When you are in business, you are selling yourself as much as you are selling your products and services. One of things that you might want to update as you head into the New Year is how you introduce yourself. Some call it your 30 second commercial; some call it a value proposition or your personal positioning statement, but most say elevator pitch. Meaning — what you would say if you were asked who you are and what you do. It’s important that it be brief and can be delivered in the short time you have in an elevator with someone.
It doesn’t matter what you call it, just what you say… Here are some tips on how to refresh your elevator pitch in 2013.
As a coach, facilitator and sales consultant for many companies over the years… This is where we always start.
But first, before you get started crafting your pitch, keep in mind that people don’t care who you are and what you do until they understand what you can do for them.
We all know this, yet we continue to introduce ourselves with the same old tired, worn out, back dated, ancient value proposition that you were using 5 to 10 years ago when you started your company! Maybe you just followed what your older peer from your former job did. A short stint in multi-level marketing business many years ago taught me that your pitch is 90% of the sale, so make it good no matter who you are talking to.
You may be introduced to someone who is one degree away from your ideal buyer! A solid elevator pitch can motivate that person to make that critical warm introduction.
This is who I am.
This is what I do.
Here is more about my company than you will ever want to know….zzzzzzzzzzzzzz!
Are you still awake?
I want to tell you what I can do for you.
Too late…. (hear the buzzer ring)
In the age of me, me, me you have an opportunity to be different.
In the fast-paced, ever changing, dynamic world in which we live, everyone is busy. And you’d best believe the clients you want are busy (too busy too hear all that rhetoric.) They just want to know what is in it for them.
So lets think about the formula in a little different way.
Start with the RESULTS you create for people… then the people will know what you can do for them and others. When you start with a powerful results statement people will automatically ask you how you do that or why.
I tell people that we help companies grow sales revenue in under 90 days. Typically the next question is; how do you do that?
Now I am invited into a conversation. That’s how to begin to build a relationship.
Who benefits from what you do?
How is it unique or how can it be positioned as unique?
What do we really offer our clients and why do they choose us?
What would make you choose your own company as a client?
If you need some great examples of your work, ask your happy customers for testimonials and explain that you want to revise your elevator speech or introductory statement to be more about the people you serve.
You will be amazed at what you hear!
The results you create.
How or why you are different comes before saying anything about your company.
So go ahead and redesign your 2013 elevator pitch! If you want to, leave it in the comments section of this blog post.
I’ll give you feedback. Really.
About the author: Karin Bellantoni is President of Blueprint-Sales Management Science, where she finds untapped revenue potential in your business-to-business sales process. Working with B2B sales teams at all stages, Karin facilitates growth by applying structure and processes to build scalability. Her methods deliver immediate impact on results in under 90 days.
This article is from the SmallBizLady special blog series: 31 Ways to Boost Your Small Business in 2013. #Boost2013
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