Do businesses really need an Elevator Pitch?
Recently I have spent a great deal of time in elevators and on public transport ….. and no-one asked me what I did. Everyone was too involved in what their own circumstances. I got to thinking … do you really need an elevator pitch. Does anyone really care?
Then I tried something …. I smiled at the person next to me …. And guess what – they smiled back. Encouraged, I commented on the destination of the bus we were travelling on. The giggled and agreed it was turning out to be a fun day.
So, I asked them …. What did they do? They explained to me about their business and also some of their ideas for the expansion of it. I’m really glad I asked, because it is exactly what one of my associates has been searching for! Then …. Wait for it …. They asked me what I did
*** TRUMPET FANFARE ***
I was able to share my elevator pitch ….
You know how businesses always want more customers? We write their social media, website copy, blog articles, ebooks and sales letters so they can find them. We also have a website blog where we freely share insights into the strategies and processes that we use so that people who want to do it themselves can do that too. Do you know a business owner we could help?
Even though it wasn’t in an elevator, it was a situation where just a brief time was spent with someone and there was an opportunity to interact. It could just have easily been at a café, in the grocery store checkout queue or down at the beach on my morning walk.
So, my opinion is that … YES … business owners, sales people, managers and anyone who really cares about their business or job role should have a succinct Elevator Pitch (or Bus ride intro!!) IU prefer to refer to it as your BBI – Brief Business Intro, because I’m not a great believer of “pitching” for business on the first date.
To create your BBI, here is a simple structure.
Identify who your ideal customer is – for me it is “businesses”
Specify the primary problem that they have, that you can solve – “want more customers”
Create Part 1: “You know how “ideal customer” always “problem” … Ours is: You know how businesses always want more customers?
Begin 1 sentence to describe the core of your business. This is the area that does (or you want to) create the continuous cash flow stream for you. The reason that most customers will search for you and engage your services or buy your products. We write their social media, website copy, blog articles, ebooks and sales letters …..
The 2nd part of the sentence reassures that you solve the problem identified in Step 2 ….so they can find them.
Finally, ask them if they know anyone you could help. This allows them to search their mental contacts book and refer someone if they genuinely know someone you could help. It also activates a conscious part of their brain that helps your business become more memorable, so if they come across someone later, you will be more likely to spring to mind and they will be more likely to recall your details.
There are a couple of ways to do this
Simply ask “Do you know anyone who might be interested?”
Ask for help (people always want to help) “Would you be able to help me please? If you hear of someone looking for [my service/product] would you pass my details on please?”
Reinforce how you like to help others. “I love to help others, so if you think I could be of assistance to someone you know, please either drop me an email and I’ll be happy to contact them or pass my contact details on to them.”
A couple of useful “extras”
If you have a website that offers value, mention that. “We also have a website blog where we freely share insights into the strategies and processes that we use so that people who want to do it themselves can do that too.” This will generally make it easier for someone to locate you online a few days, weeks or even years if you make a strong enough impression, in the future.
Try to help them. If they have outlined a business they run or role they do, try to find someone you can refer to them who might be a suitable client. You may need to clarify who they are looking for by asking them to describe their ideal client so you can keep an eye out for them during your day to day business activities. If you genuinely cannot think of anyone off the top of your head, then ask them for their business card or contact details and try to find someone over the following few days. If you help someone, they are more likely to want to help you in return. Be sure that you do give without expecting a return though, or the activity can feel forced and inauthentic. Yes, there will probably be some people you help who never help you …. That’s ok. There will also probably be people who you are unable to assist who become your greatest referral sources. Always be open to the opportunities around you.
In summary
Never “pitch” in your Brief Business Introduction.
Ask for help, rather than asking for business
This is just an outline of what you offer
Always be willing to help others first
Remember you might need to be the one to start the conversation
One final word
Don’t force it and try not to take “rejection” personally. Everyone is facing their own challenges. The person you are speaking with may have some deep family or personal issues they are dealing with and simply not be in the frame of mind to chat with a relative stranger. When this happens, smile, wish them a fabulous day, and use the time for productive “thinking outside the box” for your own business.
