Prepare an Elevator Presentation, Not an Elevator Pitch
A short while ago, I ran a contest on Facebook for the best Elevator Presentation. In more common terms, it’s often call “the elevator pitch,” but those of you who are already familiar with my training, know that “pitch” is one of the nasty words I teach sales pros to never say.
The idea behind the Elevator Presentation is that you should be able to describe what you do for a living in a clear and concise manner. Usually the drill for this starts with “Let’s say you step into an elevator with one other person and will be traveling 10 or more stories together. Since you’re in sales, you are always on the lookout for new leads. What would you say to this person to build their curiosity and earn the right to contact them after the elevator ride is over?”
We had dozens of entries to the contest. Many were very good. Some made me realize that I need to teach this concept in greater depth. All were interesting to read and analyze.
The first key to a successful elevator presentation is to be able to give the other person a mental picture of the benefits you provide. This means you use great descriptive words. What you don’t do is say, “I’m a real estate agent.” “I sell insurance.” “I do taxes.” Saying those things allows the listener to mentally picture whatever their pre-conceived notion is about those fields of endeavor. You want to engage them, not turn them off.
Many of the contest submissions began with “I help people…” or “I help companies…” which can be a good start. Think about how you would finish that sentence for the industry or product you represent.
Another key element in a good elevator presentation is to end it with a question. It could be as simple as “Isn’t that great?” which is a request for agreement from the other party. Or, it could be an involvement question related to one of your benefits such as, “How would something like that impact your business?”
To give you some real-life examples, I’ll post the three winning presentations here along with my comments.
3rd Place Winner – Claudio Ingleton, Century 21 King Realtor®
“I help homeowners professionally market and sell their homes. I also help first time buyers invest in the ownership of a home. We have an exciting way to ensure people get what they want in the time that they want. Isn’t that great?!”
Note that Claudio does not start the conversation with “I’m in real estate.” Remember the purpose of the 30-second elevator presentation is to explain benefits and build curiosity. Ending his description with a question encourages the listener to respond and engage.
2nd Place Winner – Steve Cohen
“I help companies generate more income by getting them found online and make sure they have the right marketing message so their phone rings and people walk in the door.”
The benefit of generating more income will almost always be of interest to anyone in business. Online marketing is a very hot topic these days with most businesses. Most people in business after hearing this statement will say, “How do you do that?” That opens the door for Steve to either continue the discussion or get permission to contact them after the elevator ride is over. Remember, you aren’t trying to sell your product in 30 seconds. You are selling yourself just enough to capture a new lead.
1st Place Winner – Eddie Allen
“For nearly a decade, as an independent broker, I have specialized in identifying and providing solutions, by utilizing an efficient consultation and an effective educational approach with successful measures. My quality services are designed to help people with their personal, business, and financial goals, in regard to their risk management, retirement planning, and wealth preservation needs, by making available economical, value-added, timely protection options. Is protecting the people you love, along with your future,and the things you value the most, important to you?”
Even though this entry is a little longer than the others, Eddie has built in credibility by mentioning his longevity in the field and that he specializes (great word). The adjectives used help build positive mental pictures in the mind of the listeners. And, Eddie ends with a question that’s difficult to say “no” to. Few people will ever say that protecting the people they love is NOT important. Once they agree with him, Eddie has earned the right to ask for their contact information and the opportunity to serve their needs.
Invest 10 to 20 minutes as soon as possible to write your own elevator presentation. It will help you be prepared the next time you have a brief encounter with someone who might either need your service or know others who do.
Copyright Tom Hopkins International, Inc. For reprint permission, contact Judy Slack (email@example.com).