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Elevator Pitch

by PaulintheSticks
75 replies
Any feedback on this elevator pitch is greatly appreciated as always. Not sure about the last part so I've got two possible wordings. At this point I like the 2nd ending.

I help make small businesses more profitable by working one on one with owners helping them to focus on improving what they're already doing in sales and marketing....

by identifying the growth opportunities that bring the highest roi and then implementing a plan to maximize those.

or

to get the best roi.
#elevator #pitch
  • Profile picture of the author bawls
    Originally Posted by PaulintheSticks View Post

    Any feedback on this elevator pitch is greatly appreciated as always. Not sure about the last part so I've got two possible wordings. At this point I like the 2nd ending.

    I help make small businesses more profitable by working one on one with owners helping them to focus on improving what they're already doing in sales and marketing....

    by identifying the growth opportunities that bring the highest roi and then implementing a plan to take maximize those.

    or

    to get the best roi, instead of adding new services.
    are you targeting sbo using PPC?
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  • Profile picture of the author PaulintheSticks
    I just started a ppc lead gen campaign on Facebook since I got a $50 coupon but ppc on search engines is very low priority although I'll probably test it at some point.
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    • Profile picture of the author 63lincoln
      My experience with small business owners is that money gets their attention. I would not use the terms "sales" "marketing" or "roi". Many business owners don't know what "roi" is.

      What pain point of theirs are you going to make better?
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  • Profile picture of the author PaulintheSticks
    What pain point of theirs are you going to make better?
    That's where the "more profitable" comes in.

    Its funny you say that because I was just reading in one of Dan Kennedy's books and he says specifically, if you are selling professional services to business owners to use ROI because that's their language.

    To me it makes sense to use the language of your target market. That way if they don't understand your message you weed out the ones that won't be a good fit. If they don't know what roi means, they're probably not my market anyway.

    Maybe I'm off base though.
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    • Profile picture of the author bawls
      I think four dollars profit for every dollar spent is better if it matches the context of the conversation.

      I sell with arrogance and indifference to the sell, because I believe in what I am selling and I am really doing them a favor.
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    • Profile picture of the author 63lincoln
      Originally Posted by PaulintheSticks View Post

      That's where the "more profitable" comes in.
      For me it would be specifically what "pain" do you remedy to get them more profitable? In my case if a business has bad reviews I would say "I build 5 star reputations for businesses".

      Originally Posted by PaulintheSticks View Post

      Its funny you say that because I was just reading in one of Dan Kennedy's books and he says specifically, if you are selling professional services to business owners to use ROI because that's their language.

      To me it makes sense to use the language of your target market. That way if they don't understand your message you weed out the ones that won't be a good fit. If they don't know what roi means, they're probably not my market anyway.

      Maybe I'm off base though.
      You are correct. If your target understands ROI then use it.

      My experience with small business owners has been to really simplify things, especially when it comes to anything Internet Marketing. I don't use words like "SEO" etc. I make it about getting butts thru the doors and money in their pockets.

      They don't care how you do it. They just want the phone to ring.
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      • Profile picture of the author bawls
        Originally Posted by 63lincoln View Post


        They don't care how you do it. They just want the phone to ring.
        preach the gospel, brother.
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      • Profile picture of the author PaulintheSticks
        Originally Posted by 63lincoln View Post

        My experience with small business owners has been to really simplify things, especially when it comes to anything Internet Marketing. I don't use words like "SEO" etc. I make it about getting butts thru the doors and money in their pockets.

        They don't care how you do it. They just want the phone to ring.
        I got ya.

        We have a different business model and different market for sure.

        I sell consulting on the front end to help business owners improve their operations making them more profitable. I'm assuming you sell internet marketing services on the front end that bring in new business or leads.

        I considered your approach but to me it makes more sense for business owners to work on their fundamentals rather than band aid solutions.

        Yea, I know..sell them what they want not what they need. So my goal is to educate sbo's so they understand that they need to work on their fundamentals. If I can do that and help them, I'm guessing I'll get tons of internet marketing business on the backend.

        To be honest, I'm just getting started so I guess I'll find out soon enough whether there is a market for my services. One thing for sure, it does differentiate me from the typical marketing consultant.
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        • Profile picture of the author bawls
          Originally Posted by PaulintheSticks View Post

          I got ya.

          We have a different business model and different market for sure.

          I sell consulting on the front end to help business owners improve their operations making them more profitable. I'm assuming you sell internet marketing services on the front end that bring in new business or leads.

          I considered your approach but to me it makes more sense for business owners to work on their fundamentals rather than band aid solutions.

          Yea, I know..sell them what they want not what they need. So my goal is to educate sbo's so they understand that they need to work on their fundamentals. If I can do that and help them, I'm guessing I'll get tons of internet marketing business on the backend.

