the Bahamas a couple of years back, I heard a very dynamic speaker tell of her work in the philanthropic field Divock Origi Belgium Jersey , setting up foundations and putting together partnerships. . Cheap Jerseys China Cheap Jerseys From China Cheap Jerseys From China Cheap Jerseys China Cheap NHL Jerseys Wholesale Cheap NFL Jerseys Wholesale Cheap College Jerseys China Wholesale Jerseys Wholesale Jerseys Free Shipping Cheap College Hockey Jerseys