Jamie Biesiada
Picture it: You're at your kid's Little League game, chatting with another parent in the stands. The conversation turns to work and they ask what you do.
What do you say?
If you don't already have an elevator pitch prepared, describing your job in a way that conveys the value advisors provide, it might be time to practice.
This topic came up on the most recent episode of the "Trade Secrets" podcast, out Monday, April 8. Nexion Travel Group president Jackie Friedman joined me and my co-host, Emma Weissmann of TravelAge West, on an episode all about the value of advisors -- and how to share that value with consumers.
"Don't put a label on something," Friedman asked. "If you're at a cocktail party, or you're talking to someone and they ask, 'What do you do?' don't say, 'I'm a travel advisor,' 'I'm a travel agent,' 'I'm a travel consultant.'"
Instead, Friedman encouraged going down a different path and describe what you do.
An example she offered: "I have the best job in the world. I have the opportunity to work with my clients to plan the perfect vacation for them."
Advisors' passion for what they do often shines in moments like that, when talking honestly about why they like the profession, she said.
"It's as much about how you say it as it is about what you say," Friedman said. "Let that passion come out in your voice. Describe what it is that you do, the value that you provide your customers. Maybe talk about one or two of the amazing vacations you've planned for folks just to give them an idea."
That message should also be delivered confidently, Friedman said.
To that end, she encouraged advisors to practice their elevator pitch while looking in the mirror -- are you smiling? Even talking on the phone, she said, it's usually evident when someone is smiling.
Another tip I've heard from advisors: Write down your elevator pitch first. Once you've honed the message, get practicing. You never know when you'll meet your next client.