          To be honest, I'm just getting started so I guess I'll find out soon enough whether there is a market for my services. One thing for sure, it does differentiate me from the typical marketing consultant.
          If you give them what they want they surly will listen to what you say after that...but the economy is bad and its hard enough to sell what they want ... so selling what they don't know they need is very hard.
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  • Profile picture of the author Claude Whitacre
    Originally Posted by PaulintheSticks View Post

    Any feedback on this elevator pitch is greatly appreciated as always. Not sure about the last part so I've got two possible wordings. At this point I like the 2nd ending.

    I help make small businesses more profitable by working one on one with owners helping them to focus on improving what they're already doing in sales and marketing....

    by identifying the growth opportunities that bring the highest roi and then implementing a plan to maximize those.

    or

    to get the best roi.
    Paul; I don't mean this personally. But your post asked the question.

    Are you asking what you would really say if someone asked what you do? In your entire life, have you ever heard anyone talk that way in a real conversation?

    I'm not being mean. I'm serious. Every elevator speech I've ever heard is nonsense. Something that sounds like Shakespeare. Ornate, broad, but nothing anyone would really say in real life.

    Your elevator speech should also be something that someone could say "Yes" to..or "We should talk"....or "How do you do that?"

    I have two elevator speeches. If I'm not talking to a business owners (in my area)..I say "I sell $800 vacuum cleaners for $399". Why? Because those are words that a human being would say in a conversation. And you know what? about one time in ten they say "Really? What kind?" or something like that. And yes, I've had people buy high end (usually more than $399) vacuums from me as a direct result of that little talk.

    If I'm talking to someone out of my area (not a retail prospect), and I think they may own a small company I say "I work with small business owners. Do you own a small business?"
    "Yes".
    "Have you ever had a customer say that they found you online?"
    "Yes"
    "Would you like more of those customers?"
    "Yes"
    "Then we should talk. Tell me a little about what you do". or "Then we should talk. Give me your card" They give me their card. "Now, will you be in tomorrow at 2?".

    And I make it sound like I have that conversation 1,000 times a day.
    Do you know why I ask if they own a small business?
    Because if they don't...everything else I say is wasted, and will sound silly.
    Then I'll say "I work with business owners. What do you do?". And change the subject.

    With most elevator speeches, you may think you sound like a business person, but what they hear is "I help maximize the profit potential of..blah, blah, blah....while integrating..blah blah blah...". And they just want to kill themselves.

    And...to be honest, I've never actually heard anyone give an elevator speech like they create in seminars...or on forums. Never in my life. Weird.

    Added after a minute of reflection; I think this is automatic with me now, so I don't do it consciously. But my little question sequence doesn't give them any information for them to say "No" to. I want the person saying "No" to be me. In fact. I look for opportunities to say "No". The first person that can say "No" to the other one, is the one controlling the conversation.

    And I'm willing to lose them.
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  • Profile picture of the author bizgrower
    ummmmmmmmmm. What Claude said. Again and as usual.
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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  • Profile picture of the author PaulintheSticks
    ok maybe I should just say I help small businesses be more profitable by improving their sales and marketing.
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    • Profile picture of the author 63lincoln
      Originally Posted by PaulintheSticks View Post

      ok maybe I should just say I help small businesses be more profitable by improving their sales and marketing.
      What services are you offering?
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    • Profile picture of the author Claude Whitacre
      Originally Posted by PaulintheSticks View Post

      ok maybe I should just say I help small businesses be more profitable by improving their sales and marketing.
      Paul; Not terrible, but there should be more. The purpose of an elevator talk is to further the discussion, if they are a prospect...and not if they aren't a prospect. That's the reason my elevator pitches start with a question. They have to be engaged.

      My goal is (if they are a prospect) to have them think "Wow! I need to talk to this guy!". I want it to sound like I have the exact answer to their exact problem.

      When working a trade show floor talking to people who may hire a speaker..

      I say "Do you have meetings or trade shows with groups of business owners?"
      "Yes"
      "Do you want them to leave the meeting feeling that they got the best experience of their life?"
      "Yes"
      "Tell me about your group. I may be able to help".

      Or;
      I say "Do you have meetings or trade shows with groups of business owners?"
      "No. I'm the guy that takes care of the lights"
      "Great. Could you tell me where the restroom is?"

      With all these examples, they have to ask me "What do you do?". Opening a conversation with "Hi. Do you..." would be much harder, I would think.

      For awhile my elevator talk (when just starting my offline business) was "I show small business owners how to dominate the search engines".

      And I really said it. Almost always I would get "Sounds interesting. Did you catch the game last night?" or something like that.

      Another reason I ask a question is...
      Most people that ask what you do...really don't care. It's another way of saying "Hi, how are you?". They don't really want to know what you do. It's a social lubricant.

      So I force the issue (just a tad) by asking a question that qualifies them in or out. Because now we are talking about what they do. And the dynamic is completely different.

      Hope this helps.

      PS (Sorry old habits)
      I got the idea from the Joel Bauer book. He goes around trade shows cold canvasing to be hired (right then) as their booth spokesperson. Out of the entire book, it's one of only two ideas that I saw value in. But Man...can this guy create a crowd. And his elevator speech chapter was a real eye opener for me. That's where I got the idea of asking the qualifying question first.

