THE ELEVATOR PITCH… super blogger/author Seth Godin recently shared a rather catchy phrase. He said… "No one ever bought anything on an elevator". The premise of his dissertation was essentially that you are doing yourself a major disservice if you try to present who you are and what you do in a "hyper-compressed 2 minute overview of your hopes, dreams and, and your main offering". Mr. Godin was providing advice on how to alter your "elevator pitch".
You shouldn't try to give them the whole package in two minutes. Your elevator pitch should be one that simply "sets the hook"… creates interest for further communication. At a recent Joel Bauer weekend seminar I attended (Passion2Profit) a suggestion for how to do this very effectively was demonstrated. You need a great 2 minute technique to help you accomplish the following 4 things smoothly:
1. Explain who you are
2. Explain what you do
3. Show how it might benefit them
4. Help you get started on helping them
Here's your ACTION STEP… it all starts with a scenario where someone asks you "What do you do?" or wonders to themselves "Why is this person approaching me?". Let's use Real Estate Sales as an example (read on, no matter what product you sell):
WHAT DO YOU DO?
Your response… "I am glad you asked that, have you ever been in a house that you fell in love with but thought you could not afford?"
Their response… "Of course"
Your response… "What I do is help people realize their dreams and make things happen that they thought were not possible. Tell me about the dream home you would like to own".
Their response… "Well it's a four bedroom, four bath, two-story home on a large lot… etc., etc., etc."
Your response… "That sounds exciting! If we were able to find you that type of home, in a price range you could afford… would you be interested?"
Their response… "Of course – but how are you going to do that?"
Your response… "That's what I do best, let's set aside 15 minutes for us to get together and talk about how I could make that happen for you… the same way I have for dozens of others". (This is where you now become the Salesperson who gets people what they want. You are not a magician, but at least you now have their permission to get started matching their budget to reality. This is where you build trust and create a relationship that results in a sale)
This technique can be used for any Sales Business. Financial advisors, computer sales, recruiting companies, mortgage brokers, etc., etc., etc. all you need to do is adapt the above approach to your industry. For example, Financial Advisors would start with… "Have you ever sat down and looked at your 'money picture' and wondered how you were ever going to get to the point in life where you have financial freedom?". Computer Salespeople would start with… "Have you ever looked at the current technology and wondered how you could ever take advantage of it all?". The possibilities are endless… the key is not to say… I'm a Financial Advisor or I'm a Computer Salesperson. Ask powerful questions. You are a professional who helps people get what they want through what you have to offer. The Superstars use this technique consistently (ask all of the questions not just the first one!). This is how you create interest, create conversations, and create business. Revitalize your "elevator pitch" and ride that elevator right to the top! NO Excuses.