Every agent, advisor, planner, or sales rep who actively networks is probably familiar with the ever-popular “elevator speech” – the 30-second introduction used to explain what you do so others understand how to help. A good elevator speech should be light fare, with not too much jargon or industry stuff; kind of fun (depending on your market); and memorable.
Enter the “PEEC Statement” – which stands for Profession, Expertise, Environments, and Call to Action. This very model has helped countless advisors and sales reps (including me) land a client, make a connection, or get more information. Here’s how it works.
This is a broad way of describing your role. It’s not necessarily your title, but it could be. For example, if you are a financial advisor, focus on who you help and what you help them with – just keep it pretty general. If you want to make it punchy, funny, and poignant, then do so as long as it’s appropriate and it reflects your personality.
“You know who Bernie Madoff is, right? Well, I’m one of the good guys! I’m a financial advisor focused on helping businesses with their financial management.”
The more you can differentiate yourself from your counterparts, the better. Just don’t get too cutesy or clich?. I like the direct approach, and most other people do, too.
This speaks to the areas within your business in which you have the most knowledge. So as an advisor, your expertise may be in the areas of long term care insurance, annuities, and financial planning. I wouldn’t rattle off more than three areas, though, or else it may come across that you’re trying to be all things to all people. Just talk about your top three favorites or the area in which you think you have the most expertise. Of course, these may not be your only areas of expertise – but you wouldn’t share everything on the first date, would you?
This is your target market – who you serve best and therefore wish to serve most. “I do most of my work in the physician marketplace.”