Ah New Years. A time for boring resolutions, like go to the gym, get organized, close more business….  Here’s a radical resolution for you:  Resolve not to be boring!  Boring doesn’t win business.  Boring doesn’t open doors.  Boring doesn’t get you remembered.  (“Hey, lets call that guy that had something that was going to help us do something…”)

Clients are busy.  Competition is fierce.  If you can’t rise above the din, you may as well stay home.  Start your resolution not to be boring with those first words out of your mouth:  the elevator speech. The standard elevator speech is tired, dull and predictable:  “I sell (insert product or service here) for (company) and we help businesses (pick one: increase sales, reduce costs or improve efficiency.)  That sentence is so boring I had trouble staying awake while writing it.

If you want to be memorable this year, make a radical change in your introduction.  I call this the “anti-elevator” speech.  I covered the basic rules of the anti-elevator speech in a previous post (read it here) but now lets look at three ways you can create an introduction that will set you apart, inspire conversation and keep your listener from dozing off:

1. The advertisement  

Typically, advertisements have three parts:  The headline that grabs your attention.  The subhead, which provides more details and encourages you to read the body, which answers some of the questions raised in the headline.  Here’s an example:

Headline:  127 Hours (grabs attention and begs the question, What happened in 127 hours?)

Subhead:  Man cuts off his own arm (prompts more questions, Why?  How?)

Body:  True story of a climber who has to amputate his own arm after being trapped for 127 hours.  (Wow! Tell me more.)

You can easily adapt this to business.  For example, using this format I might say:

“I turn salespeople into stars.” (How?)

“By giving them tools from an industry that engages and persuades billions of people around the world.” (What tools? What industry?)

“I show them how to use techniques from highly competitive acting auditions to quickly break through the noise, get in front of busy prospects and close more business.” (Sign me up!)

2.  The simile or metaphor

When writers pitch a script to movie studios they often combine the ideas behind two successful movies to come up with an entirely new concept, for example:  “It’s like Die Hard on a bus” (Speed)” or “Alien meets True Grit” (Aliens vs. Cowboys).  This isn’t limited to movies; you can compare what you do to anything in popular culture.  For example, Jean Claude Van Damme calls himself “the Fred Astaire of karate.”

A real business example I love is from fellow Coloradobiz columnist and founder of Executive Lattice, Ann Spoor, who calls herself “the Jerry McGuire to Corporate Executives and Professionals.”   Here are a few more examples: I am the matchmaker of real estate. My business is like LinkedIn meets Klout.  You get the idea.

3.  The Star of the Story

By placing whoever you’re talking to into a story about what you do, you instantly engage them and give them a firsthand experience of what it would be like to a) have the problem you address b) receive the solution you offer.  For example, if Bob asked me what I do, I might respond:

“Bob, say you were having a tough time getting in to see decision makers and an even harder time trying to close them.  All of the old tools you’ve been using just aren’t working any more.  I would show you performers’ secrets for quickly grabbing an audience’s attention, keeping them engaged and drawing them along on their journey.  Then I would help you apply them to getting appointments, handling objections, delivering memorable presentations and closing with confidence so that you can win more business.”

Those are just three examples of an anti-elevator speech, however there are as many varieties as there are advertisements, movies and people.  Just make sure yours is succinct, expresses your personality and most importantly, make sure it isn’t boring!

Tis the season to network like crazy! Opportunities to make new business connections abound in December, yet most people fail to make a lasting first impression simply because they are not prepared to answer that common question, “What do you do?” in a memorable and succinct way.

Much of the advice on how to introduce one’s self, commonly referred to as the elevator speech, is seriously outdated.  Why?  Because both elevators and people are a lot faster now!  Experts used to think you had the length of an elevator ride, say 30-60 seconds to make an impression, now they think its closer to 7-10.  And though its name would suggest otherwise, don’t be deceived: an elevator speech is not a speech!  It is a conversation starter.  It should pique interest and inspire questions and dialogue — not make the other person wish they had never asked.

