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The Dos and Donts of an Elevator Pitch
The dreaded question: "What exactly does your company do?" It's a simple question, but do you find that every time you answer it you give a different answer? One of the first steps in positioning and branding a new company is to craft an elevator pitch. Simply put, an elevator pitch is a clear, compelling description of your business that is short enough to be understood (by your mother no less) in the time it takes to ride an elevator. That's about 60 seconds or 150 to 225 words. This is not an easy as it sounds. To do it well requires a great amount of thought, strategizing, and finesse. Here are some quick Dos and Don'ts: - Do start with a hook: what is most compelling about your story? - Do show how you solve a problem. Too many companies offer a solution, but never identify the problem they are solving? - Do briefly describe what you sell but don't kill them with details at this point. - Do tell them who you are: who is behind the company and why you will succeed. (Got a great advisory board? Mention it.) - Do briefly describe the target market: who it is; what industry; how big. - Do mention how you will get revenue. - Do note your competitive advantage be it intellectual property, distribution, partners, or whatever. - Do speak in plain English. Don't use acronyms, technospeak, hype, or marketing babble. - Do show enthusiasm and passion (if you don't believe it, who will?) but don't go over the top. (That's why used-car salesmen are forced to sell used cars.) - Do practice, practice, practice. It should roll off your tongue naturally and consistently. No ums or uhs. - Do make sure everyone in the company has the same story. Don't forget the receptionist. You don't want to be in a position where members of your own team have contradictory descriptions of your company. - Do adjust for your audience. Customers are more interested in what problem you are solving for them than how you plan to make money. Save those details for potential investors. - Do close with a call to action. Get a business card, schedule a follow-up call, set up a presentation, something. - Do write it down. This will have a million uses--from the boilerplate in your press releases to online directory listings--to get your company description in the world consistently. Do shorter versions as well. Jennifer Guinan, president of Sage Strategic Marketing, offers 19 years of experience in marketing, communications, Internet and search engine marketing, and PR for companies and organizations large and small. Guinan's background includes national and international marketing and communications executive management and strategy, PR and media relations, and consulting. Her experience spans multiple industries from financial, healthcare, and life sciences to technology segments including software, networking, telecommunications, embedded systems, and wireless. She has developed M&A communications strategies, executed crisis management campaigns, successfully launched a number of startup companies, and strategized and implemented company repositioning, product launches, and issues campaigns. Contact us: http://www.sagestrat.com or jennifer@sagestrat.com
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Coaching Survival On The Road! A Resource For The On The Road Sales Professional It makes no difference if you are a Saleswomen, a Salesman, a rookie or a seasoned pro, we all face challenges while on the road. You may set up your own flights, cars and lodging, you may have a travel department that does it all for you, or if you are like the vast majority of "rocket roadsters" you drive your own car. Ideal Clients - Who are They and Where Do You Find Them? Ideal clients are the ones who are perfect for you. They are the clients who understand your offering, are happy with your services, are willing to refer you to their friends, return for repeat appointments themselves (where appropriate), who pay their bills on time, who show up on time for their appointments, who give you 24 hours notice when they need to cancel their appointment. In Sales You Get What You Expect If your mind is set, you will be unable to change your mindset. For example Christopher Columbus... Failed Salespeople Share Similar Traits We are each responsible for our own success - or failure. Winning at a career in sales is no exception. To ensure a win, you must take a proactive approach. Prevention of failure is an important part of that process. If you find yourself saying "I'm not cut out for sales," "I'm not pushy enough," "I hate cold calling," "I can't take the rejection," or "My manager is a jerk"-you are heading down the wrong path. 7 Ways to Cut Loose from Old Sales Thinking Sooner or later, we all backslide into old ways of thinking about selling that lead us down the wrong path with potential clients. Top 7 Psychological Triggers For Unlimited Sales Did you know that there are specific psychological triggers you can use to influence the decisions of peoples and persuade them to buy what you are selling? The Reason Why They Buy If you are a business person you want to sell your product or service. If it's been a struggle, then you probably aren't giving your potential customers a good "Reason Why" they should buy from you. The Key to Driving Sales is Understanding What Not How What does it take to make a sale lately? Woo the Buyers Limbic Mind or All Your Sales Efforts are Wasted If you've driven yourself crazy trying to figure out why so many customers get away, relax. You can't figure it out because... It's not logical. The impulse that makes people buy from one business instead of another is no more logical than the baying of an elk's mating call. In fact, it works exactly the same way, through the limbic system. How Salespeople Can Create Immediate Believability And Credibility It pays to be specific. I believe that statement is true. If it is true, why do so many salespeople pepper their sales presentations with phrases of generalities? There are two primary reasons. One is habit and the other is instinct. You CAN Be a Great Salesperson! When you are in sales, you have the choice to be successful or unsuccessful. The only one to set limits on your income and success is you! A career in sales is a challenge. Use that challenge to motivate and excite you. Meet and beat that challenge! Sell Yourself, As Well As Your Product When selling a product to a consumer, one of the things we tend to overlook, is that it is as equally important to sell ourselves. 10 Blockbuster Ways To Ignite Your Sales 1. Sign-up to win web site awards. When you win, some award sites publish your web site link, name and description on their site. Top 5 Low Cost Ways To Get More Sales Leads And Sell More Without Cold Calling Cold calling may now be outdated. People have become defensive to cold calls and not many respond to them anymore. Cold calling is now about rejection, getting rejected call after call until many salespeople, especially B2B salespeople, just get fed up and quit. There are other methods of generating business leads without cold calling, and many of them inexpensive and not too time consuming. Transforming Problems into Sales My silent fish tank was no more. Enough water had evaporated to make the filter gurgle. It was highly annoying and I knew I wouldn't be at ease until it was silent again, so I filled the tank. A Great Sales Technique: Be Aware of Sales Myth #5 A myth can best be described as somebody or something whose existence is or was widely believed in, but is in reality fictitious. Based on this description I have created a series of articles entitled: Sales Myths. Here is one of them. Equal Chance of Winning The Sale? Bah! Are you going to win this deal? How to Build a Repeat Client Base in Automobile Sales Here is a question I recently received from a young automobile salesperson: Objections Are Buying Signals? Usually! How well do you handle objections? More Customers! Less Work! Wouldn't it be nice if there were an inexpensive method for creating more customers? There is!
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