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30-Second Commercial Clinic


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Developing your 30-Second Commercial or Elevator Pitch

Prepare a digital version of your 30-Second Commercial … and include that text in your LinkedIn profile. (Tweet this!)
The main thing to remember about LinkedIn is this: It is a huge, never-ending, virtual networking event, and you have to be ready with the right response to “What do you do?”

Your 30-second commercial is the answer to that question, as told from the point of view of a PROSPECT IN PAIN who eventually TURNED INTO YOUR HAPPY CUSTOMER. Why not include it on your LinkedIn profile page?

So for instance: “We specialize in custom-designed inventory management systems for manufacturing and distribution operations. We've been particularly successful with companies in the X, Y, and Z industries that are concerned about the costs associated with inaccurate inventory counts, unhappy with frequent paperwork bottlenecks that slow down the fulfillment process, or disappointed by the amount of time it takes to reconcile purchasing, invoicing, and shipping records. We’ve been able to create hand-in-glove inventory management systems that help our customers save time, attention, and money.”

If something like this isn't on your LinkedIn profile, you’re at a competitive disadvantage.

Published in: Business
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30-Second Commercial Clinic

  1. 1. 30-Second Commercial Delivering A Sandler 30-Second Commercial
  2. 2. Emotionally Engage Your Prospects • What is the #1 thing people like to talk about? • Do we think faster or listen faster? • What is the typical attention span of a prospect? • Can a 5th grader understand what you do by your 30-Second Commercial?
  3. 3. Features & Benefits Don’t Sell! • We have double the tread count of the competition. • We’ve been in business 30 years. • Our product is used in dozens of the biggest businesses in the city. • We maximize your Return On Investment… • We have great customer service.
  4. 4. Use Emotional Trigger Words • Frustrated • Uncertain • Disappointed, Discouraged • Worried • Angry • Concerned • Afraid
  5. 5. 30-Second Commercial • Introduction: Who are you? What do you do? • Pain Indicators: What problems do you solve? What are people experiencing who need you? • Benefit Statement: What makes you different than the competition? NOT HOW YOU DO IT! • Hook Question: How will you get them talking about their situation or who they know?
  6. 6. The Qualification Process • Use PAIN Indicators to fish for PAIN • Transition into PAIN Funnel • Qualify for Interest • Qualify for Need • Qualify for Commitment • Set the Appointment!
  7. 7. Speed Networking Practice • You will have 1 minute to deliver your 30- second commercial and transition into PAIN funnel. • The other person will have 1 minute to practice. • Exchange constructive criticism and rotate to next person.
  8. 8. Wrap Up • Questions? • V.I.P. – A/B, Progression Boards, & Belt Status • Lessons Learned • Upcoming Events