Every company has one, but not every
employee of the company knows it, but the sales person better…the elevator
pitch. Ah, yes, the token statement of “who we are, what we do, why/how we do
it, and who we do it for” in sixty seconds or less. The elevator pitch has been
around for fifty plus years and is as important today as it was back then.
Unfortunately, many companies no longer have and utilize an elevator pitch, and
it is obvious.
The purpose of the elevator pitch is
simple: imagine you are in the elevator with a C-level executive and you have
about a minute until the doors pop open. He/She asks the simplest of questions,
“so, what do you do?” And here lies the need for the elevator pitch. You can
impress this executive and possibly open them up for a longer (or follow-up)
conversation if, and only if, you can explain yourself before the elevator door
opens and they walk off.
I heard a colleague recently say that
the elevator pitch has changed, it needs to be shorter, you no longer have
sixty seconds. Well, that is not entirely true. Yes, it is a fact that people’s
attention span is shorter these days, especially when holding their smart-phone
in hand. However, a good sales person can shorten or lengthen the elevator
pitch with ease, once they have a firm sixty second grasp on it. You see, if
someone takes the time to ask you what you do, then they will take the sixty
seconds to hear you out. The key to those all-important sixty seconds is so
very simple yet difficult too. You need to know exactly who you are (employer),
what you do, why and how you do it, and who you do it for, and you need to
perfect this statement. And, there lies the biggest problem, perfecting the
No two sales people, or company
employees, are alike and they should not sound like each other. They will come
across robotic. However, the elevator pitch is about talking points. It is
about making sure everyone in the organization has the same general
understanding of who we are, what we do, how & why we do it, and who we do
it for, which culminates in why the company remains in business, and then they
can stylize the elevator pitch to make it their own.
Does your company have an elevator
pitch? Do you know it? Can you present it in sixty seconds or less? Can you
answer follow-up questions if asked? If you’ve answered yes to these questions,
fantastic and congrats, but if not give me a call. I would be happy to guide
you toward the next chapter of success in your sales career.