There was once a salesperson who wasn’t great at selling. To get better at it, he made himself try to sell to anyone he saw. If you were within ten feet, you instantly became a prospect. One day, while on an elevator, he introduced himself to the person riding with him. He created the opportunity that led to a sale, and that new client referred him to other clients. He made the sale because he was able to deliver a quick and compelling value proposition before the prospect had to leave the elevator.
Thus, the elevator pitch was born!
What Is An Elevator Pitch?
Basically, an elevator pitch is a quick sales pitch you could deliver during the course of an elevator ride. Most great elevator pitches include an introduction, and a compelling reason to interest your prospect enough to want to learn more. Of course, the same strategy could also be transferred to the phone or email, not just on an elevator!
Why Is It Important?
In today’s world of short attention spans and intense marketing, the people you want to sell to tend to be easily distracted unless it’s “something good” – and you have even less time to interest a prospect in you and your product. That’s why a good “elevator pitch” is very important. It’s the key to starting a relationship with your prospect, and gives you a chance to create more selling conversations to help you achieve you sales objectives (and make more money!).
What Makes The Best Elevator Pitches?
There are four key elements to an effective elevator pitch after you introduce yourself.
1. State that you work with companies like your prospect’s employer (be relevant).
2. Talk about problems these companies faced or the opportunities they were pursuing.
3. Share how your product or service helped them. Don’t go into too much detail, you just want to spark interest.
4. Offer to continue the conversation if they would like (see if they bite!) and set a next step to for the two of you to continue the conversation.
Avoid This Key Error!
Most salespeople make their elevator pitch too general. In other words, keep it focused and relevant to the person you are talking to, if possible. In fact, it’s best to prepare several different elevator pitches to address specific situations and prospect personas.
If you follow these tips, you’ll be able to create your own elevator pitch, introduce yourself and your offering well enough to spark interest in conversations well beyond the elevator.
Who knows, maybe that next elevator ride could turn into your next sale!
Are you interested in taking your Managed Print sales performance to the next level? Check out our 2015 MPS Peak Performance System.