There’s a lot of talk and opinions on what a good ‘elevator pitch’ should be, and some management loves to focus on these elevator pitches as though they will be a magical eye-opening route to new business. Your utopian elevator pitch will enthrall prospects to the point that they won’t be able to help themselves but be so impressed by your elevator pitch that they will instantly feel compelled to buy from you. Yeah right. I love it when management asks sales executives to come up with their own elevator pitches and then present them individually to their team. What a waste of time. How about the Marketing department come up with something good that everyone can use uniformly? If the sales executive doesn’t like it then she can go off and make one up on her own that she thinks might be more effective.

We as salespeople know that these elevator pitches sound good in theory but rarely work in terms of new business development and building a base of customers in the real world. Are they COMPLETELY useless though? Perhaps not.

Let’s analyze where you would realistically use this proverbial ‘elevator pitch’. The least of all places would actually be in an elevator. No, it’s probably most common when meeting someone new perhaps at a social event or you’re meeting your new girlfriend’s father. What we really want is meeting someone at a function or some sort of forum where you have been introduced to someone who might someday see some value in something that you’re selling. Sounds like a long shot I know, but if you must have an elevator pitch you shouldn’t actually be ‘pitching’ anything at all! People really don’t care what what your company story is, what your company does, the name of the company you work for, or what your title is. All they care about is whether what you can provide will provide them with some sort of value. So the ‘pitch’ really should be how you help people.

How do YOU help people? How have others benefited from what you have provided? It really should be that simple. In one sentence you can say hello, my name is _____, and I help people with (state benefits here).

My name is Mark Mayer, I help sales executives and companies take the pain out of creating new business development strategies so they can exceed their sales targets.

That’s it, the more compelling your benefits statements the more interesting a prospect will be who might have a good fit for what you provide.

So make your pitch NOT a pitch at all but rather a benefits statement that addresses the top pain points of what your prospects and existing customers are looking to solve.

If you’re stuck on creating this pitch then you might try asking some of your customers what the biggest single reason(s) is on how the service or product you provide for them solves their pain. Or if you have a benefit statement that describes what benefits you provide then perhaps run this by your existing customers for their feedback.

Either way, don’t dwell on it and just do the best you can for now if you think you need one of these elevator pitches. It may change and morph over time, but if you need one then you’ll have one.


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