Inside Sales Experts

Current Articles | RSS Feed RSS Feed

How to Write Your Elevator Pitch

Posted by Trish Bertuzzi on Thu, May 29, 2008 @ 10:39 AM
  | Share on Twitter Twitter | Share on Facebook Facebook |  Add to delicious  delicious |  Share on LinkedIn LinkedIn 

Update: By way of example, check out the 2009 Elevator Pitch Champions. They are highly effective examples and the judges comments may help you in crafting your own pitch.

------------

I find it fascinating talking to sales & marketing executives about their company’s messaging and positioning. The reason I find it fascinating is that they are quite often able to articulate for me a great value proposition that paints a picture of what they bring to the table.

The problem is that when I ask them to translate that value proposition into an elevator pitch that can be used over the phone by their sales organization, they struggle. And if they struggle, can you imagine the struggle their sales people have?

These are the days of short attention spans. We need to be able to craft an elevator pitch that is an “actionable sound bite”.

Are you ready to take the “elevator pitch test”? There are 4 questions and each is worth 1 point.

Don’t read any further until you have written down your elevator pitch. Take the time to really craft the message that you deliver to your prospects on a consistent basis.

Okay, ready?

  1. Are the first words you wrote: "We are the leading provider of..."?
    If so, you get 0 points.

  2. Did you use more than 25 words?
    If so, you get 0 points.

  3. Do you think your pitch aroused curiosity?
    In other words, would the prospect be intrigued enough to say “Tell me more”.
    If not, you get 0 points.

  4. Now, call a friend who is not in technology and run it by them.
    Just give them the pitch and then ask them if they know what your company does.
    If not, you get 0 points.

So, how many points did you get? If you scored less than 4, at least you know what areas to work on right?

Most companies try to make their pitch too complicated. It seems the higher the price tag the more complicated the pitch. But, our prospects are inundated with messaging all day every day. Sometimes simpler is better...you know the KISS principle ("Keep It Simple Stupid")!

Oh and BTW, here is our elevator pitch:

We help technology companies build, evolve or validate inside sales strategies.

If you have a great elevator pitch you would like to share, feel free to post it as a comment!

Tags: , ,

COMMENTS

Hi guys, I am a inside sales rep in the application and infrastructure hosting industry. here is a elevator pitch that i use quite often.
"We help you exploit economies of scale by providing higher quality at a lower price."

posted @ Thursday, May 29, 2008 11:07 AM by Mukul Sharma


@Mukal. Thanks for the response! I would say you are almost there - 3 out of 4 points.
One thing to think about, based on your elevator pitch I still don't know what you do. I know what NaviSite does because they are a client of ours, but if they were not - you provide higher quality "what" at a lower price?
Fill in that blank and you have a great pitch!

posted @ Thursday, May 29, 2008 11:24 AM by


Do you know how you feel like you are imposing with prospects follow up? I help you design follow up you and your customer want.
I usually have two or three questions for in-person networking elevator intros. And 99% of the time I get, HOW do you do that?
Patricia Weber
Sales Accelerator Coach for Introverts, Shy and Reluctant
http://introvertscansucceedatsales.com

posted @ Friday, May 30, 2008 7:19 AM by Patricia Weber


Oops. Forgot to say, I'm going to direct my readers to your post because most of the love "tests!"
Patricia

posted @ Friday, May 30, 2008 7:21 AM by Patricia Weber


#4 is the most important. I test my pitch on my son who is in 6th grade. If he doesn't get it, then it's a lousy pitch. This gives me confidence that I am speaking in words people understand.
Remember, you are only pitching one person at a time. Be bold! Be believable! How can I make it so that it personally benefits “the one person I’m pitching”. My favorite style is the two sentence rule: It does “this”, so you can do “this”. “Our system creates PowerPoint presentations faster, so your sales reps use less non-billable hours.” “Our system allows your Blackberry to call your AA to let you know where it is, in case you lost it.” And if anyone knows of a system that can do this let me know . . .

posted @ Friday, May 30, 2008 8:30 AM by Jeff Hoyland


@Trish ...
Ohh yes... Thats a great suggestion, Thanks for helping me out.... any other suggestions looking at our industry? whats your take on email marketing??

