Anyone in the Business to Business (B2B) selling environment understands that the secret to success lies in the ability to create an excellent sales experience, one that starts at the first contact. The typical first interaction includes an elevator pitch. However, many don’t know what this pitch must consist of to convince the customer and secure an appointment or perhaps a sale.
What is an elevator pitch?
Investopedia defines the elevator pitch in slang words as a concise speech that concisely describes the product or service, idea, or project and initiates an opportunity for further communication. It is derived from the belief that the elevator ride is small, between 20 and 60 seconds in the same sense. When you’re in those elevators for a short time, you may find yourself in the vicinity of a decisive key decision-maker, so you need to use those minutes to your advantage.
Typically thought of as an oral presentation, elevator pitches can be written more efficiently than an extended business plan. The aim is to convey an impactful message which keeps readers intrigued and wanting to carry on the conversation.
The goal of your elevator pitch must be between 150 and 250 words.
Here’s what your elevator pitch should Include
1. Find out the client’s issue and inform them that you’ll address the issue.
This is the opening of your presentation, and you will provide your client with concerns about how your item or service can assist them. If they’re facing a challenge, you should first explain what you can do to solve the issue.
Your solution must be customized to satisfy the client’s needs and will be intriguing enough to the client’s attention to keep them reading beyond your initial few sentences.
2. Who are you? What do you do?
The client’s attention has been piqued by letting them know you’ve identified their issues and offered an answer. But, have you presented yourself to the client? The solution you offer is fantastic, but the client has to know the person you’re. Naming an organization by providing it with a name can help establish credibility and differentiate you from other businesses.
Remember that the business relationship is all about creating connections. So don’t be shy about mentioning prior clients or customers that will back up your claims.
3. Have you and your business developed a Unique Selling Proposition (USP)?
A consistent message for a company is essential to ensure the integrity of the product. Have you created a mandate that defines the product or service you offer so that sales representatives can communicate the identical message?
For more details on creating the USP that differentiates you from your competitors and provides an idea of what your business does, theBalance.com provides a great guide.
It’s OK to integrate your USP message into the elevator pitch.
4. You’ve explained who you are and what your intention is; now contact your client to act
The elevator pitch cannot be complete without a call to action, which requires the customer to continue the conversation to accelerate the sales process. So, what’s that call to action you’re looking for?
If the need to act is in response to an email, signing up to a portal for clients, or just carrying on a conversation by having an in-person appointment, it is essential to state what you would prefer to happen. This will be easier to follow up with your client as you will have a valid reason to carry on the conversation.
5. Make sure to tie it all up
There is nothing more complicated than a pitch that abruptly stops following the call to action and isn’t able to connect the dots. Given the shortness of your elevator pitch, the customer has lost track of the goal. It is nevertheless essential to reiterate what you will provide to leave with the feeling of having achieved their goal.
This will cement you to your client as someone who “ties the unfinished business” and does not leave anything unfinished.
Essential elements to consider when making an effective elevator pitch.
There are a few points to consider when composing a perfect elevator pitch:
- You have no second chance to create a positive impression. Your elevator pitch won’t be revised after your client rejects the rise.
- A grammar error can affect your credibility. Therefore, ensure the elevator speech is devoid of grammar mistakes, such as punctuation and spelling.
- Make sure to use professional words always. It is inappropriate to use slang words or informal language when writing for business. Are you confused about how to write a professional tone? The Business2Community forum gives excellent advice for writing professional emails and proposals for business.
- Know your products, services, and company as if you knew them by hand. Your knowledge of the products and services and your business must be so deeply rooted within you that it’s second nature. Customers can know if you’re not familiar with the product you offer and will not be reluctant to challenge you about it.
- Anticipate questions. A good defense is a solid offense. A potential customer will be interested and have questions. Don’t view questions as obstacles; instead, think about them as an opportunity to overcome them and get an agreement. The more well-prepared you’re, the greater confidence you can instill in your customer and their perception of your professionalism.
- Express your enthusiasm about your service or product without fear because it is human instinct to make purchases through emotions. If customers think you’re not enthusiastic about the product you offer, they’ll be less likely to take an elevator pitch.
- Follow-up and follow-through. There is nothing more disappointing to the client than to have the salesperson over-promise but not deliver. Therefore, it is essential to follow up with any promises or calls to action made during your pitch. This could be the most crucial element in whether you can secure a deal.
When done correctly, creating an elevator pitch can allow for business connections and, eventually, future sales. Make sure you are perfecting the elevator speech. It’ll be worthwhile!