The elevaTor PiTch – The NeTworker’s

secreT weapoN

As networkers, we often find ourselves pondering the best way to approach our warm market before we even think about our cold market. The approach will often vary depending on the situation, the per-son with whom we are speaking and the time available to communicate the busi-ness message. However, when we can use a time-tested method, there is no need to adjust our approach. This prov-en methodology will ensure that a pros-pect receives your message in just a few seconds and actually hears what you are saying. Yes, that’s right, you heard us cor-rectly, in just a few seconds – not a few minutes or even an hour. This method is commonly known as an elevator pitch.By definition, the elevator pitch is a suc-

cinct description of your business that grabs your prospect’s attention within the timeframe of an average elevator ride. The goal of an elevator pitch is to inform your prospect what you are offering and, ideal-ly, close a sale. Your entire sales or mar-keting pitch, however, does not have to be delivered only in elevators. Upon mastery of your elevator pitch, you may then use it for almost any situation, in any location, and with any person. The elevator pitch is a skill employed by top marketing and sales professionals around the world in a wide variety of industries. It is a vital skill all networkers should master as a valuable tool for growing your business exponen-tially, without wasting time and effort filter-ing through the right or wrong prospect.

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Please note that the elevator pitch is not a sales pitch; it is not an account about your game-changing grandiose business idea, nor is it a report of your company being the “best in the history of mankind”, or even a statement about your one-of-a-kind, unique, pioneering, category-chang-ing, never-before-seen product. The ele-vator pitch is simply a brief narrative that communicates how your business solves an existing problem in the world today. Put another way; your pitch is a message about what your business will do for your prospects, their family, and friends. When a prospect asks, “What do you do for a living?” they are indirectly asking, “What are you offering that will benefit me?” Un-questionably, your answer to this ques-tion will make or break the effectiveness of your pitch.

Mastering the Elevator Pitch

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Let’s break down the elevator pitch. Rule number one: It should be no more than 40 seconds long. If your pitch takes longer than 40 seconds, you have al-ready lost the attention of your prospect. Second, the pitch must include a catchy opening phrase. Your opening line must immediately grab the attention of your prospect. How do you determine if it’s attention grab-bing? If the prospect turns to listen to you, if they show an in-terested look, if their eyes open up wider and if they stop what they’re doing to listen. Third, your pitch should be delivered as naturally as possible and seem unrehearsed. Finally, your pitch should exude passion. Passion comes from your belief and faith about your business, its products, and the network marketing segment, in general. Remember, if you are not excit-ed about your business, you will not be able to communicate any excitement. Excitement breeds excitement.

Keep it Short

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1. Opening – a sentence that immediate-ly catches your prospects attention. This can be something like “Have you ever wondered why people don’t get stressed in the work environment any-more?” “Have you heard about this new sensation that has just gone viral?” or “People can’t stop talking about…”

2. A brief, non-technical solution or ben-efit that your product offers. Your own personal story about the product can be very effective; people are receptive to personal influences. Just remember to keep it brief. A technical description and phrases such as “Our Mitochondri-al assimilation technology beats all” is ineffective. “The pericarp properties of our super fruit has achieved eight lev-els of clearances within the Food and Drug Administration of Australia” is also quite ineffective.

3. Identify the need addressed by your product and to whom it is directly tar-geted. “Studies show that our prod-

The Elevator Pitch Check List

uct eliminates 10 pounds of fat within 2 weeks of continued use.” You might mention a customer who has used your product or service successfully. You can also cite a reputable governing body or institution that will add credibility to your target market. “According to the Depart-ment of Health, cancer is now the num-ber one killer in the world today, and we have found an ingenious new way to help increase your antioxidant levels.”

4. A description of how your product is different from the competition. It is unethical to degrade or criticize the competition. On the contrary, it actually helps to acknowledge the competition. Identify a few of your competitors and what they offer to confirm the nature of your business sector. “Tata has been there for 50 years now, but our com-pany has been admired by millions in Asia for 10 years now.” You should also highlight the differences. “Our compa-ny offers 24/7 customer service in 15 countries around the world compared to the competition.”

5. It is imperative that you end your pitch with a precise call of action. For example: “Would you like to schedule a meeting for more information?” Or “I’ll call you tonight to walk you through the registration procedure.”

Always remember the following rules when crafting your elevator pitch:

1. Keep it concise. Remember the 40- se- cond rule.

The Essentials The following is an example of an ineffective pitch:

INEFFECTIVE:

“We sell advanced cellular assimilated nutrition that keeps weight in check and clear of calcified uric acid thereby burn-ing LPL.”

EFFECTIVE:

“Our customers have lost 10 pounds in 2 weeks.”

To conclude, the following is an effective Elevator Pitch:

“Most people saved lots of money while vacationing by simply following our travel tips. The Department of Tourism recog-nized our company’s effort in providing a better service to its consumers. Although our competitor has been in the market for 40 years, our travel packages have received rave reviews from Europeans visiting Asia on a budget. In fact, you can visit the beautiful beaches of the Philip-pines and stay in a five-star hotel for just under 500 dollars! Would you like to see our top destination pick this week?” 2. Limit or eliminate technical terms, in-

dustry jargon and descriptions. No one cares about the particular variety of Acai berry you have discovered in the Himalayas.

3. Always highlight the benefits of your product and your company.

4. Practice your pitch with friends and rel-atives until it becomes second nature to you.

5. Know your company and products thoroughly so you can accurately con- vey the strengths and advantages.

The end goal is for your prospect to state: “That sounds interesting, tell me more about it” or “Really! How does that happen?” A good measure of success is to engage the prospect in a conversation and schedule a time and day for a more detailed discussion. The elevator pitch can – and does – work wonders for successful network-ers. At the end of the day, your passion and determina-tion will always resonate with your prospects.

The Perfect Close

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