Test your elevator speech against the following four points to make sure you don’t get stuck between floors:

1)    Is it interesting? 
Think about when you ask that question: “What do you do?”  Nine times out of ten, aren’t you just being polite?  And yet, isn’t there a small part of you secretly hoping the other person will say something really interesting, like I’m an astronaut or I’m on the Canadian Luge team?  On a more realistic level, wouldn’t you be happy if they could offer help or be a professional or personal resource?  I’m not suggesting you lie or grossly exaggerate, but there is something unique and special about what you do or how you do it.  Use it to differentiate yourself in the first few seconds and you will dramatically increase your chances of being remembered.

2)    Is it specific?
Are you focusing on one or two specific things or pouring out a stream of information?  The latter will have your listener tune out before you can say “second floor, please.”  Think of this as a teaser for future conversations.  If you get their attention initially you will be invited to continue or given permission to elaborate at a later date.

3)    Is it conversational? 
Have you ever listened to yourself give your introduction?  Often what we write does not easily translate into the spoken word.  You can test it out by trying it on a friend or coworker, or by leaving it on your voicemail.  When you listen to it, ask yourself honestly: Would you have a conversation with that person?  Whenever it gets boring or self-serving, hit the delete button.  That’s exactly what prospects will do on the phone and mentally what they’ll do in person.

4)    Is it buzzy? 
Industry jargon or popular buzz words send listeners’ eyes glazing over. Try eliminating any trendy business words, like “I…facillitate, strategize, empower, impact, integrate…etc.”  Even if that is, in fact, the best way to describe what you do.  Yes, you have to take into account your listeners, but in general, it’s a good rule of thumb to always use the simplest words possible to express yourself.  Think more Hemmingway and less William Faulkner.

So now you’re set for holiday networking…almost.  Next week I’ll be covering several different styles of elevator speeches, or as I prefer to call them “anti-elevator speeches.”

Thanks to your support, ACT Like a Sales Pro is a finalist for “Sales and Marketing Book of 2011!” Please cast your vote here by December 12th!

“You need to create urgency!” 

How many times have you heard this as a salesperson?  I realize that this may go against the sales manager’s manifesto, but I don’t believe we can force urgency upon a person.  They either have it or they don’t.  I do believe that we can help our prospects uncover and reconnect with their needs and encourage them to take action on them.

Keep in mind that I am not referring to the manufactured “This is the last one we have left,” or “I have another buyer waiting” kind of urgency.  Although occasionally true, people can smell false pressure tactics a mile away.  The seller who screams “fire sale!” too often is soon taken as seriously as the boy who cries wolf.  I am talking about authentic urgency:  needs that the client or prospect has perhaps chosen not to handle because they’ve become overwhelmed with decisions or distracted by other priorities.

In order to help a client reconnect with their needs and the urgency to act upon them, it is helpful to employ a technique used by actors called “raising the stakes.”  An actor uses this tool in order to understand their character’s urgent need to reach their goal or solve their problem.  Have you ever seen a movie where the character’s goals or problems are not of the utmost urgency?  A character that doesn’t have a complete commitment to solving his or her problem makes for a pretty dull film.

Raising the stakes involves making a series of associations that escalate the importance of making a decision and the consequences of either indecision or a poor decision.  Movies offer great examples of raising the stakes: If the hero doesn’t find the bomb by midnight, the city will be destroyed.  If the city is destroyed, the country will go to war.  If the country goes to war… We’ve all seen this movie, right? The stakes keep getting higher until it is inconceivable that the hero will NOT to everything within his power to find the bomb!

Although the stakes may not be quite as high for your client or prospect, the same premise of escalating associations and consequences works just as well.  Here’s an example of raising the stakes in sales:  You’re a real estate broker and your client is considering selling her home.  She says she’s in no real hurry so she wants you to put it on the market at a price that you know will not sell.  What are the consequences of her poor pricing decision?

