An old blind man was sitting on a busy street corner in the
rush-hour begging for money. On a cardboard sign, next to an empty tin cup, he
had written:
'Blind - Please help'.
No-one was giving him any money.
A young advertising writer walked past and saw the blind man with
his sign and empty cup, and also saw the many people passing by completely
unmoved, let alone stopping to give money.
The advertising writer took a thick marker-pen from her pocket,
turned the cardboard sheet back-to-front, and re-wrote the sign, then went on
her way.
Immediately, people began putting money into the tin cup.
After a while, when the cup was overflowing, the blind man asked a
stranger to tell him what the sign now said.
"It says," said the stranger, " 'It's a beautiful day. You can see
it. I cannot.' "
It is not a matter of just what you say, but how you say it. Since most of us are in sales of some sort, we would be well served to remember this story when we are making a presentation to our clients and prospects.
Remember, when presenting yourself (the elevator speech) your presentations should be succinct, it should inform-excite and persuade.