If you are in sales, like me, you will know that 90% of your success will depend on your opening line. What you say within the first 30 seconds will determine whether your prospect says, “I am busy” or “Tell me more.” If you get this right, you will get more opportunities to engage, build a relationship and eventually sell more.
Quite often when sales people are asked “So what do you do for living?”, They are not really ready to answer it. They explain who they are, rather than what they do: “I work for a protection company,” “I am an account manager”, and this way they automatically close an opportunity for further conversation with a potential prospect. Your job title does not carry any value! The answer here is, they should have mastered their elevator pitch.
An elevator pitch should be a short and sharp summary of how your product or service adds value to customers.
Here is very simple 3 step method to master your elevator pitch:
1. Audience – Firstly you need to make it very clear what type of clients you work with. Your customer will trust you more if they know that you work with clients within their industry.
2. Problem – Times, where buyers were buying products and services, are long gone. Today’s buyer is only interested in solutions to their problems. You need to tell them what solution to their problem you have.
3. Results – If you want to differentiate yourself from the competitors, you need to show your prospects what results you can potentially bring to their business.
So let’s put it all together: I help companies within ….. (Audience – name industry here) who struggle with …… (Problem – describe what problems they are facing) and I recently helped…..(Results – describe which part of their business you helped them with).
Example: I help companies within tech industry who struggle with customer engagement, and I recently helped one of your competitors to increase their customer satisfaction score by 40%.
Practice your elevator pitch, so you sound authentic and like a human, not like a pharmaceutical ad. Use expressions you would use as if you were speaking, not as if you were reading from the script. Stay away from buzz words such as “revolutionary, outside the box, streamline”, as they are not very clear and will only confuse your prospect.
Be specific and use simple language, if you try to use difficult expressions, your prospect will have difficulty in understanding what you actually do and what value you can add to their business. Remember, you only have approximately 30 seconds to make an impact. Make it count!