When account reps, customer service reps, and others in sales find they have to briefly describe three problems they solve in emotional terms, they often balk. Some refuse. The other ingredients in the recipe for a compelling elevator pitch are: name, ransom statement, and hook question. No one who deals directly with customers or clients seems to have a problem with these.

full action in 30 seconds

Still, to answer the question, “What do you do?” in 30 seconds or less and force the listener to ask for your business card, the pain is necessary. That is, you must indicate three discomforts or pain points that you solve to force a stranger in an elevator to get your business card before getting off the elevator.

to be prepared

Of course, an elevator speech isn’t just given in an elevator. It’s also not shared only with strangers or people who ask “What do you do?” This is why it’s important to develop a compelling elevator pitch and find opportunities to use it in a variety of situations.

name the main motivation to buy

That’s why it’s also important to transcend the objection that describing the problems you solve in emotional terms implies the taboo of ‘being negative’. In truth, the main motivator for people to buy or recommend you is that they want to relieve some kind of pain.

 say what hurts

Sales guru David Sandler ranks pain in the present as the top motivator for people to buy. When it hurts now, there is a budget and the willingness to pay for a solution.

Red ribbon

The number two reason to buy is pain in the future. When it’s going to hurt in the future if you don’t do something about it now, then the willingness and ability to spend can be strong.

yellow tape

Third of what makes people buy now is pleasure. Fun, enjoyment, comfort or emotions at this time make people open their wallets. Still, this is not as powerful as relieving worry, anger, confusion, anger, frustration, stress, or restlessness now or in the future.

green ribbon

Fourth in what motivates people to buy is pleasure in the future. The expectation of future enjoyment is powerful indeed. A good vacation, a beautiful wedding, a splendid home, a secure retirement—people save their money for these with hope in their hearts. However, savings for these can suddenly become disposable money, when something hurts badly now or is expected to get worse without preventative or corrective action.

arouse interest: fifth place

Contrary to the beliefs of many copywriters, arousing interest or curiosity ranks fifth in what gets people to buy. Some ads tell stories like, “My friends thought I was crazy until I told them how cool this is!” These appeal to reason number five to spend.

positivity is not always the best

A major problem for many in describing what they do is their insistence on addressing one of the bottom three reasons people do business with them. They smile and want to be positive. They want to express contagious enthusiasm for the wonderful goods and services they sell. An example of what tops this: “People come to me worried about their career.”

the unexpected works

One of the main reasons many of the same people oppose following the formula for a compelling elevator pitch is that they find it inappropriate to talk about their customers having “negative” feelings. This is particularly true when asked “What do you do?” That’s why direct and unexpected truth works.

break the ‘negativity’ taboo with relevance

Although it may seem counterintuitive to some, a compelling elevator pitch is really that simple: When you give your name, identify in emotional terms three problems that you solve (why people buy from you), indicate that you solve those problems, and ask if there is some. of this is worth discussing, then answer the question meaningfully. These are the steps to a compelling elevator pitch. Get this right and people will ask for your card.

it works

This is the way to tell people what you do in a way that anyone can understand in terms of relevance to themselves and those close to them. Customize the three pains based on your understanding of the questioner, and they may ask you another question: “Can I have your business card?” That’s when an elevator pitch is compelling.

– Glenn R Harrington, Articulate Consultants

http://www.articulate.ca/