The Elevator Pitch 2.0

The other day I was thinking about a class that I took in college and about one of the assignments we were given, which was to develop an elevator pitch for ourselves as individuals looking for a job as well as for our fictitious business. The premise: If you were riding an elevator with a potentially influential person (who could either hire you or become your customer or investor), what would you say to them to make an impression? It sounds much easier than it is. While the importance of having an effective elevator pitch hasn’t changed, something else has. It’s not just about a 10 second conversation in an elevator (or at a tradeshow) anymore. These days, you have so many channels available to you to touch your target audience. Do you have a customized and effective pitch for each one? You want to be agile and adapt to each situation quickly. Let’s take a look at some of the other elevator pitches that you might want to consider:

  • One Tweet. If you only had 140 characters to tell people about your company, your product or your services, what would you say? What’s your value proposition? What makes you remarkable? It’s a great exercise to go through with everybody in your company, as it will not only generate a plethora of great marketing ideas, but it will also give you a great barometer of how synchronized all of your team members are when it comes to your sales and marketing strategy.
  • PPC Ads. Here’s another idea. Have each person on your marketing team (and you may open it up to other departments, too) come up with at least two different Pay Per Clicks ads each. Then, meet as a group and discuss which ads you think will render the best results and why. Next, based on your findings, collectively create the two ads that you think will work best and start A/B testing. As always, analyze and learn from your results.
  • One voice mail. Yes, we focus on inbound marketing, but let’s be honest. How many B2B companies rely 100% on inbound marketing and never make a cold call? I’d love to know. But be that as it may, every sales rep will make a call at some point – whether it’s a cold call or a response to an inbound inquiry. What will you say that makes a lasting impression and that will trigger your prospects to want to learn more?
  • One call. In the same vein, what’s your pitch when someone picks up the phone? I highly recommend doing some role playing, so that you can optimally prepare your sales team for the majority of the scenarios that they may encounter.
  • One email. There are three main types of email pitches. One: You left a voice mail with someone, but want to make sure that they have your contact information handy in an email. Two: You had a phone conversation with someone and are following up with next steps.  What do you write to ensure that your prospect remembers you and gets back in touch? Three: Your prospect doesn’t know your voice. You never had a personal exchange with them, but you have their contact information because they filled out a form on your site. How do you best make a personal connection with that person?
  • A landing page. Obviously, your pitch depends on the purpose of your landing page, but what’s important is that you reach the highest conversion rate (visitors to leads rate) possible. What are your top three landing pages? Which ones are the low performers? Discuss the components that work best and fine-tune your approach.
  • The non pitch. Here’s another thing to keep in mind. You don’t always have to pitch your product. After all, building trust and relationships is what matters most. How do you best provide value to your target audience without being salesy? This topic alone is worth an ongoing conversation with your sales and your marketing teams.

What are your thoughts? What are some other forms of elevator pitches that you would want to craft?

Kat is the CEO of Spectate. Her goal is to empower users to create and manage their web content and to provide them with the tools to become even better content marketers. Connect with Kat on Google+!

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