WHETHER YOU RIDE ELEVATORS, OR NOT …
DITCH THE PITCH!
Pretty much every sales or networking book, article or discussion about meeting prospects or referral sources emphasizes the need for an “elevator pitch.” The basic metaphor for the term is an elevator ride where you have less than a minute between the time the doors close and the destination floor is reached. That’s the imagined time that you have to present your “basket of wares” and invite attention.
Problem! You don’t have 30 to 60 seconds to stimulate attention and provoke a positive response from your new-found best friend. What you do have is less than 10 seconds … and you better be prepared to use them wisely, or seek receptive company elsewhere. So here’s a process and examples of how you can win in the art of arousing peoples’ response to know more about what you do.
OK. You are at a networking event or meeting a suspect, prospect or referral resource for the first time. After the “Hi how are ya” pleasantries, the conversation inevitably comes to the question, “Tell me about your business”; or “What kind of work do you do?” What you say and in what time-frame will determine your listener’s engagement … or unspoken, but internalized sense of “Huh?”
Your Objective: To prompt a response of “Interesting, please tell me more.” And you won’t enjoy that if you attempt to regurgitate a menu of all that you do. BTW, that’s basically what most elevator pitch scenarios suggest – Booorrring!!
Guiding Principle #1
Open with a VERY BRIEF (ideally a single sentence) description of the value your customers enjoy from your product or service offering. Note: Not what you do, but rather … what you do does for your customers.
Example of the Not So Good and the Good
At the risk of being self-serving, we’ll start with an example of our own company. If you asked, “What kind of work do you do?” … Which answer is more likely to get your temperature up to want to know more?
Answer #1: We write monthly newsletters for our clients. We do all the research, writing, distribution, contact list management and reporting of results from the readers. That makes it totally turnkey for our customers requiring a minimal investment of their time.
Likely Response:
- Spoken: “Interesting”
- Unspoken: “Huh” or “So What?”
Answer #2: We ensure that our clients are at the top of the vendor list when a buying decision or referral opportunity surfaces.
Likely Response: “Really! Tell me how you go about that.”
Now you’ve earned the right to strut-your-stuff in more detail.
Guiding Principle #2:
- Present the problem to be solved right up front.
- Describe solution as, not what we do, but what we do for them.
- Include benefit statements that prospect or referral resource can relate to, i.e. get their temperature up a bit – save time, save money, make money, peace of mind.
- Offer proof of success.
Here’s how that may script out.
Business owners are quick to agree that they need to remain visible and available to serve their customers, key prospects and referral resources. That said, they quickly add that they don’t know what to do or how to do it … in an affordable way. Our answer is a monthly newsletter to position them as thought leaders and industry experts in the eyes of their target audiences.
The unique value we bring is that we do it all! That means the research, writing, distribution, contact list management and reporting of results from the readers to prove ROI to our clients. That makes it totally turnkey for our customers requiring a minimal investment of their time … and at amazingly affordable pricing.
Said another way, the six words no business owner wants said of them is “Out of sight … out of mind.” We inoculate against the disease of “I’ll never forget old whatshername.”
Results are what matter … and a recent example is our client who is delighted with a minimum of two new accounts generated by each monthly newsletter.
This is now likely to develop into a meaningful conversation to discover the potential to help each other either through direct business or introductions to key prospects/referral resources
Time to Go To Work
OK. Now it’s time to stop with the instructions and get down to the practical application of these principles in the real world of your day-to-day business challenges.
- Write your VERY BRIEF (ideally a single sentence) description of the value your customers enjoy for your product or service offering. Note: Not what you do, but rather … what you do does for your customers.
- Present the problem to be solved right up front.
- Describe solution as, not what we do, but what we do for them.
- Include benefit statements that prospect or referral resource can relate to, i.e. get their temperature up a bit – save time, save money, make money, peace of mind.
- Offer proof of success.
You will likely go through several versions until you arrive at one you are comfortable with and that fits your unique personality. Don’t be afraid to toot your own horn! If you don’t … who will? But always with a focus on benefits to those you serve.
Finally … Practice, Practice, Practice to deliver your messages with genuine enthusiasm.
Want some help? Let us know and we’ll be glad to jump in … at no cost … just a willingness to help.