Watch CBSN Live

How to Improve an Elevator Pitch

This morning in the post "World's Worst Elevator Pitches" I tore apart a couple of very similar elevator pitches. It wouldn't be fair to do that without offering a rewrite, so here goes.

Since the two pitches are both for training/consulting firms, we can do a single rewrite for both of them. Let's use Barry Rhein's elevator pitch structure:
PART 1. The lead-in. Provide the conceptual/emotional framework.
"Our firm turns average employees into top-earning superstars."
Part 2. The contents. Information that will intrigue the prospect.
"Based on scientific research, we've come up with a completely unique way to get employees focused on customers. It's so effective, in fact, that [famous former customer] said we increased their net margin by 27 percent in one year."
Part 3. The engagement. An open-ended conversation starter.
"Just out of curiosity, what training have you given to your people to keep them customer focused?" [Listen to response]

Part 4: Call to action. If prospect shows interest, ask for a meeting.
"I would love to have an initial phone conversation with you about customer-focused training. What is the best way to get on your calendar?"
I guarantee that the elevator pitch above will generate more follow-on sales than those pitiful originals.

But I'll be that somebody out there can do even better.

READERS: Feel free to post your own rewrite!

View CBS News In
CBS News App Open
Chrome Safari Continue
Be the first to know
Get browser notifications for breaking news, live events, and exclusive reporting.