How to Sell Yourself with an Elevator Pitch
To create a compelling 30 second commercial or elevator pitch you need to compose a message that answers the following question: what do you do? Our past experiences demonstrate how difficult it can be to successfully deliver a captivating sales message.
How many times have you hung up on a salesperson in the first ten seconds of a cold call? If you’re like most of us, that number is too high to count. Or maybe you’re a little nicer and wait until they come up for air before you politely inform them that you aren’t interested. Or perhaps you're the super-suspicious type that doesn’t answer your phone unless you recognize the number (if that's the case, I’m guessing you don’t believe in sales karma).
How many times have you had to placate people at a networking event who were telling you all about their company, products, and services? Did you desperately scan the room for a face you knew so you could kindly dismiss yourself from the conversation? Or, conversely, have you ever asked someone what they do and then pretended you knew what they were talking about when in reality you weren’t sure if they were speaking the same language?
While the above scenarios are likely for sales teams, they’re not the only situations where what we "do" comes up. In settings ranging from networking events to airport layovers, social events, and even family reunions, we are asked what we "do." However, instead of engaging a potential prospect or referral partner, salespeople often miss the mark with either too much irrelevant information or too little quality information. This prevents any potential for the sales conversation they could have had.
Is your Elevator Pitch Sales or marketing focused?
Your 30 second commercial should be a compelling overview of your prospect’s current situation and the value you could provide to them. It should start a conversation. A marketing message is all about you and your company, but a sales message should be about your prospect. Is your sales team making the message about themselves or your prospective clients? While your elevator pitch shouldn’t be a script, it should highlight the key decision maker's frustrations or struggles and the solution you can provide. Consider it like a 30 second commercial. You need to cut out irrelevant information and make an instant connection within a very short amount of time. The best pitches have a clear and concise message without seeming pushy. At the end of your elevator pitch, prospects should know whether what you do is relevant to them or at the very least wonder if you would be able to help their situation.
If your sales team isn’t having these types of conversations, you need to determine why they are missing the mark. Have you told them which prospects are most promising for your organization’s products and services? Have you coached them on understanding your prospects common pain points? Do they know where to take the conversation or are you leaving them on their own to wing it? Our sales training resources provide more valuable tips for creating a compelling sales message. Watch this video to learn how to craft a sales message that focuses on solutions, not features and benefits.
Ready to take the next step towards becoming a better salesperson? Contact a Lushin Consultant today! Our sales training and consulting services will help you take your business to the next level.