Today I shared in a coaching class about starting a coaching business. At the end of the hour, a great question was asked and I wanted to respond more fully, so I said I’d blog on the topic. This series is especially for Chris and Judy’s class, but the rest of you are welcomed to join in as well!
The question was about “elevator statements.” You know – those really exciting one-sentence blurbs that you’re supposed to be able to rattle off at gunpoint, if ever necessary. The words are so compelling that in the time it takes for a short elevator ride you have someone hearing your sentence, understanding your services and then begging to pay you for, this case, coaching.
This method of selling clearly works for some people. We wouldn’t be discussing “elevator statements” if they didn’t. Can they work for everyone? I guess – in theory. Are they worth the time to consider – to write and practice while standing in front of the mirror – especially in coach traning when you are learning about marketing and sales? Absolutely, yes; no question.
OK. I’ll flat out admit it. I found it extremely difficult to write and use an elevator statement. I’m guessing the person class today who asked the question was experiencing the same thing. With a very sincere tone, he dared to ask the question – something like, “elevator statements; do you really use them?”
Actually, for me, writing elevator statements wasn’t as difficult as using them. Everything I came up with in writing, no matter how converstational I tried to be, it never sounded authentic. The sound was stiff and laborious, and I always felt like I was being instructional and overly-explanitory.
My point in this post is to say if creating elevator statements is not coming naturally for you, know that you are not alone. Don’t panic; struggling with elevator statements is not a predictor of coaching business success.
Please return to my blog over the next couple of weeks for ways to deal with elevator statement challenges. After that, I’ll move on to an equally challenging topic for new coaches: answering the question “what is your niche?”