The perfect elevator pitch is not just a sales gig. It doesn’t matter who you are, what you do, or, what you want. The great elevator pitch is your only chance to make a first impression. First in line, first in love. Shouldn’t eveyone have one? Don’t leave home without it.
“The perfect elevator pitch” or “Branding Statement”, is like a busines card . . . . . the great sales professional never leaves home without it. Do you have one? And, if so, is it just an introduction to your business card, or does it inspire a compelling reason for your prospect to ask for more. The great Branding Statment should be a carefully crafted opening which, in less than 10 seconds, commands the prospect to ask the open ended question. “Tell me more!”.
The term “elevator pitch” defines the principle of expressing a cogent idea, or “call to action” in the time span of an elevator ride between 30 seconds and 3 minutes. The expression has been widely credited to “lifestyle” journalist Ilene Rosenzweig and publishing superstar Michael Caruso (Vanity Fair) for its origin. While it is almost always associated with social or unexpected encounters, the great elevator pitch is the foundation of any business introduction from the “cold call” to the “Zoom” call.
Every day I’m pitched by business professionals eager to tell me about themselves and their company. But, when I ask “How are you different from your competition?”, they are almost always lost for an answer. This is a compelling problem, particularly among professionals in tightly competitive fields seeking to differentiate their service among all the others. Attempting to convince the prospect that you do the same thing better than the competition is very difficult. So, you should never try. Instead, be ready with the perfect elevator pitch.
Early in my business career I worked out a brief presentation with certain points that I thought properly differentiated me from the competition. On one particular occasion I had the opportunity to introduce our services to an especially valuable prospect. I had barely started before he smiled politely and said, “I’ve heard all this before. Why should I do business with you?” He disappeared before I could recover.
I can say with absolute authority that most professionals I meet do not have a prepared presentation, or “elevator pitch”. In fact, they are not even prepared for the opportunity. When asked, almost all that I meet offer an irrelevant introduction and hand me their business card. Or, they try to repeat some corporate centric monologue that keeps the company trainer employed. This poorly scripted babble sounds like a barking dog. Very annoying. Occasionally I hear a great value added story. But, just like claims of rain in the Sahara Desert, it’s very rare. Try this one:
Make The Perfect Elevator Pitch
Are you ready for the door to open?
Remember the “elevator pitch” isn’t just for business, anymore. So, the next time you have the opportunity to make a first impression – what will you say? Will you be prepared to make the perfect elevator pitch.
If you are not prepared to make that perfect corporate presentation? Be sure to read:
15 Rules For Public Speaking Disaster