Does the very term elevator pitch create a picture of a sales scenario where you are limited to a few seconds to hook a new customer? In reality, an elevator pitch isn’t about selling. It’s about communicating the value you offer. If you’re an author promoting a book, the pitch is about the benefits the book was written to deliver. When you understand this, it can help authors avoid all six of the typical elevator pitch missteps prone to derailing the success of encounters.
To have a truly effective pitch, you need to think of pitch as a quality of sound not a sales delivery. Imagine yourself sharing a song that brings you into harmony with the person you just met or the person interviewing you. When you do this, you will understand why you want to remember the following things.
1. It’s not about selling yourself.
One of the worst things about most elevator pitches is the fact that they sound like a sales pitch. This sends a distinct message—I’m only interested in you if you are ready to hire me or buy from me. While that message will secure some interest, it won’t lead to as many valuable connections.
Instead, focus on the problems you solve for others through what you do.
For example, a continuous improvement specialist might say something like, “I work with businesses that are concerned that the processes they have been using in the past aren’t keeping them competitive in this sluggish market. Many of the companies I’ve worked with have discovered that they are paying too much for the things they use to run their business after I run an analysis. What makes my approach unique it the fact I use a payment model that ensures the business experiences significant value. I’m committed to saving money, or I don’t get paid.”
That same continuous improvement specialist might bring up his book in this way. “I work with businesses what are concerned that the processes they have been using aren’t competitive in today’s market. I wrote Preventing Insolvency * to train business owners in how to analyze their business for weaknesses in their business processes that may leave them vulnerable to bankruptcy in the next economic downturn. These skills also help businesses save money and realize more profits in any economy.”
Neither pitch uses the term “continuous improvement.” It tells what one aspect of continuous improvement does for the customer. That should be your goal. Pitch the benefits not the sale.
2. Labels Hurt You.
The minute you say, “I am a… ” you make it easy for others to label you. You don’t want the person you are speaking with to fit you into their “I’ll never need that” or “I’m not interested in that” box. The instant you’re placed there, you’re forgotten.
In the previous example, “continuous improvement” could have created the picture of a large factory setting, or possibly a puzzled expression. Using a description of what you do instead of a “label” ensures that you are communicating information with meaning.
3. Focused Attention Matters.
Do keep your attention focused on the person you’re speaking with! Genuine engagement must begin with a willingness to take genuine interest in others.
Once you’ve opened the dialog, looking off in the distance or looking around sends a negative message. “I’m really not that interested in you.” “Something else is more important right now.” Surely you can give anyone your full attention for the length of time it takes to exchange pitches—even if you have ADD. If you can’t, you will destroy the communication you were trying to start.
4. This Isn’t the Time for Details.
You may be excited about what you do; however, resist launching into a major discussion unless you receive extremely positive feedback that this is desired. Remember that every person’s time is valuable. Keep your pitch simple. It’s better to avoid squeezing in too much information. Be prepared for potential questions and offer details as they are asked for.
5. Memorizing What You Are Going to Say Sounds Robotic.
You should have a clear idea of what you want to say, yet if you memorize your pitch word for word, you’ll miss the opportunity to customize your message. You want to be natural and genuine.
A memorized spiel rarely feels that way. We’ve all received those scripted telespam calls. Every one sounds the same, even if the voice is different.
So while I’ve shared some ideas already for how you could plan your elevator pitch, it’s important to contextualize. For example, our continuous improvement specialist has just met a plumber who came to a business conference to learn how to grow his business. The pitch needs to adjust to the need this plumber is feeling. “I work with business owners who have found that the processes they were using caused problems as they grew their business. After I ran an analysis, we were able to identify the changes they needed to make to save their businesses and continue growing.” This approach could open a whole new dialog. The plumber is now aware of a need that could protect the business in the future.
6. Your Focus Is Not Sales.
It’s especially easy for someone who is outgoing to turn an elevator pitch into a full marketing campaign. Occasionally the timing might be right, but usually it’s better to avoid pitching for potential sales. Focus instead on making meaningful connections.
Go ahead and share contact information. Follow up with a meaningful email. Use your email to expand the reach of your elevator encounter.
