Some call it an elevator pitch, others call it a commercial. I usually refer to it as an elevator pitch when I’m selling and a commercial when I’m networking. Regardless of what you call it, the idea is still the same: convince the person you’re selling to that you are worth doing business with. Mastering this selling tool will help differentiate you from all the other salespeople going after your prospect.
Once you have mastered your pitch, you will be seen as someone who is more focused on your audience than on yourself. To do this, you need to know how your product or service will help your clients achieve their goals, as well as convince them that you’re the only one that can do it. You have to spark interest and solve problems!
Creating Your Elevator Pitch
Start by listing four to five pain points (perceived or real problems) that are common among your customers and prospects.
For example, my prospects are usually:
- Embarrassed of their outdated website.
- Disappointed by the lack of traffic their website receives.
- Frustrated because their web developer never returns their calls.
- Upset because they are receiving the wrong kinds of leads due to poor marketing.
Begin your commercial by stating your name and company:
I’m _______________ with __________________________.
Identify your typical clients:
We work with ___________. People are attracted to us when they are (insert the pain points you discovered in step 1):
- Embarrassed of…_________________________________.
- Disappointed by…_________________________________.
- Frustrated because… _____________________________.
- Concerned about… _______________________________.
- Under pressure because…_________________________________.
End your pitch with a question that requires a response from your prospects, such as:
- Which of these, if any, relate to you?
- I don’t suppose any of these issues come up in your business?
Example: I’m Melissa Martin with Blue Key Interactive. I work with business owners and other senior executives who are concerned about the lack of leads they receive from their website; embarrassed of their outdated website and are under a lot of pressure because they don’t have enough leads to turn over to their sales team. I don’t suppose any of these issues come up in your business?
This is an example of what I use during my cold calls. Providing third party scenarios and asking open-ended questions keeps your prospect comfortable. I’ve also found that this method gives the prospect a chance to think and inspires conversation.
30 Second Commercial
Again, I use the term “commercial” when I’m networking. In networking situations, my commercial changes from a sales pitch to an informative speech that caters to the types of clients I’m looking for.
Depending on the networking event, you may be under time constraints when asked to present your commercial. For example, in my BNI group, we have over 40 members, so we give ourselves 30 seconds to deliver our commercial. 30 seconds goes by rather quickly, so you must be concise and to the point.
Instead of saying you can help any and everybody, tell your audience you’re looking for a specific company, industry, or even a specific person. After all, you never know who knows who.
Example: I’m Melissa Martin with Blue Key Interactive where we enhance your online presence in order to engage your customers and attract new leads. This week I’d like an introduction to private and angel investors in the Atlanta area who specialize in building tech companies. We can add value to their investments by making sure they capture more leads online. Whether it be through local citations and directories or advertising on Google. So, if you know any investors looking to further aid their investments, introduce us! Again, I’m Melissa Martin with Blue Key Interactive.
60 Second Commercial
The only thing that changes in my 60 second commercial is the amount of pain point I include with my extra time. If you don’t want to use more pain points, you can list more services or mention what makes your company different from your competitors. If you have time to prepare, you may also want to consider reading a testimonial or telling a story about a recent client or prospect.
Example 1: I’m Melissa Martin with Blue Key Interactive. We build beautiful and functional websites that serve as a solid platform for your internet marketing ventures. I received an email from my client Sally at ABC Company. She wrote, “Just wanted to let you know I got a new account today thanks to appearing first on Google Search! Thanks for your efforts, it seems to be working!” I’d like an introduction to that business owner you’ve heard say, “I hired an online marketing agency, but I don’t know what they’re doing for me and I feel like I’m throwing money away with no return.” So, if you know anyone who’s frustrated with their current agency, introduce us so that Blue Key Interactive can take their business to the next level. Again, I’m Melissa Martin with Blue Key Interactive where we build your website, we market your website, and you profit.
Example 2: I’m Melissa Martin with Blue Key Interactive and I work with successful businesses who are optimistic about expanding their client base and using Google and social media to attract new leads. Good referrals for me are assisted living facilities. We can help them optimize their services online so when a concerned relative searches for “nursing home in Atlanta” or “assisted living community in Johns Creek” that company will pop up. Again, I’m Melissa Martin with Blue Key Interactive where we enhance your online presence in order to engage your customers and attract new leads.
When prospecting (and this includes networking), the challenge is to get your audience’s attention and get your message across without sounding like every other salesperson. The other challenge is to do it in less than one minute. As long as you include an introduction, capsule summary (the “does this relate to me?” factor), and benefit statement, you’ll do great!
Remember, people buy emotionally and make decisions intellectually.