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Every business needs a succinct, eloquent and compelling  way to “pitch” their product / service, and incorporate that  pitch into all inbound and outbound methodologies. However, when it comes to the method of  B2B  Telemarketing, it’s even more important to get that  pitch  nailed straightaway. 

 You only have the prospects’ attention  for a few seconds before they get bored and hang up, and if you haven’t hit them with a pitch that grabs their attention and keeps their interest, then you have just wasted all that effort even getting past the gatekeeper (generally when you  make a   cold call into a company you will have between 8-10 seconds to get across why you are calling and why they should be interested in hearing more!).

 

Many companies make the mistake of confusing an Elevator Pitch with a Sales Pitch. We are not talking here about how you would present all the features and benefits of your product / solution in a sales presentation.  What we need to consider is how to pique an interest and open up dialogue in a telemarketing environment. 

 

This post is going to explain everything you need to know about how to craft the perfect elevator pitch. So whether you're starting from scratch or just want to brush up your current pitch, here are some tips to keep in mind! We will walk you through how to structure an Elevator Pitch and the top ‘DOs’ and DON’Ts when creating and delivering an effective elevator pitch.

 

So first of all, let’s take a look at a definition of an Elevator Pitch: According to entrepreneur.com “An elevator pitch is a conversation, or an ice breaker, that will (hopefully) lead into a deeper dialogue about the functionality, and specialty, of what you and your company can offer”.  I think that’s a great way of looking at it from a telemarketing perspective. It really is about how to break the ice and open up into further dialogue. It should pique your audience’s interest and make them want to hear more.  A successful pitch is where the other person relaxes and says “That’s interesting. Tell me more.”

 

People can start off polite, but usually it really comes down to answering that pivotal question: "What can you do for me?" To get to this point, introduce yourself and address a problem early on. Explain the benefits your company can offer, which is ultimately a real solution. Personalise this person's problem into a question and give them the best solution: your company.  You can achieve this by following these key steps:

HOW TO STRUCTURE AN ELEVATOR PITCH

Step #1: Develop a Captivating “Introductory Sentence”

  • It should be how you respond to the ubiquitous question of “What does your company do?”
  • Keep it brief (10 seconds)
  • Put it in layman’s terms -  avoid unnecessary words and industry jargon.  Remember your prospect probably doesn’t operate in your industry and can be put off by terminology they don’t know.

 

Step #2: Elaborate with a common challenge your product / solution helps address

  • Explain how your service solves the prospects problems or improves their situation. 
  • Think about some of your best customers.  What was their major challenge? How did you help them? What benefits do they see?

Step #3: Explain the benefits your company can offer

  • Demonstrate how your company can deliver specific quantifiable benefits

 

Step #4: Unique Differentiation

  • Explain why they should buy from you and not from the competition.

 
So now we understand how to structure an Elevator Pitch, let’s take a look at some top DOs and DON’Ts when creating and delivering an effective elevator pitch...

DOS AND DON’TS WHEN CREATING AND DELIVERING AN EFFECTIVE ELEVATOR PITCH

DO:

  • Keep it  SHORT. 60 seconds is a long time to talk uninterrupted. An elevator pitch is NOT a sales pitch. Think 10 seconds, not 60! (Wonder why it’s called an elevator pitch? Because you should be able to deliver the information in the time it takes to ride an elevator)
  • TAILOR your pitch to the audience. For example, the key challenges that an IT Director will face differs from an FD and likewise the benefits they will see from a solution will also differ, so it’s important to tailor this part of your pitch creation to the ‘Buyer Persona’ you are pitching to.  Remember, once size does not fit all.
  • Use EVERYDAY LANGUAGE. Avoid words like “synergy”, “optimize”, “efficiency”, ROI” and so on. These words SCREAM “sales pitch” and will have your panicked prospect looking for the exit signs. Try to cross out all the cliches and marketing-speak.
  • Practice the DELIVERY before presenting to a prospect.  The key here is to get the right mix of professionalism and energy, without seeming so excited that you're distracting or off-putting. Or worse, desperate!

 

DON’T:

  • Do not confuse an elevator pitch with a sales pitch - This is probably the biggest mistake people make when creating their pitch. Remember that your pitch is a relaxed, conversational introduction that involves the listener and compels him/her to take action. That is the key. Making your pitch all about how great your company and products / services are will put prospects off.   Although you do need to provide a brief intro to what your company does, remember the ‘"What can you do for me?" point we made earlier?   All the prospect wants to hear is that you can provide a solution to a specific challenge they face, and back this up with a credibility statement of why they should buy from your company.
  • Don't try to explain a complicated concept in your brief elevator pitch – keep it simple.  If you use acronyms, techno-babble or industry specific jargon in your elevator pitch, you will have a difficult time engaging the majority of the people you speak to.  Simplify complex concepts into quick, benefit-heavy chat.
  • Don't forget to practice your written pitch out loud.  When it looks good on paper, read it out loud and listen. Is there a natural cadence to your pitch? Are the words easy to form and speak? Are you covering all of the important points? Is your passion and energy coming through? Play around with the words until they sound conversational, friendly and natural. When reading the pitch back it’s helpful to consider the following:

o    Did it clearly explain what the business does?

o    Was it clear what problem the business solved?

o    Did the pitch back up claims with verifiable data, focused on business benefits?

o    Did it explain how the business was different to its competitors?

o    Was the pitch the right length?

 

 

In Summary

In a B2B Telemarketing environment every business needs a succinct, eloquent and compelling way to “pitch” their product / service. It’s the best way to connect when faced with a limited amount of time — following these dos and don’ts will help to maximize impact, open up more discussions and close more leads. 

 

 

 

Next steps...

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