HARDISON’S TIPS – NOVEMBER 4, 2021 – Why You Should Ditch Your Traditional Elevator Pitch (PT.1)
In a recent article, I suggested you ditch your standard sales pitch when meeting with prospects; now I want to explain why you should ditch your elevator pitch, too. Simply put, traditional elevator pitches – once thought to be a must for every business person – do not work and are a waste of time. Here is why the elevator pitch fails more than it succeeds, and how to make those precious few moments of engagement with a new acquaintance more productive:
Why Typical Elevator Pitches Will Only Take You Down
So if everyone feels compelled to have a standard, ready-to-recite elevator pitch, why are they inherently ineffective? Several reasons:
First, elevator pitches are too rushed to completely express or explain what you do and how you provide value. An elevator pitch is typically understood to be no more than 30 seconds. Because it is so abbreviated, it’s not really a conversation at all; rather, it’s merely a recitation of your position, your background, your qualifications, and perhaps, your company’s value proposition. That’s a lot to cram into half a minute. Worse, it’s a lot for the listener (that unfortunate soul who dared ask, “What do you do?”) to take in.
Next, because of the short time available and the emphasis on you-you-you, the other person almost surely will feel overwhelmed and undervalued. Your ticking-clock speech does not begin to consider the most important element of any sales opportunity: listening. If beginning a possible business relationship is the goal, you must start down that path on the right foot.
And few people would believe that truly positive relationships – personal or professional – begin with a self-centered domination of the discussion. But wait, you say, the other person DID ask! Yes, but that is often simply a pleasant way to begin a conversation by showing interest in the other person. Do you want to return that courtesy with a relentless litany about yourself – even if you were asked?
Finally, pushing play to begin a “canned” pitch will only make you sound like a robotic-version of yourself. You won’t appear genuine – only pushy and aggressive and, ironically, insecure. Worse yet, if you flub your “lines” in a scripted pitch, you’ll look foolish.
How an Alternative Approach Can Take You Up, Up, Up!
So if the typical elevator pitch is so flawed, doesn’t it make sense to turn it upside down? I think so. Here’s how to do that:
Relax. The ticking clock might make you feel on-the-spot and nervous, but it actually gives you a perfect excuse to avoid going into great detail. Rather, you could say something like: “Thank you for asking. In short, I make it easier to ________. I can only do that, of course, when I fully understand your goals and we can determine whether we would be a good fit working together to help you achieve them. Perhaps we can make time to have a deeper conversation…”
