“To reach your audience you have to help them “get it,” by portraying your business concept in simple, concise terms that make them understand and want to know more.” – Lonnie Sciambi
In the sales world, the manner in which you introduce yourself sets the stage for the conversation that follows. This could be at a trade show, during an interview or during a chance meeting. Many salespeople make these introductions through the use of an effective elevator sales pitch.
So, what is an elevator pitch and why should you care?
A personal elevator pitch is a quick summary of yourself. As you might expect, it gets its name from the time it takes to ride an elevator from the bottom to the top of a building. (30 seconds or 75 words). Elevator pitches can sometimes be used to highlight a specific idea or a product. Most often, they are used to sell yourself as a professional.
For a sales professional, an elevator pitch can serve as an icebreaker to start a conversation. In many different situations, you will be asked to provide a summary of who you are, complete with background information. The elevator pitch is also a great way to respond to the request, “Tell me about yourself”.
An added benefit of the elevator pitch for anyone in sales is that you are always ready to introduce yourself. At a child’s baseball game, a networking event or a party, the pitch will help you communicate who you are succinctly.
The elevator pitch also allows you to take the initiative in a conversation. Instead of waiting for the other person to direct the conversation you can take control. You will be demonstrating that you know what you want and how to ask for it.
I like to focus on the five “C”s of an effective elevator pitch:
- Conversational – Don’t push your message too hard. This conversation is brief and meant as a first step.
- Casual – The best pitches sound natural. Instead of sounding rehearsed it should come across just as if you were talking to a colleague about the weather. No drama.
- Confidence – Deliver your message like you really mean it. Sincerity is paramount.
- Context – A shorter pitch is usually better. The idea is for what you say to be memorable. The fewer words spoken the more likely that is to happen.
- Content – Show how you can offer value. This separates the professional sales person from the professional visitor.
It’s important to address the following questions with your elevator pitch:
- Who are you?
- What do you do?
- What do you want?
Always start with an introduction. While smiling and extending your hand for a handshake, provide your full name and say some variation of, “I’m pleased to meet you.”
The next step is to provide a summary of what you do. Supply information about your work experience and any particular strengths you may have. Don’t get carried away with this step. Keep it concise and to the point.
Let’s look at an example:
“Hi, I’m Candace. It’s very nice to meet you. I’m a Sales trainer with a focus on management of change and strategic business development. I’ve been doing this work for over ten years in multiple markets. I would relish the opportunity to put my expertise to work for your company. Could we set up a call for next week to discuss a possible collaboration?”
Can you see how the example above clearly answers the questions:
- Who are you?
- What do you do?
- What do you want?
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I once used an elevator pitch in an airport when I noticed someone I had been hoping to meet. I was passing through Changi International in Singapore when our paths crossed. In this instance, an airport was a good venue as we were really kindred spirits just trying to navigate a harried situation. I walked up to him, introduced myself and delivered my pitch. The interaction was over in just a couple of minutes.
I firmly believe that because we were thrown together in this mutual discomfort of transiting through one of the world’s busiest airports when I asked for the meeting, it was easy for him to say ‘yes’. And when we did meet the encounter in the airport was a good conversation starter.
The elevator sales pitch is really a good illustration of preparation. As a sales professional, I never want to “wing it”. I always want to have a plan before I meet to discuss business with a client.
Having an effective elevator pitch means you are ready when the opportunity arises and you can be confident in your message.
Put another way by Jeff Dunham, the elevator sales pitch is something every sales professional should have in their arsenal.
“It’s not about being at the right place at the right time but rather about being prepared when the time arrives”.
