Do you truly believe that your company's products and services will help your prospects? Have you ever thought, "I know I could find ways to help (company name) if I could just get (prospect name) to talk to me for 20 minutes!"
Why is it so difficult to convince prospects to schedule time to talk with us? There are two main answers to this question. First, dozens (or even hundreds) of salespeople may be asking for your prospects' time. If prospects gave everyone who asked the time they ask for, they would never have time to get any work done!
Second, chances are that your prospects are not just sitting around waiting for salespeople to contact them. They are focused on their own (business and personal) objectives, issues and concerns. When you contact them, you need to find some way to break through this "mental clutter", grab their attention, and focus it on what you are saying.
This makes developing an effective "elevator pitch" the single most important step in sales prospecting. After all, what good is it to have fabulous solutions to problems if you can't get the people who have the problems to talk to you? Plus, how many times a day are you asked, "What do you do for a living?" How many prospects (and referrals) might you uncover if you had a highly effective and intriguing answer that rolls right off your tongue?
The concept behind an elevator pitch is simple
Imagine you are riding in an elevator. The doors open and one of your top prospects steps into the elevator. You now have a very brief (thirty to sixty second) opportunity to introduce yourself and convince your prospect that they need to have a longer conversation with you. What are you going to say?
To be effective, your elevator pitch must differentiate you from all the other salespeople who contact your prospects, and break through your prospects' mental clutter and grab their attention. The best way to begin to develop an effective elevator pitch is by considering the following questions:
Q1: Who are your target prospects? What do they do? What job titles do they hold? What vertical markets are they in?
A1: My target prospects are business owners, executives, and managers. Because I address sales performance issues, and these issues occur in all vertical markets, I do not focus on specific vertical markets.
Q2: How will your products and services help your prospects? How will their lives be different after they work with you?
A2: My products and services help my customers end the frustration of 80/20 sales team performance, where 20% of salespeople produce 80% of sales.
Q3: What are the quantified impacts (dollars or percentages and time frames) that have been produced by your company