Crafting Your 30 Second Commercial / Elevator Pitch ( Speech)
I’m Tom Schroth a Business Growth Consultant with WhiteBoard Group. We work with businesses to identify opportunities that will lead to increased sales and revenue. This is done through strategic analysis, marketing development and sales force improvement. We are specialists in finding areas for business growth and answering the question, “How do you more make money?”.
You have all heard of the 30 second commercial or elevator speech. I prefer to refer to it as a Networking Commercial and the truth is we have more like 15 seconds to get our point across, not even the time it takes to ride up the elevator a few floors!
This is your introduction, your first impression, You chance to give a short synopsis of who you are, what you do and why they should care. Commercials are made to sell things and you are marketing your products and services to potential clients and customers.
Take the time to carefully script your networking commercial, having it practiced and rehearsed. You should be comfortable giving it to anyone, it should be automatic. Don’t look at it as a canned presentation, while it may be to you, no one will even notice. In addition, you will find yourself individualizing it anyway but it is VERY important to get you default presentation memorized, word-for-word.
Like all good commercials, it should be memorable, effective and create interest on the part of the listener.
Main elements of the Networking Commercial
- Who am I? (and your company or business)
- What are the benefits you bring to an organization?
- What is a question that can stimulate further action?
Do’s and Don’t of your 30 second commercial
- Do be well rehearsed and PRACTICE!
- Do have different versions for different audiences (After you memorize your first version)
- Do integrate a request for a referral to other potential prospects
- Don’t use industry jargon and
- Don’t go too long – Short and to the point please
With that all said, there are times when you may want to extend your commercial If the situation permits. If you go longer then 45 seconds you are really doing a speech. Remember the context is a first introduction, you can go on but be careful, you may gain more by asking what they do. People love to talk about themselves and think you are interested. You could gain some great rapport just by listening.
If you still have the stage, go on but don’t talk about yourself, talk about what others have experienced by working with you, they want to hear about others experiences, the result they got from working with you and your company. For example.
I recently have been working with an apartment complex that was loosing about $10,000 a month, after working with me they are making $12,000 a month more, that’s a $22,000 a month swing in just 6 months! I would love to meet with you to talk about your business and see what we could do for you!
Another twist on the old standby is the “Power Question” This is a question added on to your commercial that throws the ball back in their court. This acts as a qualifier and can help to answer a number of questions about their qualifications and interest. Design your power question to get answers to:
- Is this a good prospect for you?
- Do they have pain points you can cure?
- Are they interested in engaging with you?
A good one for me might be “Do you have some areas of your business were you feel “Stuck” or unable to make progress?
By now we are getting well beyond the basic 15 – 30 second introduction but I want you to be prepared in case you make an instant connection. Be disciplined and exchange information and follow-up later, going in any stronger at this point will start working against you.
Your commercial is just a teaser. The goal is to give enough so they know they want more!
Tom Schroth, aka “Business Yoda”, is an Entrepreneur, Speaker, Sales Trainer, Marketing Expert, Business Growth Consultant and Founder of WhiteBoard Group, LLC. Tom’s background is in start-ups, turnarounds, sales & acquisitions and franchises. He works with businesses to identify opportunities that will lead to increased sales and revenue using strategic analysis, marketing development and sales force improvement to help them “Perform at Their Highest Levels”. www.businessyoda.com
Do you have a business you want to take to the next level? We would love to hear from you!
Tom “at” wboardgroup.com | 888-724-7684 (888-Schroth) | www.wboardgroup.com