Like it or not, we live in a world of sound bites. No one has time to listen to your full story unless you hook them in with something enticing in the first ten seconds. Some gurus will tell you that you need an “elevator speech”. They say you need to have a thirty seconds to one minute planned speech that can grab attention and make someone ask you questions or in some other way want to talk to you more. I agree and disagree at the same time with this. Sure, you need an elevator speech…but in reality, you probably won’t get a full thirty seconds unless you have an appointment to pitch someone.

Here’s what you really need:

• 1-3 line hook and response
• 15 second hook and response
• 30 second hook and response

Everything is done in hook and response. Listen to the most common questions about your product or service (except price…don’t mention it unless you really do have the lowest price or you’re directly asked) but leave that question up to the buyer to ask. Force them to think about it and ask you for information. Then you’ll have their full attention.

You’ll most often find yourself giving your 1-3 line hook and response. When someone sees your product or asks you about your service, you must respond with something in 1-3 lines that hooks their attention and makes them want to talk to you. Confidence goes a long way here. If asked about your product, respond with something as short as, “This is the best “widget” ever and you’ll never believe what it can do!” Any normal person will then say, “What can it do?”. Now you’ve got their interest.

Remember that hook and response means that you give a one line hook, listen to their question, and give them a response. You’ve already told them the hook and heard their question, so you need a similar response. Try something concise like, “It can save you lots of money by (fill in this blank)…” or “It protects you by (fill in this blank)…” or something similar. If your person is interested in it, you’ll get a response like, “Can I see how it works?” or “Can I hold that one for a minute?” Now all you need to do is wait until they ask all their follow up questions and ask for a price.

You can use as much as three lines if you want, but you need to develop this short conversation that almost forces the other person to lob you easy questions.

Develop your sound bite now if you don’t already have one. Make sure you get a few different lengths for the times that you might actually be in an elevator or waiting in line somewhere.

- John