Does your elevator pitch
work for you? Do you need one? I recently read a blog posted on LinkedIn
titled, “I don’t really care about our elevator
pitch.” The author shares he
does not care about his pitch, “simply because what matters is issues and opportunities.”
He may have found a way to
jump to that conversation, but many have found value in using a simple, but
effective pitch to get a conversation going.
You may or may not be
pitching your value proposition to a prospective client on an elevator. For most, probably not. I do believe, and have repeatedly witnessed,
that the ability to clearly and concisely communicate your value proposition
can open the door to a meaningful conversation on what you have to offer. I have also seen the reverse where a poorly
articulated value proposition quickly leads to disinterest and a potential
missed opportunity.
Elements of an effective pitch
In my experience, a great
pitch has three components:
1.
It is short and
easy to explain
2.
It shares the unique
value or benefit you have to offer
3.
Your benefit engages
the listener’s emotions as well as their brain.
It makes them think, “I want that – it will make my world better.”
If your pitch does these
three things, you will often get your listener to say, “tell me more.” After
all, isn’t that what you want your prospect or a person you are meeting to
say? Your pitch should start a
conversation. A short, meaningful,
engaging pitch will do far more to start conversations than a long-winded
explanation of everything you have to offer.
What is our company’s
pitch? “We help companies grow faster.”
We often hear, “tell me more.”
Then, we have a conversation about their challenges and the value we
offer.
So…what is your elevator pitch?
Does it fit the three
criteria above? Many do not. Based on a range of pitches I have heard in
the last year, many companies need to work on their pitch – or, at least, they
need a special elevator in which to make their pitch.
See if one of these
elevators fits your elevator pitch. Based
on the pitch your company uses today, what type of elevator do you need to
deliver it?
Elevator in a tall building – Some people take several minutes to share their
pitch. This requires a long elevator
ride in a tall building. A pitch over
20-30 seconds is likely working against you.
You should be able to deliver your pitch in 1-3 sentences. My experience is that a great one-sentence
pitch will be most effective in prompting someone to respond with “tell me more.”
Many elevators to different floors – This is common with many companies. Each person at the company makes a slightly
different pitch about different aspects of your value proposition. Some may effectively engage the listener, but
as they describe different points of value, your representatives are taking
prospects to different destinations.
Your company can be more effective if your entire team is aligned to
pitch your company in the same compelling way.
All the elevators look the same as in those other
buildings – Your company has an established
elevator pitch, but it is so generic prospects cannot tell how you are
different from other options. An example
of this would be, “We help you market your products to your customers.” A generic pitch seldom engages one’s interest
or emotions. Often, the thought or
response triggered by pitch like this is, “I already have someone who does
that.”
No elevator, take the stairs – This happens when someone has no clear pitch to
explain their company. The listener has
to work to learn what the company does. Prospects either ask questions to try
and figure out if there is value for them, or they tune out and quickly leave
the conversation. Don’t make prospects
become stair climbers, have your pitch prepared for when you meet people.
We have one fantastic high-speed elevator. This is the
best elevator for your pitch. It is a
short ride, it will take you where you want to go, and you are pleased when you
get there. If your pitch quickly engages
your listener because you may make their world simpler or better, you likely
have a highly effective pitch.
In the end, the goal of the
elevator pitch is to start a conversation, not to start and close a sale in 30
seconds. Tell enough to engage and
communicate your value, but leave your listener wanting to learn more.
Voltaire once wrote, "The best way to be boring is to leave
nothing out." Don’t be boring.
David Lund is president and founder of GrowthSpring Group, a unique a strategic growth and marketing
innovation firm that works with clients to accelerate success by helping them
identify and launch new opportunities to profitably grow sales. www.GrowthSpringGroup.com
