Your Elevator Pitch
The 30- or 60-second “elevator pitch” can be one of the most powerful tools for a business to attract new customers. In my observation only a fraction of elevator pitches are effective at doing the job well, and even fewer companies have one they can teach all employees at every level to spread the word about their products or services.
We call it an elevator pitch because it’s what you would say to someone in an elevator when you have only 30 to 60 seconds to describe what you do and then generate enough interest to get the person to give you their contact information.
It is a marketing tool that should be used every time anyone asks you what you do for work. These opportunities happen almost every day for everyone.
When writing the script you should follow the marketing equation: interrupt + engage + educate + offer or (I+E+E+0).
After you have completed your discovery work and written your “master marketing letter” that includes all of the detail about what you do that is unique and sets you apart from your competition, you will use those elements to write your elevator pitch.
Here is a reminder of the specific discovery questions you will use: “customer qualification,” “customer values,” “need to know,” “case building” and “evidence.”
The following paragraph is an outline to use when writing your script:
Hi, my name is (employee name) — I work for (your company name).
We provide (state the nature of your product or service) for (state your target customer) who (answer the “qualification” question) and are looking for (list the answer to the “customer values” question).”
Most people who buy (list your product or service) aren’t even aware that (list your most important answers from the “need to know” question).
We always offer (list information from your “case building” question) to help our customers make the best decision possible.
I can send you a FREE (list your offer), which contains (list the information from your “evidence” question). All I need is your business card or your name, email and phone number, and I’ll send you (the free offer).”
Remember to rehearse it out loud as you time it, and make it as short as possible without diluting the power of the marketing equation. The object is not to sell now, but to get the other party’s contact information.