ELEVATOR PITCH – NO; ELEVATOR PROMISE – YES!

By: Sheryl Johnson

Everyone talks about delivering the perfect elevator pitch, but what does that really mean? And better yet – what exactly is an elevator pitch?

An elevator pitch is a 30-60 second, easy-to-understand description about your company and your product or service described in a way that demonstrates how you solve a challenge or problem.  If it sounds self-serving, that’s because it is. Most people love to talk about themselves. But in today’s business world, relationships are the center of any marketing strategy. Consequently, the concept of an elevator pitch with a promise attached gets more attention than simply commentary about you or your company. It’s a given that the most effective way to cultivate rapport among clients and prospects is to focus on them, not you.

So think about it and let’s give it a try. If you are helping someone else, wouldn’t that make it more like an elevator promise instead of a pitch?

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 forming the foundation of the relationship, providing them with solutions to grow their business or valuable resources is what will keep them interested and coming back for more.

So, how do you turn your elevator pitch into an elevator promise?

Some simple guidelines to follow will have you capturing the attention of many who haven’t glanced your way before:

• When you address the question about what you do, make your answer relevant to the person to whom you are speaking.
• Keep your answer brief and then ask a question. Understanding more about the person you are talking to will help you be more focused in your responses.
• Don’t sound cheesy and insincere. This is a big turnoff and one way to get your business card thrown away.
• Always keep in mind that the other person wants to know “what’s in it for them”, so tell them.
• The purpose of your promise is about how you can help. You should pique interest but don’t be pushy. Earn the right to tell more.

And most importantly, show your passion and be authentic. People respond more positively to those who love what they do, especially if you demonstrate genuine interest in the other person.

As an example, let’s see what you think about the following responses to the question “what do you do”. The person answering the question owns a restaurant and already knows that he is talking to someone with a family and who enjoys eating out.

Response #1: “I own a pizza shop and serve pizza, pasta, and salads. We have been in business over 25 years and our restaurant has been owned by the same family since opening in 1986. We have a sit-down restaurant and a take out business. Here is a menu for you to review.”

So what, who cares? This sounds like the many other pizza joints in the area. Let’s try another approach.

Response #2: “I feed and entertain families in my one-of-a-kind pizza eatery. My homemade dough has a top-secret ingredient that is a frequent topic of conversation and the unique gourmet toppings I offer keep people coming back again and again. My kid-friendly atmosphere with erasable walls and table games entertains the children while the adults enjoy our decorative surroundings featuring distinctive artwork provided by local artists. What are your favorite eating establishments?”

Doesn’t this more personal, passionate approach entice you to want to know more about this place and maybe try it out?

Remember, it is not about you, but about building long-lasting relationships. So, have fun and create an elevator promise that others will want to hear.

Sheryl Johnson is the Founder of BD-PRo Marketing Solutions, specializing in empowering small business owners to do affordable marketing. www.bdpromarketing.com