      Great stuff.
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      • Profile picture of the author PaulintheSticks
        Originally Posted by Claude Whitacre View Post

        Paul; Not terrible, but there should be more.
        I'll take that as a compliment.

        My goal is (if they are a prospect) to have them think "Wow! I need to talk to this guy!". I want it to sound like I have the exact answer to their exact problem.
        Yea and do it without using hype or claims you can't back up.

        Or;
        I say "Do you have meetings or trade shows with groups of business owners?"
        "No. I'm the guy that takes care of the lights"
        "Great. Could you tell me where the restroom is?"
        lol

        So I force the issue (just a tad) by asking a question that qualifies them in or out. Because now we are talking about what they do. And the dynamic is completely different.
        I get the question a lot and have been saying I'm a small business consultant. Real exciting eh? And now I'm doing a lot of networking meetings and people really want to know what you do. I'm sure you know the routine. You stand up and get 30 seconds to tell the room what you do.

        Hope this helps.
        Yea, thanks.
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        • Profile picture of the author bawls
          You really have to drink the cool aid yourself to be a good salesman, you need to believe and be excited about your clients future, Can't stammer or waver from the gospel because they want a zealot.

          But...you cant want to sell them anything, they will smell that, so, you can take the stance of you don't give a Sh@t if they use you or not but they do need this if they don't want to go the way of the dinosaurs.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by PaulintheSticks View Post

          You stand up and get 30 seconds to tell the room what you do.
          Oh...THAT. I do them too. I stand up and say "Claude Whitacre. Small business owners bring me in to show them the most painless way to use the internet to generate buyers coming through their doors."

          It's a subtle command if they are a small business owner. Usually, at the break, I'll get one or two ask me for more details. But I never get bothered by people that don't own businesses.
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          • Profile picture of the author 63lincoln
            Originally Posted by Claude Whitacre View Post

            Oh...THAT. I do them too. I stand up and say "Claude Whitacre. Small business owners bring me in to show them the most painless way to use the internet to generate buyers coming through their doors."
            And we have our elevator pitch. Claude, could I borrow this pitch if I promise to make $10,000 with it?
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            • Profile picture of the author kenmichaels
              Originally Posted by 63lincoln View Post

              And we have our elevator pitch. Claude, could I borrow this pitch if I promise to make $10,000 with it?
              He will be severely disappointed if that's all you make.
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            • Profile picture of the author Claude Whitacre
              Originally Posted by 63lincoln View Post

              And we have our elevator pitch. Claude, could I borrow this pitch if I promise to make $10,000 with it?
              I'd be honored.
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          • Profile picture of the author serryjw
            Originally Posted by Claude Whitacre View Post

            Oh...THAT. I do them too. I stand up and say "Claude Whitacre. Small business owners bring me in to show them the most painless way to use the internet to generate buyers coming through their doors."

            It's a subtle command if they are a small business owner. Usually, at the break, I'll get one or two ask me for more details. But I never get bothered by people that don't own businesses.
            most painless way to use the internet to generate buyers coming through their doors.
            I LOVE it!!
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            • Profile picture of the author DABK
              Dan Kennedy's elevator speech. I don't remember what book I got it from.

              I work with entrepreneurs and companies to cut all the fat and waste out of their advertising and make their sales people or efforts at least 500% productive, guaranteed.
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              • Profile picture of the author Claude Whitacre
                Originally Posted by DABK View Post

                Dan Kennedy's elevator speech. I don't remember what book I got it from.

                I work with entrepreneurs and companies to cut all the fat and waste out of their advertising and make their sales people or efforts at least 500% productive, guaranteed.
                Do you know what I think these things are? I think they are things you say in a networking meeting...your 30 second commercial. Mine is similar.

                But in an actual conversation? I've never heard anyone talk like this.

                Survey; Has anyone reading this ever had a businessperson give one of these 30 second commercials...in regular conversation?

                I know I haven't. Maybe if it was like this;


                "I work with entrepreneurs to make their ads at least 500% more productive, guaranteed."

                It would still sound a little strange in a conversation, but it wouldn't take too long. And any prospect would ask "How do you do that?", which is what you want.
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                • Profile picture of the author PaulintheSticks
                  Originally Posted by Claude Whitacre View Post

                  Do you know what I think these things are? I think they are things you say in a networking meeting...your 30 second commercial. Mine is similar.
                  Yea, that's really why I put this together.

                  "I work with entrepreneurs to make their ads at least 500% more productive, guaranteed."

                  It would still sound a little strange in a conversation, but it wouldn't take too long. And any prospect would ask "How do you do that?", which is what you want.
                  I don't think its strange at all. I mean, yea, don't sound like a robot but make it as conversational as possible by throwing in a "well, "uh" or two but as long as it gets the point across, its all good in my book.
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                  • Profile picture of the author Claude Whitacre
                    Originally Posted by PaulintheSticks View Post

                    I don't think its strange at all. I mean, yea, don't sound like a robot but make it as conversational as possible by throwing in a "well, "uh" or two but as long as it gets the point across, its all good in my book.
                    Maybe. And I see now that you really meant "Networking 30 second pitch" more than "conversation in a hallway".

