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Immediately Scrap Your Elevator Pitch

Guest post by: Paul Tobey

Article Overview: I don't know who invented the 30 second elevator pitch, but you may want to research who is the expert that gave you that advice before you use it. I say scrap it, and start asking questions instead.

Immediately Scrap Your Elevator Pitch

Are you guilty of pitching your product or service before your prospect understands why they should be interested? Selling is a critical part of marketing, but it is vital. If you do this in your selling you may be flexing the wrong sales muscel.

The famous 30 second elevator pitch was probably meant as a "don't waste my time exercise" and has it's time and place.But if you think about it, it's anarcissistic way of selling. Imagine standing in an elevator and saying hey " me, me, meand me and here's my card". The worst part about this elevator pitch is that this way of selling was adopted by many sales reps who took it to a whole new level. Somewhere it became all about them, and someone forgot about the customer.

I promise you it is a lot more common than most of us realize and destroys more sales than almost any other mistake. People see our company as moving and shaking, so weusually get several pitches a week. Mosthope to sell me something. What astonishes me is how few of these people ask questions to find out what I am interested in or what problem I need solved. Mostpitchers will start with a pitch that is aimed at impressing me with their success. I hear about all the amazing customers they have, many of whom have no bearing on what I am doing and even less on what I am interested in. Or worst, some will go on about themselves and forget to tell me what they want. I have to stop them and ask them what they are selling.

Without even asking me how much time I have, some sales reps will launch into a technical pitch, or tell mehow marvelous their products or services are. I don't doubt that they are great, but by this time I have generally lost interest. It is such a shame that these otherwise competent people shoot themselves in the foot and most lose the opportunity to sell me something. They are so focused on themselves and have little understanding or feeling for what I, I just get upset with them for wasting everyone's time.

Here is how to avoid this. Would you brag about your possessions or achievements to a first date in the hopes that you will impress him or her? Probably not. There is a right time to name drop, or talk about your achievements. Otherwise, you know you run a high risk of turning your date off completely if all you do is talk about you. So why do this in business? Try "You Focused Marketing" instead.

Your focus is now on your prospect. Ask lots of questions! First, qualify how much time you have, and ask permission to launch into your pitch if time is of the essence. Yourtotal focus is on selflessly serving your customer, helping them overcome their problems. Ask permission before youeducate themon your product. Help them be better buyers and always leave them with something of great value like a great piece of information.

The truth is people buy from people they know, trust and like. We generally like people who are interested in us and our needs. Successful people, most often have great listening skills and quickly learn that you can't be interesting unless you are interested.

Marketers know that the best way to demonstrate interest is to ask purposeful questions. They provide insightful answers in their marketing communications, showing customers how they are the logical choice to solve some burning problem. Once they understand these challenges they use their knowledge and skills to raise perception about potential solutions. Only then do they introduce the product or service and what it can do for the client.

Remember it's not what you sell, but how you sell it that matters. And if it's all about your 30 second elevator pitch, you'll miss the mark. Try asking a question and intently listening to the answer. Take the opportunity to drive the conversation to a meaningful place that holds purpose to your prospect.

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Article Tags: 30 second elevator pitch, marketing, sales reps



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