Each stage of the buying cycle has its own set of unique demands when it comes to customer communication. One form or type of communication doesn’t fit every stage of the buying cycle. In the early stages of the cycle is where a proven sales tool like the Elevator Pitch may come into play for you.
Developing an Elevator Pitch (EP) that works for you isn’t complicated. Begin by addressing these four fundamental questions about your business or product.
Who is your target customer?
What do they need the most?
How does your product stack up with “Brand X”?
What benefit does it bring and can you quantify it?
When you have them answered, your job is to blend them into a short, 30 to 45 second customer-focused statement about your business or product. It’s equivalent to about the duration of most rides on an elevator. You may need two to three sentences. When you have the statement or pitch worded the way you like it, then your objective will be to practice it to the point that it sounds natural.
When Do You Use The Elevator Pitch?
A chance encounter with a prospective buyer or customer is where you can deploy
the EP. It also works well at trade shows when there is a lot of traffic in your booth. The value of the EP in this situation is it can help you explain your company’s value proposition quickly and efficiently. Some sales people also find
that the EP easily adapts to voicemails as well.