                    "I work with entrepreneurs to make their ads at least 500% more productive, guaranteed."

                    Yes, I see it now. Of course this is after the statement went through the "Claude Whitacre elevator speech washing machine". So I am now going to agree with you. The statement I re-wrote is genius!

                    Originally Posted by misterme View Post

                    No, actually the last industry networking event I attended, when asked what I did I said, "I'm a photographer - but tell me more about [whatever they're about] - that's really interesting! [or some such statement that shows fascinating interest in them]"

                    Next industry event I'm collecting quotes to be included in my next book which shall be distributed freely to prospective mutual clients. Get it?
                    I don't know, man...this whole "ask sincere questions" thing sounds a lot like work. And I have real issues with this "Show an interest in your prospective client" thing you have.

                    Have you run the numbers on this? Your attitude scares me.
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                • Profile picture of the author DABK
                  I think that depends on your style. I've heard him speak. I think it fits his style, he can make it sound normal.

                  I added it because I think it has the elements you must have and nothing more.

                  I've used it, with a smaller % guarantee, alas. People do ask questions.

                  I've also used my business card. Yes, they say, What do you do? and I give them my card. Except on the front I have, in big red letters, it would have something like
                  Get 16.37% off your next order when you mention this card

                  They all want to know how I came up with 16.37%. Which lets me say anything I want...

                  The point is to have an odd number.

                  Originally Posted by Claude Whitacre View Post

                  Do you know what I think these things are? I think they are things you say in a networking meeting...your 30 second commercial. Mine is similar.

                  But in an actual conversation? I've never heard anyone talk like this.

                  Survey; Has anyone reading this ever had a businessperson give one of these 30 second commercials...in regular conversation?

                  I know I haven't. Maybe if it was like this;


                  "I work with entrepreneurs to make their ads at least 500% more productive, guaranteed."

                  It would still sound a little strange in a conversation, but it wouldn't take too long. And any prospect would ask "How do you do that?", which is what you want.
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                • Profile picture of the author misterme
                  Originally Posted by Claude Whitacre View Post

                  Survey; Has anyone reading this ever had a businessperson give one of these 30 second commercials...in regular conversation?
                  No, actually the last industry networking event I attended, when asked what I did I said, "I'm a photographer - but tell me more about [whatever they're about] - that's really interesting! [or some such statement that shows fascinating interest in them]"

                  Next industry event I'm collecting quotes to be included in my next book which shall be distributed freely to prospective mutual clients. Get it?
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    • Profile picture of the author serryjw
      Originally Posted by PaulintheSticks View Post

      ok maybe I should just say I help small businesses be more profitable by improving their sales and marketing.
      I'm confused...is it sales/marketing or operations you help with?
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  • Profile picture of the author misterme
    Your elevator pitch's goal is to provoke a reaction that's more than, "is that so?" and create a wow factor.
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  • Profile picture of the author CurtisSWN
    The term elevator pitch makes me cringe. If I can't build an honest relationship with a client, I see little chance of success. I can start a conversation, but I find it more interesting if I can whet their appetite, "find their pain", but never try to get the sale then and there. Like a good movie, novel, or tv show you have to hook them to come back, don't answer every question. Leave a little mystery.

    $0.02
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    • Profile picture of the author Claude Whitacre
      Originally Posted by CurtisSWN View Post

      The term elevator pitch makes me cringe. If I can't build an honest relationship with a client, I see little chance of success. I can start a conversation, but I find it more interesting if I can whet their appetite, "find their pain", but never try to get the sale then and there. Like a good movie, novel, or tv show you have to hook them to come back, don't answer every question. Leave a little mystery.

      $0.02
      A good point. You probably can't sell in a 30 second conversation. "Elevator speech" also means any conversation outside of a sales call. Sometimes that can take on a life right then and there.

      But really in an elevator? I ask a few questions, get their card and say "Do I have your permission to call you?"

      I remember being in an elevator at a conference. I leaned against the panel that had all the buttons. Now we were going to stop at every floor.

      The elevator was full. I don't think I was very popular with the guests right at the moment.

      One of the guys in the elevator (the one most pissed) owned a company. He said, in an accusatory tone, "So what do you do?".
      He said it like "You are nothing. You don't deserve to live"
      I said "Do you own a company?"
      "Yes" ( he said it like "...and you don't!)
      "Do you have customers say that they found you online?"
      "Yes"
      "You you want more of them?"
      "Sure, but..."
      "I may be able to help. Give me your card." He gave me his card. (I didn't expect him to)
      "I'll call you when we get back. Or maybe if I have time at the conference".

      One lady looked at me like "That sure took a lot of B@lls".

      I looked at her and said "That's how you do that".

      The owner of the company started laughing. He said "Did you stop the elevator on purpose?"

      I said "I'll tell you when I call". And he laughed again.

      He hired me to speak to his group of 300 home inspectors. I did, and took in over $28,000 that day.

