How To Create A 30-Second Elevator Pitch
First of all, why the heck do you need an elevator pitch?
Imagine this: if you only had 30 seconds, what would you tell a prospect to convince them to buy your product?
Sometimes this will be a real scenario.
Your prospect will tell you they don’t have much time, but they’re willing to listen to what you have to offer, if you can make it quick.
What do you say in a moment like that?
What is an elevator pitch?
The name originates from the idea that the salesperson should be able to deliver their “elevator pitch” within the time frame of a single elevator ride, usually 30 seconds.
Maybe 60 seconds at most, if it’s a really tall building.
Gabe Larsen, VP of Growth at Kustomer, writes,
“Salespeople are past the point of giving prospects hour-long presentations … Nobody has that kind of time … They’re called elevator pitches for a reason … I should be able to understand what you have to offer in the time it takes to get from the lobby to my floor.”
How many words are in an elevator pitch?
Okay, 30 seconds isn’t that much time, so every word has to count.
But giving your elevator pitch isn’t a speed-talking competition. Your speaking tempo still needs to be calm and slow.
If we assume a slower-than-average speaking rate of 120 WPM (words per minute) …
Then you’ve got about 60 words to craft your elevator pitch.
Now, what can we do with 60 words?
Here’s a simple formula for crafting your own elevator pitch:
Name of your company + product or service + who you serve + problem you solve
Here are some examples:
Lyft is a ride-sharing platform that helps people get where they want to go.
Hippo is an online insurance platform that helps homeowners get home insurance up to 25% cheaper in less than 5 minutes.
Away is a travel product retailer that provides modern luggage for the modern traveller.
Break Into Tech Sales is a website that provides educational resources for individuals seeking sales career opportunities in tech.
End your elevator pitch with a question.
Okay, so you’ve delivered an Oscar-worthy elevator pitch.
Now don’t just stand there!
We call this a “cliffhanger.”
When a salesperson makes a statement and then they doesn’t say anything afterwards.
It’s awkward.
You should always be leading the way for your prospect throughout the sales encounter, so they almost don’t even have to think.
After you’ve given your elevator pitch, ask an open-ended question that gets your prospect talking.
Click here to read about asking better questions.
And once you get your prospect talking, steer the conversation so that you can start qualifying.
Click here to read more about qualifying.
And voila! Now you’re halfway into the sales encounter.
Here’s an example of using an elevator pitch on a cold call:
Prospect:
“Hello?”
Salesperson:
“Hey, is this Bob?”
Prospect:
“Uh, yea, who’s this?”
Salesperson:
“Hey Bob! This is <your name> from <your company>. How’s your day going so far?”
Prospect:
“Fine. What do you want?”
Salesperson:
“So the reason for my call today, Bob … I noticed on the website for your restaurant that you offer delivery and take-out. Some other restaurants in your area have joined our food delivery platform and they are experiencing a 50% increase in orders. Is this something you’re interested in hearing more about?”
There’s the elevator pitch ^
Prospect:
“Uh, I guess.”
Salesperson:
“Great! There were some things I wasn’t able to find on your website, do you mind if I ask you a few more questions?”
Prospect:
“Sure, but make it quick.”
And then start qualifying …
Click here to read more about qualifying.
Video examples!
If you scroll down to the bottom of this post from HubSpot, you’ll find several pretty solid video examples of sales pitches under 60 seconds.
Even if you’re in phone sales, as opposed to in-person sales, just close your eyes and imagine these elevator pitches on the phone.