• The house sits on the market too long, becomes stale and buyers start to think there’s something wrong with it.
• Buyers assume the seller is desperate and make even lower offers

Bottom line:  the house doesn’t sell.  Now try raising the stakes even further.  Imagine it is one year later and perhaps your seller has to move in a hurry because of a new job or change in family circumstances.  Now what are the consequences of her initial poor pricing decision?

• Having exhausted all active buyers in the original price range, the seller will have to lower the price again in order to generate renewed interest.
• There may be a greater supply of homes available on the market, driving the price down even further.
• Interest rates may rise limiting her ability to purchase the home that she wants.

The net result: The seller loses money on the sale of her home, can’t afford to purchase her dream home or is forced to wait out the market indefinitely.

While clients may convince themselves that they will avoid the pitfalls of indecision or a bad decision, we are the experts, and as the experts it is our responsibility – and in their best interests – to raise the potential consequences in order to help them make a fully informed decision.  After all, don’t these negative consequences of indecision happen to us all the time?  We don’t act on an investment tip and we miss a big payout.  (Hello, LinkedIn ipo?!)  We hesitate on the perfect house and someone else makes an offer on it.  We don’t ask out that cute guy or girl and someone else does.  Everyone has experienced wanting something, sitting on the fence too long and regretting it.  You have the power to to help someone avoid this painful experience.  And the next time you’re told to “Create urgency!” Don’t bother arguing with your manager about the absurdity of their request.  Instead try raising the stakes.  If you’re successful,  no one’s the wiser and you’re both winners.

Learn more about Discovering Authentic Urgency plus 100′s of other innovative acting tips for winning sales in ACT Like a Sales Pro!  

Role-playing. With the exception of cold-calling, is there a pair of words salespeople dread more?
While management may call it a “learning experience,” most salespeople know better. Role-playing is a test of their knowledge and their ability to articulate selling points, handle objections and move to close-under the close scrutiny of a manager noting each fumbled sell line or mishandled objection and a group of peers, happy to sit back and watch someone else in the hot seat.

The scenario is not unlike a new actor being thrust into the spotlight without knowing the play, his lines or his scene partner while the director and audience watch expectantly. A learning experience for sellers? Yes, learning to hate role-playing!

Traditional role-playing is a missed opportunity to gain a better understanding of our client’s motivation, needs and challenges. Actors use role-playing as a time to get to know their character, explore relationships with their scene partner, uncover subtext and clarify intentions-without fear of judgment. Applying a rehearsal-based model to role-playing in sales allows us to get in touch with the deeper emotions, desires or fears that may be driving buyers’ actions, allowing us to more accurately target our message.

Steeping role-playing in the fundamentals of the actor’s rehearsal process changes it from an anxiety-producing exercise to please management into a creative problem-solving tool. A real learning experience. Rehearsal-based role-playing allows sellers to let down their guard and benefit from the group experience.

The basic flaw in sales role-playing lies in the casting and the direction. In order to maximize its effectiveness, follow this simple “cast” breakdown:

THE CAST:

1. The Director, played by the sales manager or a facilitator:

Good directors foster a safe environment of acceptance and experimentation during rehearsal. There is no “right or wrong” in rehearsal because judgment inhibits the creativity and spontaneity necessary to make discoveries about ourselves and others. In order to truly experiment and take risks, salespeople, like actors, need to know they are free to explore without fear of being judged. Often it is impossible for sellers to allow themselves to make mistakes in front of the person they report to, in which case, a facilitator can be very beneficial.

2. The Client, played by a salesperson or actor:

• Choose an actual client or prospect that you know something about personally and professionally. Avoid broad generalizations, which rarely spark insight. Imagine you are a specific individual with a unique set of circumstances, feelings, and needs, not a general composite of your client list.
• Identify your chosen client’s circumstances. Do they drive to work or take the bus? Are they satisfied or dissatisfied with their job? Are they motivated by ambition, money or service? An actor leaves no stone unturned in his efforts to form a complete picture of his character.
• Step into your client’s shoes. Ask yourself, “What would “I” do if “I” were really in this situation? Through personal identification you can start to truthfully discover how you-and in turn your client-might think, feel and act within their given circumstances.

