The Ultimate Elevator Pitch...

Some years ago I was introduced to the concept of the Elevator Pitch...

Unfortunately the introduction was was by an amorphous blob who had never actually sold anything or been involved with business or commerce...

Unsurprisingly - I had no idea what to do when asked the ultimate question..

So, what do you do...?

To the uninitiated, the principle of the Elevator Pitch -or of course Lift Pitch if you are in the UK - is this...

You are on the 10th floor - could be 9th or 12th, apparently the specific floor you start from is not critical - in the elevator, with one other person..

This person is an ideal prospect for your business, and as the door closes on the elevator she looks at you and says...

So, what do you do..?

And you have the time it takes for the lift to get to the ground floor to impress her such that she agrees to meet you and listen to what you have to say...

Remember, if you are in the USA it's the First floor on the Ground, in the UK the first floor is on the second floor; and the Ground floor is Zero which is your target - hope that makes sense..

Also, the principle assumes that the elevator doesn't stop on the way down...

Anyway...

Most people, in my experience - especially those trained by amorphous blobs - structure their elevator pitch something like this...

Prospect...

So, what do you do...?

Response...

I  am a talented and gifted web designer / accountant / recruiter, working with a passionate team of committed professionals with over 3 million years of experience in the blah, blah, blah services sector.... 
We provide excellent quality, value and reliability whilst retaining our personal touch in order to maintain differentiated, value driven blue sky, symbiotic envelope expansionist principles in the pursuit of  blah, blah, blah.....

At this point the prospect has pushed the emergency panic button, died from abject boredom or stabbed the person with their Mont Blanc Pen...

This is not an elevator pitch - this is an Escape Pitch that convicted prisoners come out with when they go to the parole board and attempt to gain their freedom - not that I'd know of course...

Grovelling is not attractive...

I can almost guarantee that the ideal prospect is not thinking..

This sounds really interesting, would be good to find out more...

She is more likely thinking...

This guy is a moron - next time I'll take the stairs; at least that way I can avoid him, get some cardio and hit my step target for the day..

So - what is the Ultimate Elevator Pitch...?

I could say - email me and I will tell you, but then you'll be wanting tio stab me with your Mont Blanc Pen instead...

Here's how it works...

First...

You need to know what the most common frustration of your ideal prospect actually is in relation to the product or service your provide - in other words what problem do you solve...

You also need to realise that no-one wants to hire a Coach / Recruiter / Lawyer etc. - the only thing they are interested in is the positive consequence they will experience as a direct result of working with you...

For example - no one in their right mind would want a Business Coach - what they want is a better Team, more Sales or more Time with their family..

If I could achieve this by hitting clients around the face with a piece of fish while they hold a carrot in their teeth - then I would. I would call it the Carrot and Fish Technique and become certified as a Master Practitioner in it...

I happen to use Business Coaching - but remember that in itself is NOT what anyone is interested in...

You can't sell WHAT you do - you can only sell the CONSEQUENCES orRESULTS of what you do.

Editors Note - it's why we called our Company - Results Rules OK, not the Dave and Lynn Coaching Company...

Second...

You need to frame your response into FOUR key stages...

Stage 1.

Ask your prospect a Rhetorical Question - one to which you assume they know the answer...

So for example, as a Business Coach - I would say something like this...

Well, you know how most business owners work really long hours and never seem to make as much money as they deserve...?

Key aspects - "well you know how" assumes the person actually does know and they will acknowledge this as a point of rapport - and whatever you say afterwards, they will nod in agreement..

Try this in the pub - just say to someone "well, you know how most elephants are blue...?"

They will agree even though they know you are wrong...

Stage 2.

Once you have framed your rhetorical question - you wait...

You wait for them to say yes, or simply nod - but you must get them to agree with your first question...

If they don't respond - you didn't do it right..

If this happens don't ask them..

Well do you know or not - I'm waiting...

This will not help and probably get you arrested...

Only when they have nodded or agreed can you move to the next stage...

Stage 3.

Drop them a teaser - do not under any circumstances tell them what you do yet...

Here's what you say - again using me as a case study, I'd say..

Well, I fix that...

Then you use the tried and tested technique of influence and persuasion; otherwise known as Shutting UP...

You wait - you say nothing else until...

Your prospect asks you the Golden Question...

How do you do that...?

Stage 4.

Only now can you continue the conversation - you have been given permission to pitch...

At this stage - you still don't need to tell them what you do - I would simply say..

I have a range of programmes and strategies that I adapt to the individual needs of each of my clients.. 
Would it be OK if we arranged to meet so I can explain in more detail...?

Book the Appointment - the elevator doors open and you walk out with a Sales Meeting to follow through...

She doesn't know what you do - but she is intrigued enough about the positive potential benefits you can offer that she will listen to you...

Would you like David to Train your Sales Team...?

Would you like to find out more about making more Sales, building a better Team or achieving a better Work-Life Balance..?

Of course you would...!

Drop him an email to;

davidholland@resultsrulesok.com