      Fortune favors the bold.
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      • Profile picture of the author bawls
        Originally Posted by Claude Whitacre View Post

        A good point. You probably can't sell in a 30 second conversation. "Elevator speech" also means any conversation outside of a sales call. Sometimes that can take on a life right then and there.

        But really in an elevator? I ask a few questions, get their card and say "Do I have your permission to call you?"

        I remember being in an elevator at a conference. I leaned against the panel that had all the buttons. Now we were going to stop at every floor.

        The elevator was full. I don't think I was very popular with the guests right at the moment.

        One of the guys in the elevator (the one most pissed) owned a company. He said, in an accusatory tone, "So what do you do?".
        He said it like "You are nothing. You don't deserve to live"
        I said "Do you own a company?"
        "Yes" ( he said it like "...and you don't!)
        "Do you have customers say that they found you online?"
        "Yes"
        "You you want more of them?"
        "Sure, but..."
        "I may be able to help. Give me your card." He gave me his card. (I didn't expect him to)
        "I'll call you when we get back. Or maybe if I have time at the conference".

        One lady looked at me like "That sure took a lot of B@lls".

        I looked at her and said "That's how you do that".

        The owner of the company started laughing. He said "Did you stop the elevator on purpose?"

        I said "I'll tell you when I call". And he laughed again.

        He hired me to speak to his group of 300 home inspectors. I did, and took in over $28,000 that day.

        Fortune favors the bold.
        Bawl and Brains, brother...you need them to make it in the sales world. nice moves.
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      • Profile picture of the author PanteraIM
        Originally Posted by Claude Whitacre View Post

        A good point. You probably can't sell in a 30 second conversation. "Elevator speech" also means any conversation outside of a sales call. Sometimes that can take on a life right then and there.

        But really in an elevator? I ask a few questions, get their card and say "Do I have your permission to call you?"

        I remember being in an elevator at a conference. I leaned against the panel that had all the buttons. Now we were going to stop at every floor.

        The elevator was full. I don't think I was very popular with the guests right at the moment.

        One of the guys in the elevator (the one most pissed) owned a company. He said, in an accusatory tone, "So what do you do?".
        He said it like "You are nothing. You don't deserve to live"
        I said "Do you own a company?"
        "Yes" ( he said it like "...and you don't!)
        "Do you have customers say that they found you online?"
        "Yes"
        "You you want more of them?"
        "Sure, but..."
        "I may be able to help. Give me your card." He gave me his card. (I didn't expect him to)
        "I'll call you when we get back. Or maybe if I have time at the conference".

        One lady looked at me like "That sure took a lot of B@lls".

        I looked at her and said "That's how you do that".

        The owner of the company started laughing. He said "Did you stop the elevator on purpose?"

        I said "I'll tell you when I call". And he laughed again.

        He hired me to speak to his group of 300 home inspectors. I did, and took in over $28,000 that day.

        Fortune favors the bold.
        This is cool, solid gold!

        I use basically the same pitch, except I give it a context and change it around if I know what industry the guy is in.

        'You know how people search online these days for XX in YY?'

        'Yes'

        'We are the people that get you found online, and with 88% of people searching before they buy, you gotta be found online right?'

        'I guess so'

        'Give me your business card and I'll be in touch'.
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  • Profile picture of the author ronrule
    Mystery is fun, but don't swap mystery with confusion - Too many people's elevator pitch sounds like what they would say on a 30 second infomercial... anyone can claim results, and even if I had an open mind and assume you could get the results you're saying, telling me HOW you do it is what's more interesting.

    I help make small businesses more profitable by working one on one with owners helping them to focus on improving what they're already doing in sales and marketing....
    In what way? Are you talking about conversion optimization? Internet Marketing? I still have no idea what you do or whether or not I need it at this point. And I probably won't ask, because if I detect you're trying to sell me something and I don't know what it is I'm not going to take the time to follow up so you can try to pitch to me some more.
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  • Profile picture of the author ronrule
    Haha, Claude that's brilliant.
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  • Profile picture of the author PaulintheSticks
    I help small business owners get more leads, more sales, get customers to spend more and buy more often and reduce marketing expenses by improving every aspect of their current sales and marketing operations.

    Well?
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    • Profile picture of the author Eddie Spangler
      Originally Posted by PaulintheSticks View Post


      I help make small businesses more profitable by working one on one with owners helping them to focus on improving what they're already doing in sales and marketing....

      by identifying the growth opportunities that bring the highest roi and then implementing a plan to maximize those.

      or

      to get the best roi.
      Originally Posted by PaulintheSticks View Post

      ok maybe I should just say I help small businesses be more profitable by improving their sales and marketing.
      Originally Posted by PaulintheSticks View Post

      I help small business owners get more leads, more sales, get customers to spend more and buy more often and reduce marketing expenses by improving every aspect of their current sales and marketing operations.

      Well?
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    • Profile picture of the author Claude Whitacre
      Originally Posted by PaulintheSticks View Post

      I help small business owners get more leads, more sales, get customers to spend more and buy more often and reduce marketing expenses by improving every aspect of their current sales and marketing operations.

