A lot has been written and spoken about how an elevator
sales pitch should be. For those of you for whom the term is new – it’s an
introductory sales pitch that introduces you, your work and how it can benefit
the person you are speaking to. It generates interest and is short enough to be
communicated within the timespan of an elevator ride. This is something that a
salesperson keeps ready and handy to be used at all times.
So I am not going to repeat what countless other people have
said on how an elevator sales pitch should be constructed. What I would like to
draw you attention to are some essential elements of an elevator speech,
which could prove to be the tipping point of its success.
1. Spontaneous and eloquent – at the risk of sounding
repetitive - practice, practice and practice till it appears spontaneous and
not something that has been learnt out of the words of a book. Also, eloquence
is the key. Fumbling through sentences takes the impact out of it.
2. Does your voice convey confidence in what you offer? In
the absence of time to convey confidence through your product or service, the
potential customer senses the strength of your service through your voice.
Record your sales pitch and replay. How does it sound? Does your voice need assertiveness, modulation, pauses?
3. Simplicity is the key. The use of short crisp sentences,
simple words cannot be over emphasised.
4. What is the benefit to the listener? Let the listener
grasp what there is in it for him.
5. Rapport, rapport, rapport – get into rapport with the
listener. Else your pitch will sound and feel obtrusive.
6. Elevator sales pitch should be what it suggests – short.
Much as we like to hear our own voices, brevity is of utmost importance.
7. Inspire curiosity - Choose you words with care. They should
offer a glimpse, tantalise and make the listener interested enough to give you
a second hearing.
8. Take a moment to reflect if your gestures and body
language inspire confidence. Are they congruent with the image and message you
are sending across through words? The mirror gives true feedback.
9. Is your message appealing enough to paint a picture in
the recipient’s mind, make him want to listen to you some more, inspire
feelings of curiosity? Pay attention to the picture the message creates, the
sound of it and the feelings it inspires – an ideal combination of all three.
10. Be flexible to adapt – the moment you sense a barrier,
change your approach. The content can be the same – the approach different.
Elevate your speech such that it catches attention even in an elevator.
For more readings on selling, read:
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