Sales Communication: What an Elevator Pitch Should Do
Elevator pitches should succinctly convey what you do with the intention of engaging the listener in conversation about how you might help them. People make them to those with whom they want to open dialog with the intention to sell, consult, raise funds, or otherwise solicit interest in a project.
Elevator pitches need to be customized to match the listener and their interest. One of my examples at Booher for our proposal writing workshops (talking to a Vice President of Sales):
He asks, “What do you do?”
ME: “We work with salespeople who have difficulty writing sales proposals. You know the kind who write those long proposals that are ‘All about us’ and forget to focus on what the client wants to know? Well, we help them tell their story in a compelling way. Clients like X, Y, and Z often they find their people get far too technical for decision makers, take much too long to write proposals, and just dump information rather than being really persuasive.”
VP: (Typically) “Hmmm. Our people have some of those same problems. Can you give me your card? Or why don’t you call me next week?”
An elevator speech should overview what you do, should tease the listener with clear benefits, should establish credentials, and should engage the listener in dialogue.
Mission accomplished.
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