The elevator pitch is one thing that every sales person should have. If you cannot clearly and concisely explain what you have to offer, then you will be severely hampering your sales efforts.
What not to do with Your Elevator Pitch
Before we discuss some of the things to think about when building your elevator pitch, let’s first look at some things that you may want to avoid.
Too Product Focused
One common mistake for sales people and business owners is to have a sales pitch that is very product focused. This is where it the pitch basically just says what the sales person sells – “We sell [product or service].”
The problem with this is that the person hearing the pitch may be thinking “Who cares” or “So what”. Keep in mind, just about everybody that you talk with will be most concerned with “What is in it for me”. And talking only about your products does not answer this.
And if talking about your products is not bad enough, it can be easy for us to go into too much detail during the elevator pitch. This is going into the speeds and feeds when talking about how the product works or what it does.
A quick sales pitch is not the time to go into this much detail as there is not enough time. You also might have not earned the right to go into that much detail with the prospect. Or you really do not have their full attention or enough of their attention to go that deep.
Similar to going into too much detail is the issue of going too long with the elevator pitch. This would be where you go on and on and take too much time trying to explain what you do and what you offer.
The problem with this is that you may start to lose the prospect by dragging the pitch on too long. Or you just may create a conversation that is more focused on you and less on the prospect.
Building a Good Elevator Pitch
Now that we discussed what not to do with the elevator pitch, here are a few key things that you do want to do.
Focus on the Value that You Offer
Instead of talking about your products, you can shift to talking about what your products help the prospect to do or helps them to achieve. This is the value that you have to offer. This change alone will help to build a much more compelling elevator pitch.
Focus on the Pain that You Resolve
You can mention in your sales pitch the pain that you help to resolve. This is a very quick way to explain to someone what you do. And this is also one of the best ways to get a prospect’s attention.
Use some brevity with your sales pitch. It could really be as short as one sentence. And should be no more than a couple of sentences.