MUSING ON A MUG – Finding new work in old places

Why doesn’t my friend hire me for his project?

This was the question my client asked me the other day when we were working together on his business development.

I hear this kind of question so often when coaching people on their career objectives. I asked, “Did you even ask for the assignment” No. “Did you have an elevator pitch waiting to be delivered to reassure your friend that he would be able to meet the project goals with your help.” No
My client who is struggling for business overlooked
the “low hanging fruit” and too proud to ask for the project.
We’re embarrassed to lean on family and friends, the very people who could help us the most. We don’t access the low hanging fruit.

This story came back to me later that day when I
was shopping in Marshall’s, looking for bargains for my upcoming vacation. In case you don’t know, Marshall’s is one of many discount stores where items are placed in deep discount status having not sold at their original high end emporiums

I was in the checkout line, my mind focused on purchasing my beachwear and getting back to work when I spotted a little blue and white coffee mug pulling my attention like a puppy in a kennel.
One little mug drowning in a bin of 50 other mugs of various colors and styles.
I need another coffee mug like I need more clothes, but this little blue mug called out to me. It called out me because of a little brown tag dangling from its handle.
(see picture) I picked up the mug and fell in love with what it said.

And what it said was everything I teach about business development. This mug was really trying to please me; it was trying to touch my heart.
It was asking me to buy it.
Yes, this is about a simple little blue and white mug but it is about much more.
This little blue and white mug had it’s elevator pitch ready and dangling on its handle
“This mug is hand glazed and painted by skilled potters in our workshop. Please treasure this mug; it was hand made just for you!”

This phrase is a great example of an elevator pitch 10 seconds long and said everything a sales call needs to communicate.
An elevator pitch in these frenzied times needs to be succinct, short (about 20 words and no more than 10-20 seconds long) An elevator pitch has three elements:
Bottom Line , that which you want the prospective customer to remember above all else.
Proof, all the supporting data to reinforce the Bottom Line
WIIFM (What’s In It For Me)
The little blue mug had all of that in 24 words that take 10 seconds to say

The little mug’s elevator pitch is this:

Bottom Line
High quality
Hand glazed and painted by skilled potters
The pitch that I treasure this mug made just for me

I treasure this little blue mug day when I have my morning coffee. It asked to live with me; I’m happy it did.


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