posted @ Friday, May 30, 2008 9:45 AM by Mukul Sharma


I love the test. Here is my pitch, let me know what you think: " Safety Trainers provides on-site CPR, AED and First Aid training to companies who are required and mandated by law to do so."
Thanks in advance.

posted @ Friday, May 30, 2008 4:46 PM by Joe Ceccarelli


@Mukal. As a matter of fact, we wrote an Inside Sales Playbook that would provide you with every sales tool you could think of from elevator pitches to closing statements. Reach out to me privately and I will tell you which NaviSite exec to contact to get a copy.
As far as email marketing. It has to be automated, intelligent and integrated effectively into the sales process. More to follow on this topic in another post.

posted @ Saturday, May 31, 2008 9:18 AM by


@ Joe. Great pitch. You get what you do out there net/net. A 4 pointer for sure!

posted @ Saturday, May 31, 2008 9:20 AM by


"I work with CFOs of SMB who are interested in accelerating the time to cash" I am eager to receive feedback on this.
Max

posted @ Sunday, June 08, 2008 12:42 AM by Max Rosenthal


@Max. Time to cash sounds like a great goal for every business! What kind of feedback are you looking for?

posted @ Monday, June 09, 2008 6:14 PM by trish bertuzzi


Hi guys, what a great blog! Here's my pitch (it's a work in progress):  
"Ignertia is a full-service creative company, offering clients everything from custom video production, to web design, IT support, branding and content creation." 
What do you think?

posted @ Tuesday, July 01, 2008 9:57 AM by Don Shell


@ Don. You are off to a fabulous start! I think you should consider removing the "full-service creative company" part and put in something like... 
 
 
 
Ignertia helps companies launch their brand or Ignertia helps companies produce videos that drive traffic or something like that. Get specific as opposed to your benefits as opposed to vanilla.  
 
 
 
You can even have several versions you use in throughout your selling process. That way as you communicate with the prospect they get to hear your whole message but in interesting sound bites. 
 
 
 
Hope this helps.

posted @ Tuesday, July 01, 2008 10:09 AM by trish bertuzzi


Thanks, Trish! I really appreciate the input. I'll keep working on it. Thanks for the ideas.

posted @ Tuesday, July 01, 2008 10:33 AM by Don Shell


Wonderful article Trish! 
 
Our pitch (work in progress) is:  
 
Exhibit provides you innovative solutions for outdoor advertising that will bring more attention to your ads for lower cost.

posted @ Monday, July 28, 2008 3:56 PM by Zidarski


I am new to the Customer Collective and love it! Would love to know what you think about this elevator pitch: 
 
At American Family Insurance, we help people protect and keep their hard earned assets with insurance products. Thanks!

posted @ Friday, August 08, 2008 1:50 PM by Julie


How about - 
 
 
 
At American Family Insurance, we protect and maintain people’s earned assets. 
 

posted @ Friday, August 08, 2008 7:20 PM by Max Rosenthal


Thanks so much for the input, I will use it!

posted @ Monday, August 11, 2008 5:46 PM by Julie


I love the blog! What do you think about my elevator pitch? 
 
Boston Paternity provides DNA testing solutions to individuals, families, and attorneys who want reliable proof of relationships.

posted @ Thursday, September 04, 2008 11:13 AM by Ryan


@ Ryan. I think you have nailed it.

posted @ Monday, September 15, 2008 7:43 AM by Trish Bertuzzi


Hello - this blog is great. I'm new to both it and my current employer. Would be interested in the feedback on this elevator pitch: 
"We help companies simplify their marketing efforts by stripping away unnecessary complexity through the use of faster, easier and more functional web based tools."

posted @ Monday, September 15, 2008 11:38 AM by Darin


@Darin. Not a bad first pass but it still needs work because I don't know what you do. I like the fact that you simplify but simplify what and how?? Keep at it!

posted @ Monday, September 15, 2008 12:48 PM by trish bertuzzi


here we go! 
 
 
 
1. 
 
ABC Technology automates your compliance process and creates easily managed reports for auditors. 
 
