Craft Your Best Elevator Pitch – Get the Playbook
We recently published a Go-to-Market playbook, focused on companies that sell B2B technology-enabled products and services. As part of setting your marketing-sales and company up for success, we always have to answer the question “why” before moving on to ‘what’ or ‘how’, which is what people and companies often do when they are understandably excited to tell the world how their product or service is going to make a difference, move the needle, “add value”. A first step in the process of explaining ‘why’ is to get your story down, as it applies to your customers’ challenges and opportunities.
In this series we talk about storytelling, being authentic, and a few other ideas for good communication. All these factors come into play when marketing and selling. And a key part to sales is your value proposition, which in its most basic form is a simple elevator pitch. For starters, do you know the pitch for yourself, your team, your areas of focus and expertise and why they matter? Here are some elevator-pitch guidelines that work for me and the companies I work with:
• First, keep it simple: Let me just say, your pitch should be in a subject-object-verb format. Really, I’m not kidding. I can’t tell you how many people confuse with convoluted phrases and consulting-ese.
• Second, keep it short – less than 30 seconds. In my experience, people only glob on to 2-3 ideas at a time. Also, when it’s short, you can repeat it more easily (stand by for more on that).
• Third, avoid jargon. If a simpler word works best, use it (see the Art of Storytelling from a past post). See my first point, though people use simple words that are still jargon, I suppose. I try not to “incentivize” people towards that type of talk (yes, I’m that corny, thank you).
• Fourth, say it again. When you speak, especially, repetition is truly the mother of learning. This does not mean a verbatim re-hash, but rather being able to say the same thing in different ways.
• And finally, add your personality. Own the words and the ideas by expressing them your way. We all see, hear, and talk differently based upon our experiences and learning. People can tell when your expressions are authentic or borrowed.
After all of that, I try most to listen (more on that in another post). Since this e-mail is about crafting your elevator pitch, and being brief about it, I’ll stop there!
And don’t forget you can get the Go-to-Market Playbook here.
* This blog series comes from my own ideas and work with clients. Full permission to share.