IMAGINE THAT YOU ARE AT A COCKTAIL PARTY or in an elevator with someone who attends the same event/conference as you do. If you are in an elevator with them, a possible scenario that he or she would start a small talk just to break an uncomfortable moment of silence, and this might be going like this: “Have you enjoy the event/conference? … What brought you here? … So, what do you do?” – To answer this question you might have less than 30 seconds before the elevator arrives at the ground floor. The elevator ride is your ideal moment because you have your counterpart’s full attention, so don’t miss this great opportunity to make your case!
What would you say about yourself, your business or project that would make people want to know more, ask for your business card or arrange a meeting with you? How would you describe what you do in a clear, concise and convincing message?
THE NAME OF THIS SHORT SALES PITCH IS AN ELEVATOR PITCH or an elevator statement. It is a summary used to quickly and simply define a process, product, service, organization, or event and its value proposition. The name reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride that lasts approximately from thirty seconds to two minutes.
A clear, concise, convincing pitch… the film industry makes billions of dollars using this technique in movie trailers. The trailer for a film must encourage us to see the movie. It should state a problem and give us a real taste of what the film is like. The trailer holds our attention because it is short, emotionally charged and the images change quickly, so we must concentrate all the time or we will miss something important. Imagine having that for your business!
“The future of civilization rests in the fate of the One Ring, which has been lost for centuries. Powerful forces are unrelenting in their search for it. A meek Hobbit Frodo from the Shire who inherits the Ring steps into legend. Join us as Frodo sets out on a journey to destroy the powerful One Ring and save Middle Earth from the Dark Lord Sauron.” The Lord of the Rings
IF YOU ARE GOING TO MAKE YOUR ELEVATOR PITCH LIKE A TRAILER – THINK OF 2-3 SENTENCES, WHICH WILL HOOK YOUR LISTENER!
You might want to keep in mind the three aspects:
- OPEN IT WITH A PROBLEM. The temptation is to say what you do, but don’t start with what you do, start with the problem that your customer has. The reason you are in business is to resolve somebody’s problem. That’s why the first sentence needs to be the problem.
- OFFER YOUR SOLUTION to that problem. How do you make that pain point go away?
- BENEFITS – describe them. What the customer’s life will look like after their problem is resolved.
Let’s consider this elevator pitch:
PRODUCT: Drink Me’ potion is a magical liquid in Wonderland that has an unusual effect to make the drinker shrink in size. A possible elevator pitch would go like this:
PROBLEM: Alice (customer) found out that she couldn’t fit through the little door to get into the beautiful garden because she was too big.
SOLUTION: Alice noticed a glass bottle (product) with a paper label that says/call to action/-> “DRINK ME” tied around it, has magically appeared on the table. Alice drinks every last drop of the bottle’s liquid and finds that it tastes absolutely delicious (it had a flavor of cherry tart, custard, pineapple, roast turkey, toffee, and hot buttered toast, all mixed up).
BENEFIT: Alice then found herself shrinking down to only ten inches high after drinking from the bottle. Then she fit through the little door and got into the beautiful garden! Alice Adventures in Wonderland by Lewis Carroll
Now, all joking aside, here are some real-life examples YOU can relate to:
YOU ARE A LIFE COACH. Someone asks you: So, what do you do? – You could say something along these lines: “You know when sometime PROBLEM -> we fall out of balance and the pressure at work and private life reach a point when can’t cope. I SOLUTION -> teach people unique techniques and methods that help them to alleviate the pressure and being present, feel relaxed and at ease, even when unpleasant surprises come. As a result of my coaching techniques BENEFIT-> my customers perform better and feel good along the way.
YOU RUN A TRANSLATION AGENCY and answer the question: So, what do you do? – Your answer: “I am sure you saw some of those international brands who PROBLEM -> use Google translate to translate the content on their website into another language. Well, the results can be horribly wrong and confusing! So, my translation agency SOLUTION -> offers professional services of native-speaking translators who deliver BENEFIT -> easy-to-read, grammatically correct, and organized content, and guarantee that it picks up any local or cultural influences or references.”
ONCE IN AWHILE, YOU MEET SOMEONE WHO CAN MAKE A BIG DIFFERENCE IN YOUR LIFE BASED ON YOU MAKING THE RIGHT FIRST IMPRESSION.
Well… you could say – I am a life coach or a translator and that’s great – there are many life coaches and translators, and there is nothing unique about this – it is exactly what all of them do… That’s right! BUT just a few of them are explaining what they do in the right way. So, when you say what you do in a clear and compelling way – you get more business, and it is just because you used the opportunity to present your value and many of them didn’t.