An elevator pitch, sometimes called a “15 or 30 second pitch or commercial,” enables listeners to become aware, relatively quickly, of specific, unique, and impressive attributes of your business that can contribute to their life or business. An elevator pitch is essentially a brief monologue describing the benefits of buying a particular product or service and why you are the perfect person to sell this product or service.
The term “elevator pitch” comes from the idea that, if you were introducing yourself to someone in an elevator, you would only have a few seconds to do so before the elevator stopped and either you, or the other person got off. Your monologue must, therefore, be brief, concise, right to the point, and at the same time, influential.
- Identify a Problem
The first step is to identify a problem that is worth solving. If your product or service doesn’t solve a problem that potential customers have, you don’t have a viable business. It’s that simple.
Note that you don’t have to be solving a massive problem where the solution will change the world. That’s great if you are tackling such a problem, but for most businesses, that’s not the reality. Problems can be simple, and that’s okay, as long as you as an entrepreneur, is solving a problem that customers have.
Another simple way to identify the solutions that your product or services can provide to your customer is to establish the opposite of your defined benefits. For instance, I offer customized emotional freedom solutions. The related problem is emotional turmoil. So, in my elevator speech, I may use this problem in a statement: “Are you, or is anyone you know, experiencing emotional turmoil due to past or ongoing experiences? Does this emotional state affect your focus and productivity levels?”
It is also vital to distill your customer’s problem down to its simplest form. Ideally, you should be able to describe the problem you are solving in one or two sentences or potentially a few bullet points. In the long run, your company may solve multiple customer problems, but initially, you will be more successful if you just focus on one core problem.
- Write down at least 3 problems that your products or services can solve for your customers.
- Identify one core problem that you believe can be solved by your products or services.
In my new book, Communicating Your Way to Success, Master the Art of Persuasion, Positively Influence Others, Increase Sales, and Stand Out From the Crowd—being released end of the 3rd week of September, 2015, I go into detail about the art of persuasion, mind triggers, and Influential techniques for business owners. Look out for the book’s release.
Next week, I will share the 2nd component of an elevator speech.
Love and light
Dr. Jacinta Mpalyenkana, Ph.D., MBA
Author, Speaker, Success Coach
Joel Osteen once stated, “You can change your world by changing your words. Remember, life and death, are in the power of words.”
Print and electronic communication emphasizes the former statement due to the fact that, in the communication process, words are written and presented for future reference. This presents a lot of evidence that could destroy or liberate not only business owners but also the world in general. Documents written centuries ago have been a point of reference for major disputes and wars in the world today. On the other hand, printed material in form of books has been used to educate, inspire and change mindsets of the world. This very fact presents a threat, rather than something to celebrate, on the possible dangers that print and/or electronic communications can create. Considering that spoken and unrecorded words or conversations can be easily forgotten, printed material, if not discarded, can exist as long as time itself.
It’s hence vital for business owners to pay close attention to their non-personal communication structures in order to avoid possible dangers and, most importantly, transfer their messages and achieve their objectives.
Carol Burnett, an American actress, comedian, and singer, once stated that: “Words once printed, have a life of their own.” Today the number of businesses that lose millions of dollars due to bad communication structures is limitless.
Do you have a structured sales pitch that you can tweak to match your target audiences? I’m talking about that message that introduces you to your audience and elicits interest in them for you, and your business in just a few words. Regardless of your answer to the preceding question, I encourage you to take advantage of my 30 minutes’ complimentary session where I will help you design a captivating sales pitch or evaluate the one you have–if you do.
Love and Light
Dr. Jacinta Mpalyenkana, Ph.D. MBA
Author, Speaker, Counselor, Success Coach