      Well?
      Paul... NO!!!! No!!! No!!!!No!!!!NOOOO!!!!

      You just gave the listener about 5 things to think about at one time. Now they have to remember the laundry list of things you do. You will always lose them. I've heard entire songs with less lyrics. (get it? You're a musician.)

      "Small business owners bring me in when they need more sales".

      If you aren't going to ask a qualifying question first, then just give one benefit. And doesn't this approach kind of say "Now, ask me how I do that"?

      Or....

      "Do you own a small business?"
      "Yes"
      "Are you looking for ways to increase your sales without hiring another employee?"
      "Yes"
      "Then we should talk. Give me your card"
      "Here"
      "Do I have your permission to call you?" (The only reason I do this is to guarantee that I get through. They never say "No")

      Ta DA! There are 1,000 ways to skin a cat. And there are many that work as well as my approach. But this insistence on giving a Shakespearean play, every time someone asks what you do, simply doesn't get good results.


      To everyone (meaning I'm not picking on Paul)
      You know, the "elevator speech" that every business book describes, but no human being would ever really say? Don't say that.
      At least, never say it to me. I would just start laughing.
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      • Profile picture of the author PaulintheSticks
        Originally Posted by Claude Whitacre View Post

        Paul... NO!!!! No!!! No!!!!No!!!!NOOOO!!!!
        Are you sure? Point taken. One benefit.
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        • Profile picture of the author mak25
          Everyone reading this thread, make sure you read EVERY post from Claude Whitacre.

          That is, if you really want to know how to talk to business owners, get their attention, and make money yourself.

          Whether you use the advice as an 'elevator pitch', or an 'opening on the phone while prospecting', or just in simple conversation with any business person you meet.

          Thanks Claude.

          I always appreciate the wisdom of my elders.

          Oh wait...I'm older than you
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  • Profile picture of the author PaulintheSticks
    How about this:

    I help small business owners get more leads and sales without spending more money on advertising.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by PaulintheSticks View Post

      How about this:

      I help small business owners get more leads and sales without spending more money on advertising.
      I'll be honest with you...that looks pretty good.

      And it sounds like something a human being would say.

      You have the "Official Claude Whitacre Platinum Seal Of Approval"
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    • Profile picture of the author 63lincoln
      Originally Posted by PaulintheSticks View Post

      How about this:

      I help small business owners get more leads and sales without spending more money on advertising.
      Very nice. Distilled down to its basic elements.

      How about take that starting point and give it the CW (Claude Whitacre) Treatment. How would you phrase it to get to "Now, ask me how I do that" response?
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  • Profile picture of the author sdentrepreneur
    I have been knee deep in Local Business Marketing since 2007. Here is my best pitch when at Networking events.

    Q. What do you do?
    A. I generate quality leads and sales for businesses that have website.

    I stop there, become silent, that is when they can't hand me their business card fast enough :-)
    Then I cherry pick who I want to take on as a client.....
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    • Profile picture of the author Claude Whitacre
      Originally Posted by sdentrepreneur View Post

      I have been knee deep in Local Business Marketing since 2007. Here is my best pitch when at Networking events.

      Q. What do you do?
      A. I generate quality leads and sales for businesses that have website.

      I stop there, become silent, that is when they can't hand me their business card fast enough :-)
      Then I cherry pick who I want to take on as a client.....
      OK, that's pretty freakin Good. Does anyone else know why?

      Please...someone (Besides sdentrepreneur) answer fast!
      My brain is about ready to explode.


      "I generate quality leads and sales for businesses that have a website"
      I added an "A" to it because it was hurting my brain.
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      • Profile picture of the author sdentrepreneur
        Trust me guys....this works the best. I went to a Chamber Speed Mixer, had one minute to speak with 50 different business owners. I split tested my opening line. I used "I generate leads and sales for businesses that have websites" against "I am an Internet Marketing and Social Media Consultant"
        Hands down....the first one killed it....I will also go to business mixer...and instead of putting James Hickey on white name badge. I put Lead Gen or James Google. People flock around waiting for a turn to speak with me. Hence...the cherry picking begins. :-)


        Originally Posted by Claude Whitacre View Post

        OK, that's pretty freakin Good. Does anyone else know why?

        Please...someone (Besides sdentrepreneur) answer fast!
        My brain is about ready to explode.


        "I generate quality leads and sales for businesses that have a website"
        I added an "A" to it because it was hurting my brain.
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    • Profile picture of the author mojo1
      Originally Posted by sdentrepreneur View Post


      Q. What do you do?
      A. I generate quality leads and sales for businesses that have website.

      I stop there, become silent, that is when they can't hand me their business card fast enough :-)
      Then I cherry pick who I want to take on as a client.....
      This is freaking amazing on so many levels. Simple, yet deadly accurate prospect qualifier.

      Thank you for sharing sir.
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  • Profile picture of the author PaulintheSticks
    Because if they don't have a website they know they can't get his leads making it easier to sell them a website plus SEO or other lead gen services.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by PaulintheSticks View Post

      Because if they don't have a website they know they can't get his leads?
      Um...No. Here's a hint. It's nearly the exact opposite of what you said.