 
 
2. ABS Technology appliance, brings all devices in your IT infrastructure to one central location for intelligence and storage.

posted @ Wednesday, September 24, 2008 9:16 PM by Barbara


@ Barbara...I like #1 as it says in plain english what you do...no guesswork required.

posted @ Thursday, September 25, 2008 8:01 AM by trish bertuzzi


I have been using this line for about a year “DEX helps technology companies reduce cost & increase productivity by utilizing our global sourcing infrastructure.” how does it sound?

posted @ Wednesday, October 22, 2008 4:44 PM by Chris Kahl


Pitch: "We help the world's biggest companies manage risk better". 
 

posted @ Thursday, February 05, 2009 2:30 PM by Ed Alexander


My elevator pitch is as follows: 
 
 
 
"We provide technological solutions to Banking and Financial services companies to help them meet their organizational objectives" 
 
 
 
Please let me know what you think about the same.

posted @ Thursday, March 19, 2009 5:36 AM by Venkatesh


Hi guys, 
 
 
 
I want some elevator pitch on these questions ASAP: 
 
The question is: If you have 3 mins with a Decision Maker inside an elevator, What will be your pitch to these questions? 
 
 
 
1) What Service do you provide? 
 
2) Who is your target market? 
 
3) What pain points can you service address in your customer's business? 
 
4) Who is behind the company? 
 
5) What is your competitive advantage? 
 

posted @ Monday, April 20, 2009 12:18 PM by Mave Rick


@Mave Rick. Couple things. Not sure who you are addressing your questions to - is there one of us in particular that you would like to respond. 
 
In your 5 questions, you have combined an elevator pitch with an introductory statement. An elevator pitch is meant to succintly articulate what you do and allow you to arouse curiousity. Once you have gained agreement that the listener is interested in hearing more, then you can get into some of the details you would like articulated in your questions. 
 
Hope this helps...

posted @ Tuesday, April 21, 2009 1:35 PM by trish bertuzzi


I market qualified long term care insurance with FULL REFUND of all premiums upon death of the insured. Would you please comment on this elevator pitch? 
"I help successful business owners preserve their earned assets by offering a 2-for-1 insurance product. Do you know how costly eldercare is? 
In 30 minutes, I can show you a way to have peace of mind and dignity, as well as a legacy for your children or charity

posted @ Saturday, May 30, 2009 6:23 PM by Jonathan Smith MD


@Jonathan. Your pitch is quite good - here is another spin on it for you. 
 
 
 
"We protect the assets of successful business owners from the often debilitating costs of elder care. If you can spare me just a moment, I would like to share with you how you can protect your legacy." 
 
 
 
Short and sweet - hope you like it and thanks for posting.

posted @ Sunday, May 31, 2009 7:33 AM by trish bertuzzi


Short and sweet.........and impactful! 
I love it! 
Thank you.

posted @ Sunday, May 31, 2009 5:54 PM by Jonathan Smith MD


Hey guys, 
 
 
 
any advice is more than welcome! 
 
 
 
Here is what i have so far. 
 
 
 
Widgets&widgets Manages your business network infrastructure so that you can focus on your core business, without the cost associated with an in house IT. 
 
 
 
What do you think?

posted @ Thursday, June 25, 2009 8:55 PM by Jon


@Jon. Well, it is good BUT I bet every single one of your competitors is using the exact same pitch. What makes you unique? What would make it stand out? Add that and you are good to go. Happy Selling!

posted @ Saturday, June 27, 2009 10:22 AM by Trish Bertuzzi


Here's my elevator pitch: 
 
 
 
"When you need to laugh, you turn to Laughtub."

posted @ Tuesday, August 18, 2009 11:05 PM by Logan Lindabury


In today's sophisticated and technologically advanced world we really tend to over-elaborate, and when it starts affecting our message our bottom line is bound to follow suit sooner rather than later.

posted @ Wednesday, March 10, 2010 3:48 AM by Yvonne - Gopher Promo


I am new to this company and I have been asked to prepare an elevator speech for 3 types of clients--CEO-- Project Manager --- Foreman for our next sales meeting in a week and I have -0- ideas.. I have worked for competitors and now I work for one of the world leaders in my industry. It's an up hill battle as they huge overseas but new to the USA... Need some help if anyone has a suggestion...??? Thank you...

posted @ Tuesday, June 22, 2010 1:04 PM by Brian Horban


Post Comment
Name
 *
Email
 *
Website (optional)
Comment
 *

Allowed tags: <a> link, <b> bold, <i> italics