Everyone talks about delivering the perfect elevator “pitch”, but what does that really mean? It sounds so self-serving. Probably because it can be. Most people love to talk about themselves, right? But don’t make that outdated mistake. In today’s business world, relationships are the center of any marketing strategy and to cultivate the most effective relationships your focus should be on helping others not over talking about yourself.
I define the elevator pitch in my November 9th blog post http://ow.ly/4az4I as a “confidently delivered, 30-60 second, easy-to-understand description about your company and your product or service but described in a way that demonstrates how you solve a challenge or problem.” The most important take away from this post is that “it really isn’t about you, but how you can help others.” So think about it. If you are helping someone else, wouldn’t that make it more like an elevator “promise”?
A pitch is something you throw AT someone. A promise is something you do FOR someone. It is more personal. Marketing is all about cultivating relationships and when you are building a relationship with a prospect, lead or customer, it just feels more comfortable to make a promise about what you can do to help them. Or about how you can solve their problems or how you can be a valuable resource for them.
And think about when the best time to deliver an elevator promise….it would be AFTER you have had the time to listen and learn a little more about the challenges a potential lead may be facing. So, before being too quick to answer the question “what do you do?” with your very well-rehearsed elevator “pitch”, maybe consider asking a couple of questions and then delivering your elevator “promise” in the context of how you can more specifically help that particular person. They will appreciate that you listened and you will have the opportunity to better position yourself for a longer-term relationship.
For more information about how to craft a memorable elevator promise, go to http://ow.ly/4aznx for a guide to help you create a lasting and memorable first impression.