Okay folks I have a confession, I’m a sales person. That’s right, a social extrovert who if not careful will attempt to cram more words in than Jim Carey after a three hour red bull and skittles bender. Trust me, I know exactly when it’s happened. Right about the time my stomach gets that tight empty sensation,  the blood vessel in my temple nearly ruptures, and a crack of sheer terror flashes through my frontal lobe as I grasp the fact that I should have shut my yapper two minutes before. Admit it, you know the sensation.

We’re all prone to our moments of verbal regurgitation? Specifically in those sixty seconds right after someone utters our second favorite question, “what do you do?”. Oh the glee… the excitement… the overwhelming urge to give them every single reason why they should love our product! Do it quick before they get away!  We give them the full Baghdad shock in awe campaign with the hope that one of those wonderful little nuggets will be just the hot potato they’re looking for. Unforeseen to us they’ve reached auditory overload and our magnificent sales pitch sounds to them like Charley Brown’s teacher in the Peanuts Christmas special. So what’s the answer, what do we do? The key is to have a distinct and specific twenty  to thirty second infomercial.

It may appear daunting, but you need to be able to deliver who you are, what you do, and a catching bullet point in thirty seconds or less. Once the  person has responded it’s okay to go into detail but your opening intro should always be short and sweet. Think “rifle” not “shotgun”. There are a few things that should be key in every infomercial.

1. A unique way in which you help your clients that sets you apart

2. Your name

3. Your company

4. A specific description of one thing that you do.

5. Who you sell to.

6. An open ended question.

Thirty seconds max. Let me give you an example.

Doctor: (rushing of course) I only have a minute, what exactly do you do?

Rep: I work with general practitioners to prevent heart attacks. Ward Sieben with Biomedix. We diagnose Peripheral Arterial Disease. Have you had any patients with circulatory issues in their legs or feet?”

You want to give the prospect a limited number of specific bullet points to focus on. In this case I’m trying to focus the physician on heart attack prevention, peripheral arterial disease, and who is the patient in their practice that they need it for. Think of the person as a database. If you type thirty different search words into a database you’re going too much information to wade through, but if you give specific, distinct parameters you’ll get exactly what you’re looking for. The same is true with people. In this case patients with circulatory issues in their legs or feet. I’ll bet the bank they’ve run across an overweight diabetic with foot pain issues in the last couple of weeks that they suspect might have a partial occlusion.  Last of all, practice, practice, practice. You may have two or three versions for different situations but they all  need to flow as freely those excuses to your mother as to why you can’t make every Sunday evening dinner this month.

In the meantime, happy hunting out in the field and remember…   it’s a good life!

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