As an entrepreneur have you ever been encouraged to create an Elevator Pitch?
An Elevator Pitch is a single, succinct and persuasive sales pitch?
My response to this encouragement to develop a one-size-fits-all pitch has always been ‘NO’.
Because, how can one-size-fit-all?
You may be at a networking event, a conference a trade show or simply talking to a group of friends when that “What do you do?” question comes up. Different people, different scenarios – different elevators.
You know who you are, you know what you sell. You should also know how you solve your customer’s problems and how they benefit from what you sell. So, depending on who you are talking to – networking colleagues, current or potential customers, suppliers etc. – you can structure your ‘pitch’ to meet their requirements and expectations.
The “What do you do?” conversation is an opportunity for you to ‘sell’ yourself. Your products and services are likely to come later.
Here are four Elevator Pitch elements you need to consider:
Be friendly, welcoming and professional. Don’t launch into a description of your business; start with who you are before you move into what you sell.
Make Them Care
Even the best of humanity are tuned to radio WIIFM (What’s In It For Me?) People will love you if you recognise their problem and show them how you can be the solution to that problem.
Leave Them Wanting More
Keep things short and sweet. Even the most interested person will glaze over after 20 minutes, non-stop description of your business journey and how passionate you are about your products or services.
Have a Clear Call to Action
A Call to Action does not have to be a sale; in fact, in most ‘elevator pitch’ situations, it definitely is not! The action you want people to take could be to follow you on Twitter, meet up for a coffee, listen to a podcast you know they will find helpful. It should be something that starts to build a relationship that could, ultimately lead to a sale.
The Perfect Pitch
I have been training people to speak confidently in public for many years and, as part of that training, I put together a template called The Perfect Pitch. It’s a fool-proof method for structuring a presentation of any length from your 60-second pitch at a networking event to delivering a 6o-minute webinar to a 6-hour seminar.
You can download your copy here
So, the next time you get in a lift you may just bump into Richard Branson; what are you going to say and how are you going to say it?
What if it’s not Richard Branson, but someone just as important – a potential customer – is what you are going to say be different?