Sales is just a part of life. It’s how we move products, get jobs, or land a date. We often find ourselves in situations where we need to make a mini pitch, in about the time it takes to go up a few floors on an elevator. Hence the name Elevator Pitch.
So if you’re elevator pitch isn’t landing you the chance to make a full pitch, here are 6 things that might be wrong:
1- You Are Over Selling it
Keep it really simple and focus on just one main benefit that you feel would resonate the most with the person with whom your speaking.
This isn’t the time to cover every benefit you have to offer, or the time to pull out an order form. The elevator pitch is designed as a lead magnet to generate momentum towards being granted the opportunity to make a full value proposition.
Pick one main value and keep super clear and painfully concise…
Then you follow it with a simple ask.
That’s it.
2- All You’ve Done Is Shorten Your Full Pitch
Think of your elevator pitch like a headline…
It has to draw people in to learn more, not give every detail.
I read the news almost everyday. I scan my favourite news sites, and most of the time, I don’t even need to click on the link. The headline itself has told me all I think I need to know. And then I move and and don’t engage any further.
A great headline, just like a great elevator pitch, isn’t a summary. It’s job isn’t to tell the whole story…
It’s job is to get people to read the article, to leave the audience wanting to know more…
The job of an elevator pitch is to generates leads, not immediate sales.
3- You Do Not Appear Credible
Have you ever seen one of those stickers on a car that says “Ask me how to make $30K a month!” but it’s on a rusted bag of bolts hardly fit to be on the road? That pitch has a credibility issue.
Your elevator pitch might be lacking some credibility for a couple reasons:
- Appearance
- Confidence
- or Maybe a Lack of Tact…
Side by side urinals at the Lacker’s game, for example, is not the best place to pitch Jack Nicholson your new movie idea.
People will size you up in a matter of seconds, so it’m important to find our if any part of how you are perceived is killing your credibility.
What is your appearance saying? What is your body language saying? What is your vocal intonation saying? They all roll up into the flash judgment of whether or not you are worth listening to.
4- You Become Akward
You noticeably tense up and become a glitchy awkward robotic version of yourself.
I’ve seen it SO MANY TIMES!
It makes everyone around you uncomfortable, and we all start scanning for the nearest exit.
You should be able to transition into your elevator pitch with the same level of comfort and confidence as you would discuss your favourite topic with your best friend. If you are relaxed and comfortable, then your audience will be relaxed and comfortable as well.
If your defences are up, I can guarantee that your prospect’s defences will also be up.
5- You Thought Your Elevator Pitch Was Supposed to Be About You
The elevator pitch isn’t about you. It’s about them. it’s about how you can fix one of their problems.
In fact, every pitch should be about them. Stop talking about your ‘revolutionary solution’ and start talking about their real issues, and how you can help.
6- It Doesn’t Make Sense
You try to fit so much in, that no one really understands what in the world you are talking about. Keep it stupid simple and save the details for the real pitch.
A Simple Script
Here is a simple script template you can use. It’s time tested and proven over and over again. You may think it’s stupid simple, that’s because it is…
- WHO: Who you are
- WHAT: What you do, or what your offer is
- WHY: Why that matters (specifically for the person you are speaking to)
- HOW: How they can get that benefit (The action you want them to take)
If you can follow that simple template, you elevator pitch will be clear, concise and have a simple call to action. Practice it a few times and then give it a try!
