As you listen to sales trainers talking about the elevator pitch, most business owners wonder if all the effort required to develop a “killer” elevator pitch is really worth all the time and energy it takes to create it. If you’re wondering the same thing, just consider the case of my clients in Cape Town. They spent months refining their elevator pitch until they heard that one specific response that told them that they had it nailed… “how do you do that?
They are in the network marketing industry. They offer a business opportunity where people can join their down line… at which time they help them set up an in-home agency that sells health and cleaning products for families. The couples that join their organization can make a very nice income every month working from home… and they are also entitled to huge discounts on some products as well.
Unfortunately, they weren’t very good at getting that message out very effectively to their prospects. Their very first elevator pitch sounded like this…
“We help people diversify their income portfolios.”
That’s simply NOT convincing… there’s no emotion in the wording… and it just wasn’t resonating with anyone. In fact, using the phrase “diversify their income portfolios” makes the prospect listening to this actually stop listening and mentally start trying to figure out what was just said. In fact, didn’t you just do the exact same thing?
For some reason, business owners think they MUST use intelligent and complex wording to try to impress prospects… when the exact opposite is true. Prospects just want to know what your product or service will do for them. What’s In It For Me? The easier and quicker you make that process, the better they like it.
They were in the bottom 5% of all agents worldwide… and had almost given up hope. That’s when they stumbled across Sales Partners. Once we diagnosed their problem, our prescription was for them to take on our process for creating and developing an elevator pitch. We wanted to show them a simple process that would help them create their very own “millionaire message.”
In just 60 short days, they called us bursting with enthusiasm. They said “guys… we nailed it!”. We asked them why they felt that way, and they told us that they had a dentist appointment that afternoon, and when they went to the receptionist to check in, the receptionist recognized them and asked what they were doing these days. That’s when they decided to try out their latest version of their elevator pitch.
“We help people make a fortune.”
They said the entire dental office “stared.” Their exact words… “Everything went dead silent. Right after I said it, two dental technicians came out of their treatment rooms and asked me ‘how do you do that?’ I had three patients who were sitting in the waiting room and overheard me, walk up to me immediately, and asked for my business card. It was unbelievable.”
“We help people make a fortune.”
Now THAT’S an elevator pitch. It’s short, captivating, grabs your attention and makes you promptly want to ask them “how do you do that?” They use it at every networking event… when they attend workshops… and whenever they introduce themselves to strangers. Everyone… and I mean everyone… always ask them “how do you do that?”