3. The Salesperson, played by…a salesperson: 

• Assume your client knows nothing about your product or service. Before you scream that you’ve been calling on them for a year and presented a dozen proposals, remember that decision makers are deluged with facts and figures from dozens-maybe hundreds-of salespeople. In addition, by starting with a blank canvas you may discover some false assumptions you are making which may be keeping you from progressing with a particular client.
• Most importantly, stay in the moment and react as you would-not as you think you should. You’ll learn a great deal more about yourself and your client if you keep it real. And, you’re more likely to receive valuable insight from your peers that will help you with specific challenges.

SUMMARY:
Once sellers have experienced the benefits of rehearsal-based role-playing they may no longer find excuses to leave the building during a sales meeting. While this newfound understanding of your clients, greater awareness of their behaviors and access to a wider choice of solutions may not improve your chances of winning an Oscar, it will greatly improve your chances of winning the business. Click here for more tips on getting real results from role-playing.

Unless they’re Brad Pitt or Meryl Streep, most actors must audition for every role they get.  When competing against hundreds of other actors, they have to find ways to quickly stand out and convince the casting director that they are right for the part.  As salespeople, you are also on an audition of sorts and need to quickly convince the prospect or customer that you are right for the sale.

Against often staggering odds, how do successful actors land the part?  What is their secret?  Here are 5 quick acting lessons from my new book, ACT Like a Sales Pro that will help you land the sale!

1.  Make strong choices to reach your goal

Would you watch a movie about a character that “hopes” or half-heartedly “tries” to reach his goal?  Probably not.  According to Robert DeNiro, “The talent is in the choices.”  Good actors like DeNiro make strong choices. (“You talkin’ to me?”)  Sellers too should find strong active words that motivate them to take action.  Instead of wanting to make a sale, how about fighting for it?  Try proving a point as opposed to just making one. Strong active verbs will keep you focused on and committed to your goal.

2.  Raise the stakes to uncover prospect urgency

If the hero doesn’t capture the villain by midnight he will detonate the bomb. If he detonates the bomb the city will be destroyed.  If the city is destroyed the country will go to war.  This is a classic example of raising the stakes in Hollywood.  You can use this same model for uncovering the urgency within a prospect by connecting emotional triggers to potential outcomes.

3.  Use unpredictability to get your calls taken

Lady Gaga wearing a meat suit.  Lady Gaga arriving in a giant egg.  What will Lady Gaga do next?  Who knows?! But you can bet the world will tune in to see! Most salespeople end up doing the same thing in the same way.  You don’t have to be one of them.  Unpredictability will get your calls taken and get you in the door.  Do something new. Do something old in a new way.  Meat suit?  Probably not, but you get the idea…

4.  Welcome obstacles to move the sale forward

Obstacles are a necessary part of drama.  They keep the audience engaged and the action moving forward.  According to one sales study, prospects that buy have 58% more objections than those that don’t.  I would much prefer to have a prospect throw out twenty obstacles than one “I don’t care.”  Reframing obstacles as an important step toward moving the sale forward arms you with a winning attitude and leads you to discover an arsenal of actions to overcome potential obstacles.

5.  Use your mistakes to keep prospects engaged
When a professional actor drops a line or a prop, they follow this rule of thumb: Use it or lose it.  Drawing unnecessary attention to mistakes takes the audience out of the story and the actor has to work twice as hard to get them back.  Similarly, if you forget part of your presentation or have technical difficulties, don’t make a big deal out of it.  If it doesn’t affect your basic message or intention, there’s no need to draw attention to it.  If you can incorporate it into your presentation to reinforce a point or make a new one, even better.  Spontaneity can spice things up and add for some interesting impromptu moments.  Remember to use it or lose it and keep your prospect engaged.

See full article published in Selling Power Magazine.