THE ANTI-ELEVATOR PITCH.
How to avoid giving the dreaded elevator pitch. And, instead, having an unforgettable conversation with your prospect.
Went to a marketing event with a secret agenda. To see how good, bad, and ugly the attendees were at elevator pitches (and, thus, at building their brands).
Over a 3-day period that included pre- and post-event cafes, restaurants, hotel lobbies, I spoke to 94 people. With a grading scale of "4.0 Totally Engaging" to "1.0 Drivel," the average grade was "2.5 Barely Tolerable."
As in, "um, oh, my, look at the time, gotta make a call, nice meeting you!"
Many weren't more than 1.0. Few seemed aware of the difference between an elevator pitch and a real conversation that builds your Brand, which is your business.
So, herE’S my "3-Step Guide to Never Doing Another Elevator Pitch"
1. Think-to-Know the difference between…
—- Boringly Accurate: "Well, what we do is..." (Notice: it's all about you, your product, your service. You, you, you. —— Engagingly True: "Doesn't it suck when you..." (Notice: It’s about them. Their world, their problem, their life.)
2. Stop auto pilot on elevator pitch and employ an Anti-Elevator-Pitch...
3. Instead of pitching your yada-yada product, brand, solution — Spark Empathy on The PROBLEM.
And LISTEN, really listen. To engage in a real, Original CONVERSATION.
***
Here's a Classic Example (imagine a time when this brand was unknown or little known.)
Prospect: "So, what's Uhh-bar?...did I pronounce it right...what's Uhbar do?"
Your Dreaded Elevator Pitch: "Well, actually it’s pronounced oo-ber. We are a new, revolutionary service and technology that is going to change the world. What we do is (blah blah blah...no interaction).
Your Anti-Elevator Pitch: "Ha, yeah, you were close, it's pronounced ooo-ber. Hey, Audrey, let me ask you, ever try to hail a taxi in New York City — in the rain?"
Prospect: "Ha, oh, yeah, forget it...same problem every city."
You (now in a conversation, not a pitch): Yeah, trying to get a taxi can really suck, right?"
Prospect: "That's just life I guess"
You: "... and you know what sucks even worse?"
Prospect (engaged, listening, curious)...
You: "…when you finally get to your destination, you have to pay the driver, wait for a receipt… and now you're bloody late for your meeting..."
Prospect: "...in your now soaken wet clothes!"
You: "Ha! Exactly. So, Audrey, What If...you never had to hail a taxi again — And when you got to your destination, you didn't even have to pay the driver? And we're not talking about a limousine service...just a DIFFERENT way to get to where you need to be, on time, no hassles."
Prospect: "Ok, you got me on the edge of my crummy taxi seat here....How exactly does this work?!!
You: 1. .... 2. ... 3. ... (Nowww, with them leaning in, you can talk to product, etc...succinctly, 1. 2. 3.)
*** Welcome to building your Brand, your business, with conversation vs pitch ***