      I'll be honest with you, I doubt I'll be able to hold it in much longer. I may even use this one as a template. The psychology is brilliant.


      Originally Posted by PaulintheSticks View Post

      You tried to trick me with "I'll be honest with you" didn't you?
      HA! A slight redirection. The last "30 second spot" here came out of left field. But I instantly saw its use.
      I think I'm going to change my "30 second spot" because of this. This adds a method that will help gather interested prospects. What amazes me, is that it never occurred to me before. I had to see someone write it out.
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      • Profile picture of the author PaulintheSticks
        Originally Posted by Claude Whitacre View Post

        Um...No. Here's a hint. It's nearly the exact opposite of what you said.
        I'm stumped. Spill the beans please.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by PaulintheSticks View Post

          I'm stumped. Spill the beans please.
          HA!


          "I generate quality leads and sales for businesses that have a website"

          "I generate quality leads and sales for businesses..." That part is good. But it's not the part that matters. The part that matters is "that have a website"

          Think; There are only two types of business owners hearing this. Ones that have a website, and ones that don't.
          The ones that have a website? They now feel like they are included in this guy's group of potential clients. And better yet, there are people who are not included. Now, the "offer" is exclusive.

          I can actually hear a few brains screaming "Hey! I have a website..." and they don't want to miss out of the action.

          This works because a condition was added at the end of the statement.

          Now, what if they don't have a website? A few will feel excluded, and try to get into the exclusive group that SDEntrepreneur has just created.

          Are you following this?
          He's literally saying "Only people that qualify can be included".

          And...the "....that have a website" tag grabs attention.
          Let me give you a couple examples. And this idea is one of the top methods of writing advertising headlines too. (I wonder if that's where it came from)

          "I provide deeply discounted health insurance...to Army Veterans"

          "I get rid of your dog's fleas, if you have allergies"

          "I work with women to lose weight fast and get in shape, when they are pregnant"

          See? If you fall into the tagged category, it's almost impossible to not ask for more information.

          The "Tagged Exclusion" (Trademark by Claude Whitacre Esquire), needs to be one that really applies.

          But the "website" one? Brilliant. How many business owners do not have a website of some sort. Darn few I suspect. But they don't know that.

          So, it sounds exclusive...but really includes any business owners with anything on the ball.

          And...(And this may be the most important thing) It lets the prospects know (or think) that he's not selling websites. "OK, Now I'm interested!"

          "How do you generate quality leads and sales for businesses that have a website?".

          He's really given them nothing to say "No" to, it sounds like he doesn't need the business (he won't take on just anyone), you feel like this offer is exclusive, and you know you don't have to buy a website....

          So, now....you just have to know..... Brilliant.

          And I'm wondering if I'm giving this even more thought than SDEnrtrepreneur has.

          As I said, I'm going to use this as a template. I think the reason I recognized it, is that my most profitable advertisement for my retail store has the same structure and appeal. I just never thought to apply all that here.

          Oh, and "Quality leads and sales"...is what business owners all want....but that's not the part that propels this into orbit.

          PS....And it's easy to say and it sounds like something a real person would say. It's a Polished Diamond.

          Great stuff today.

          "James Hickey - Marketer" indeed.

          Claude "Killer of threads" Whitacre
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          • Profile picture of the author Claude Whitacre
            OK..now I'm starting to think nobody likes me. Did I kill this thread?
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            • Profile picture of the author PaulintheSticks
              That's a great analysis and I get it....the "who else wants to" psychology.

              Originally Posted by Claude Whitacre View Post

              HA!


              "I generate quality leads and sales for businesses that have a website"

              "I generate quality leads and sales for businesses..." That part is good. But it's not the part that matters. The part that matters is "that have a website"

              Think; There are only two types of business owners hearing this. Ones that have a website, and ones that don't.
              The ones that have a website? They now feel like they are included in this guy's group of potential clients. And better yet, there are people who are not included. Now, the "offer" is exclusive.

              I can actually hear a few brains screaming "Hey! I have a website..." and they don't want to miss out of the action.

              This works because a condition was added at the end of the statement.

              Now, what if they don't have a website? A few will feel excluded, and try to get into the exclusive group that SDEntrepreneur has just created.

              Are you following this?
              He's literally saying "Only people that qualify can be included".

              And...the "....that have a website" tag grabs attention.
              Let me give you a couple examples. And this idea is one of the top methods of writing advertising headlines too. (I wonder if that's where it came from)

              "I provide deeply discounted health insurance...to Army Veterans"

              "I get rid of your dog's fleas, if you have allergies"

              "I work with women to lose weight fast and get in shape, when they are pregnant"

              See? If you fall into the tagged category, it's almost impossible to not ask for more information.

              The "Tagged Exclusion" (Trademark by Claude Whitacre Esquire), needs to be one that really applies.

              But the "website" one? Brilliant. How many business owners do not have a website of some sort. Darn few I suspect. But they don't know that.

              So, it sounds exclusive...but really includes any business owners with anything on the ball.

