Why Your Elevator Pitch Stinks

Almost every sales organization trains its sales folk to use some kind of "elevator pitch" which is supposed to "hook" a prospect in a few seconds. However, most elevator pitches don't work because:

• They're way too long, so the prospect loses interest.
• They're too detailed, so the prospect feels overwhelmed.
• They lack enthusiasm, so the prospect becomes bored.
• There's no follow-through, so the pitch doesn't lead to a sale.

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According to sales wunderkind Barry Rhein, elevator pitches should be:

• Crisp. A good target length is ten to twenty seconds.
• Pertinent. They hit key points, without using jargon.
• Energetic. The sales pro's enthusiasm and commitment shines through.
• Focused. The pitch results in a meeting with the prospect.

1. The lead-in. Provide the conceptual and emotional framework that appropriately positions the second element.
2. The contents. Specific information about the rep, the firm or the offering that will intrigue the prospect.
3. The engagement. An open-ended conversation starter that assesses the prospect's interest and starts a conversation.
4. The call to action. The sales rep asks for a meeting to discuss the matter further, thereby moving the sale forward.

For an example of how to do it right (and wrong) check out the following posts:

• How to Rewrite an Elevator Pitch (Pt. 1)
• How to Rewrite an Elevator Pitch (Pt. 2)
• How to Rewrite an Elevator Pitch (Pt. 3)