Whether you’re looking for a job or trying to land more customers for your business — whatever you’re trying to sell – one skill you definitely need is a great elevator pitch.
You need to prepare for any opportunities that come your way after diligent research and prospecting. Don’t be caught off guard. Create an introduction describing the value you provide, be concise, customize it for your target audience, and really know it – so you can deliver a flawless elevator pitch.
You have to be prepared to quickly answer the basic marketing 101 “so what” question – that all prospects subconsciously ask themselves.
To pique the interest of your prospective employer or customers, it’s important to succinctly summarize the benefits you provide. That’s the purpose of an elevator pitch – whether you’re seated for a formal appointment in an office or actually riding an elevator when you suddenly have an opportunity with a key decision-maker.
Here are 11 tips:
1. Know your talents. Take an hour or two to analyze and write down your strengths.
2. Forge a benefit statement or value proposition for each of you or your company’s strengths – a minimum of five reasons to buy from you. Then develop a succinct overall summary – less than 10 seconds – of the value you provide. Set the table so you get another 60 seconds of dialogue – you’ll want a green light that shows the prospect wants to hear more.
3. Avoid trite, over-used buzz words (The Best and Worst Business Buzzwords, Jargon, and Cliches).
4. If you mention data or statistics, keep it simple. Very simple.
5. Rehearse your pitch but don’t appear robotic or wooded, as we broadcasters used to say. You want to have a natural, smooth presentation. How you introduce yourself is just as important as what you say.
6. Keep your branding fresh and up-to-date for the changing marketplace.
7. Be flexible. Be prepared to switch gears if your prospect divulges valuable information regarding a need you think you can fill. It’s all about problems and solutions.
8. Don’t focus on giving your ideas to the prospect. Focus on your value.
9. Do your best to have a presence in the room before your pitch. In other words, develop a strong image online and in the community. That will enhance your chances in making your pitch.
10. Watch for cues to listen. The most persuasive people talk 10 percent of the time and listen 90 percent. If the prospect says something, treat like it’s an event for you and listen intently.
11. If you get an objection, be sure to respond effectively.
Here are the three steps to overcoming objections:
- Get the person to restate her/his concern. Then repeat the person’s words, for example: “If I understand you correctly, you feel…?”
- Empathize: “I can see how you feel that way”…or “You know, someone said the same thing last week.”
- Overcome the objection with facts.
From the Coach’s Corner, here are related resource links:
- Job Hunting? Tips to Land Your Dream Job with Style, Substance
- Are You Committing The Seven Deadly Sins of Selling?
- The Seven Steps to Higher Sales
“Your premium brand had better be delivering something special, or it’s not going to get the business.”
Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.