The 17-Second Challenge
Ok, welcome to week 2 of my Perception IS Reality blog. Thanks for all the great feedback last week. This week’s challenge is going to make you squirm a little. It always does. I do this with executives and salespeople all the time. They don’t enjoy it but, in time, tell me how much it makes them reflect and change. I hope it does the same for you.
So, you ask—why the 17-second challenge? What does that mean? Glad you asked. First, I am tired of the term “elevator speech,” and second 17 seconds is about all the time you have to communicate something to another person before they lose interest.
So here is the assignment. You have 17 seconds to make your point. By the way, you should time yourself when doing this, which you should do right after reading this post. That way, you’ll do it without preparing something and as if you had to do it on the spot—otherwise 17 seconds is too much time. Please act quickly because this message will self-destruct (just kidding...needed to be sure you were still engaged).
So, without using the words—price, service or quality—you have 17 seconds to tell me why I should buy from your organization versus the countless other choices? What is it about your company that is unique? What is your DSF (Differentiating Sales Factor)? For goodness sake, would you buy from you? So, as of right this moment, think through this question and develop your response. You have 17 seconds.
Can you do it? Remember: Do not mention the typical price, service and quality “buzz words.” Why? Let me let you in on a little secret—those three words are not simply desired by buyers—they are EXPECTED! If you’re interested, I cover all of this in more detail in my book, available at www.everyoneinsales.com.
But, for now, the clock is ticking (no pun intended). Give me a compelling reason that gels with your company’s DNA of why (without using the three aforementioned words) you should get the business over all the other similar options. Good luck; I am eager to see what you come up with and if you could do it in the time allotted.
- Categories:
- Business Management - Marketing/Sales
Dr. Ryan T. Sauers is a nationally recognized expert in leadership, communication, and marketing, with more than 30 years of experience in the printing, graphic communications, and visual media industries. A former print company executive turned consultant, he helps organizations nationwide strengthen leadership, improve communication, and elevate sales and marketing performance.
Ryan is President of End Resultz Media and Sauers Consulting Strategies. He is also Publisher of the Our Town family of magazines. Ryan teaches leadership, communication, and marketing to graduate and undergraduate students and hosts several leadership- and marketing-focused radio, TV, and podcast shows. He holds a Doctorate in Leadership and certifications in MBTI, DiSC, Emotional Intelligence, and is a Certified Marketing Executive. He is the author of the books Would You Buy from You? and Everyone Is in Sales and is currently developing his next leadership book.
