The traditional elevator pitch is a tactic that we’ve all been trained to use at some point in our sales careers. We’ve put so much time into creating the perfect elevator pitch that doesn’t even work. Elevator pitches fail more times than they succeed because of the stress that’s created when we try to give too much information about ourselves in a short period of time. Here are three reasons why the traditional elevator pitch is ineffective and why you need to ditch the pitch!
1. Too Short
Traditional elevator pitches are usually no more than 30 seconds. That is not enough time to fully explain what you do and how your company can provide value. Within those 30 seconds, you completely overwhelm the person who is listening. Instead of throwing out as much information as possible in an abbreviated time, relax and take your time.
Instead of trying to get your prospects interested in you, be interested in them. In other words, don’t talk at your prospects. Use questions to find out more about them. This will lead to more intimate conversations. You’ll be more likely to uncover issues and problems that you can help them alleviate or solve.
2. Too Much Emphasis on You
Amateur salespeople use elevator pitches to attract attention to themselves. When you’re doing all the talking, the person you’re pitching may feel undervalued. While you are running your mouth you are not listening. When you pitch instead of listening, you are sending the message that you care more about yourself than your prospect.
Shift the focus of your conversation to your prospect. When you take the spotlight off of yourself and put it on the other person, you’ll demonstrate that you are interested in learning more about them and what they’re dealing with. By listening, you’re able to discover if the person is actually a prospect for you.
3. Too Unauthentic
When you use a traditional elevator pitch, you do not look authentic. Your elevator pitch will turn you into an automated version of yourself. You end up just spitting out memorized lines with no feeling or emotion. Your prospect might as well be talking to a robot. When you try to dictate every single memorized word, you run the risk of slipping up and forgetting a line. When you slip up, you run the risk of embarrassing yourself and looking like an amateur salesperson. Instead of memorizing a script, just be yourself. It’s important to have talking points, but don’t be overbearing. Let the other person get to know the true you.
Your days of using 30-second scripted sales pitches are over. It’s time for you to start having more deep and intentional conversations. Utilize the power behind asking effective open ended-questions and listening to really get to know your prospects. When you do this, you’ll find yourself developing meaningful relationships which will ultimately lead to growing your sales.
Founder of RedRock Leadership