Luke Brown Marketing Blog

Archive for the ‘Communication’ Category

You already know what an elevator pitch is so I won’t insult your intelligence by posting a definition.

If it isn’t delivering maximum benefit to you, however, it might be time to trash it and start over. Many elevator pitch basics are similar to competitive public speaking. Public speaking is a skill sadly lacking in many professionals. Mastering elevator pitch basics makes a good foundation for better public speaking.

Elevator Pitch “DOs”

*30 Seconds Is Your Time Limit: You must be able to deliver your pitch in 30 seconds or less. By taking more time, you come across as a talker and not somebody interested in the other party. Being concise is your friend.

*Know Your Target Market: There’s no use wasting a great pitch on someone who simply would never use your product or service. Somebody who is in your target market may not be interested but may give you a referral.

*Know Your Competition: If you pitch someone who is involved with your competition and you know you have one or more advantages, be prepared to point them out in a positive manner. Bashing the competition is gratuitous.

*Be Passionate, Almost To A Fault: If you’re not sold on your own product or service, why would anybody else be sold on it, either? There are times to be reserved and stoic. This is not one of them.

*Start With A Hook, End By Moving Forward: The first 5 seconds make or break the pitch. Intrigue them, make them laugh or startle them, but be memorable. If you sound like everybody else, who cares?

Elevator Pitch “DON’Ts”

*DON’T Give A Sales Pitch: Think of it as similar to sending a resume. You’re not trying to get the job, just the interview. Know your preferred next step: meeting, phone call, demo, etc.

*DON’T Swear: This seems like a no-brainer, but I have overheard men (usually) give a pitch as if they couldn’t care less. The only possible exception: if the other party swears excessively. Use caution, however, as they may be testing you to see your response.

*DON’T Forget To Request Contact Information: If they say, “No’, then move on. Don’t give a brilliant pitch, congratulate yourself and then forget to ask for a business card or another objective. Duh.

Practice and Preparation

*Write It Out: Write a 60 second pitch, then cut it down to 30 seconds worth of material. Include the basics: name, company, product/service and how it will benefit the person you’re pitching. If you can’t answer that, you’re lost.

*Record It: Some words look good when written down, yet don’t flow smoothly when spoken. Recording your pitch will make those words and phrases apparent. Like public speaking, practice using a soft voice and a loud voice.

Learn the art of the pause, where you take just a moment longer before or after saying a word, giving it added power and emphasis. Practice it 20-50 times so you remember it all without sounding ’slick’. Learn to look the other person in the eye and smile.

Attending networking mixers, chamber of commerce functions and other events gives you more chances to practice and prepare. In today’s competitive business environment, it’s best to use every advantage you can.

Even in the age of emailing, texting and Twittering, the telephone remains a powerful communication tool. With caller ID, your call can be ignored and you’ll go straight to voice mail. Since most people haven’t been taught to leave effective messages, there is a slight fear when hearing the words, “Leave your message after the tone.”

Don’t Waste The Time Of The Person You’re Calling

If you really want someone to return your call, blathering on for more than 30 seconds won’t work in today’s I’m-slammed-with-a-deadline-and-this-better-be-important business world. Get to the point, stimulate their interest and motivate them to return your call. How?

State your business. Greet them by name (”Hello, Tom”), then immediately tell them your first AND last name (spell out your name if it is unusual), your company (again, spell it if it’s unusual) and how you can be reached.

Motivate them to return your call.

This can be done in many ways: through extreme politeness, good news and the classic incomplete message.

EXTREME POLITENESS. Business etiquette is less formal with each passing day. Practicing the elegant and graceful message is surprisingly effective. Leave your phone number by saying, “I’d appreciate the courtesy of your call at 555-555-5555.”

Leaving a message like this radiates confidence and is very appealing to some people’s sense of civility. It’s direct and courteous and people are three times more likely to respond than a standard message (source: Jay Conrad Levinson).

The tone used in this tactic is vital. Do not overemphasize one word over another or your message may come across as condescending.

GOOD NEWS. Promise them some good news if they return your call. We’re barraged by bad news all day long so the promise of good news will certainly perk up some one’s ears. Give two or three reasons why they’ll benefit. Don’t give away too much information, however, or else they may not return the call.

THE INCOMPLETE MESSAGE. This is definitely thinking outside the box. This isn’t a misprint: Hang up on yourself in the middle of leaving your message. The curiosity to hear the rest of the message is an extremely powerful motivator. Return calls are highly likely.

Remember to use your finger to disconnect instead of the receiver if you’re using an office phone and make sure to leave your number before disconnecting.

More Tactics To Help You Get Through

FULL MAILBOXES: If you dial extension 215 and the mailbox is full, no problem. Call back and go to extension 216 and leave your message there. Most office extensions are located close by so the person receiving your message will deliver it to the intended recipient.

CALL ACCOUNTS RECEIVABLE: If you can’t get through after multiple tries, get connected to AR. They’ll talk to anybody! Apologize for dialing the wrong extension and ask if they’ll transfer you.

End The Call The On A Positive Note

The next to last piece of information to leave is your phone number. Say it slowly, starting with the area code. Say it twice. The first time say, “eight hundred, nine five two, six four one seven”. The next time, say the last four numbers as two groups of two numbers, like this: “eight hundred, nine five two, sixty-four seventeen.” People tend to remember grouped numbers better.

The last thing to say is their name, which the great Dale Carnegie called “the sweetest sounding word in any language.” Ending your message with the common “buh-bye” does not set you apart from the crowd.

Some people just don’t return calls no matter what. There is no reason to do business with clowns like that. Some people just need a hotter fire under their seat to return your call. Using these tips should give you at least a 25% increase in returned calls. If you do better than that, please tell us about your successes!