The Most Important 30 Seconds . . . The Elevator Question

Just read this article from Glenn Porter on Forbes. The article is titled: The Most Important 30 Seconds of Any Sale. Honestly, I think most salespeople could stand a little help with their elevator pitch. And it is still important to gain a prospect's interest.

However, I'd like to add to what Glenn offers by also recommending turning the elevator pitch on it's head by asking The Elevator Question. Instead of imagining that you have to develop the client's interest by spouting off your value proposition between the first floor and the eighth floor, imagine that you can ask the client two questions that will indicate your interest in understanding their business and their individual challenges, directions and opportunities.

How about something like this: "I'd love to learn a little bit about your company. Can you tell me about the biggest challenges you face in your industry?" Before the door closes, you might add something like: "We help companies like yours and I'd love to hear more. Can we get together so I can learn more about your company, your challenges and how we might be able to help?"

As a side note, I love it that Glenn actually used the word aggression in his closing sentence. I know we are not going back to the overtly aggressive sales tactics of the past. But, when did we decide that selling behaviors in and of themselves were all too aggressive?