              And...(And this may be the most important thing) It lets the prospects know (or think) that he's not selling websites. "OK, Now I'm interested!"

              "How do you generate quality leads and sales for businesses that have a website?".

              He's really given them nothing to say "No" to, it sounds like he doesn't need the business (he won't take on just anyone), you feel like this offer is exclusive, and you know you don't have to buy a website....

              So, now....you just have to know..... Brilliant.

              And I'm wondering if I'm giving this even more thought than SDEnrtrepreneur has.

              As I said, I'm going to use this as a template. I think the reason I recognized it, is that my most profitable advertisement for my retail store has the same structure and appeal. I just never thought to apply all that here.

              Oh, and "Quality leads and sales"...is what business owners all want....but that's not the part that propels this into orbit.

              PS....And it's easy to say and it sounds like something a real person would say. It's a Polished Diamond.

              Great stuff today.

              "James Hickey - Marketer" indeed.

              Claude "Killer of threads" Whitacre
              Originally Posted by Claude Whitacre View Post

              OK..now I'm starting to think nobody likes me. Did I kill this thread?
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            • Profile picture of the author 63lincoln
              Originally Posted by Claude Whitacre View Post

              OK..now I'm starting to think nobody likes me. Did I kill this thread?
              No Claude. I think you brought us back into harbor after our exciting pitch voyage. We're ready to unload the cargo!
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            • Profile picture of the author ewenmack
              Originally Posted by Claude Whitacre View Post

              OK..now I'm starting to think nobody likes me. Did I kill this thread?
              Oh thy great Claudius, you missed something in the magic.

              Well at least you didn't mention it.

              If the business owner has no website and hears these words..."generate quality leads" and is hurting for leads, he at least is going to think...damn I'm missing out here, maybe I had better get a website or find out about this.

              Creates a strong curiosity when a person feels they are hearing a whispered secret.

              So James has created a blockbuster sentence which works on so many levels,
              possibly some that haven't been mentioned yet.

              Can a straight guy love another guy?

              What the hell I just might love you Claude for your business brain.

              Thanks heaps man.

              Best,
              Ewen
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              • Profile picture of the author PaulintheSticks
                Originally Posted by ewenmack View Post

                If the business owner has no website and hears these words..."generate quality leads" and is hurting for leads, he at least is going to think...damn I'm missing out here, maybe I had better get a website or find out about this.
                I agree and that was my first thought too.
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              • Profile picture of the author Claude Whitacre
                Originally Posted by ewenmack View Post

                If the business owner has no website and hears these words..."generate quality leads" and is hurting for leads, he at least is going to think...damn I'm missing out here, maybe I had better get a website or find out about this.

                Creates a strong curiosity when a person feels they are hearing a whispered secret.
                Ewen; I didn't consider that, but you did.

                "I generate quality leads and sales for businesses that have a website"

                "Quality leads and sales" are what every business owners wants. But I don't know if I would approach someone who said that alone. "With a website" is what makes you perk up and puts your brain in overdrive.

                Repeat this part to yourself;
                "I generate quality leads and sales for businesses". Would you ask that guy a question? Maybe.

                But I still think "without" a website" is what makes this a killer. I would probably ask "What do you mean? Why do I have to have a website before you'll talk to me?"

                What Amazes me is that James Hickey hasn't waded in. It's his pitch.
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                • Profile picture of the author sdentrepreneur
                  I am not in the "website building" business, I am in the Marketing/Leads/Sales Business. I have taken on a few websites lately and regretted it...more money in selling quality web traffic, leads, sales, SEO, SEM and Social Media Marketing. Its steady....


                  Originally Posted by Claude Whitacre View Post

                  Ewen; I didn't consider that, but you did.

                  "I generate quality leads and sales for businesses that have a website"

                  "Quality leads and sales" are what every business owners wants. But I don't know if I would approach someone who said that alone. "Without a website" is what makes you perk up and puts your brain in overdrive.

                  Repeat this part to yourself;
                  "I generate quality leads and sales for businesses". Would you ask that guy a question? Maybe.

                  But I still think "without" a website" is what makes this a killer. I would probably ask "What do you mean? Why do I have to have a website before you'll talk to me?"

                  What Amazes me is that James Hickey hasn't waded in. It's his pitch.
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  • Profile picture of the author bizgrower
    "I generate quality leads and sales for businesses that have a website"

    Also, if it engages them, then they are likely to be spending money on internet marketing and interested in internet marketing services/consulting. Perhaps a website makeover...

    Dan
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  • Profile picture of the author kenmichaels
    Originally Posted by ewenmack View Post

    If the business owner has no website and hears these words..."generate quality leads" and is hurting for leads, he at least is going to think...damn I'm missing out here, maybe I had better get a website or find out about this.


    I have been selling websites since the 90's ( before most people had computers )

    It is hard to say "let me hook you up with leads" .. o and BTW you need a website
    .
    That is a hard sale, and leads to refunds. They refund, because they don't really
    want ether one. ( and yes, they refund .. before you can show them why )

    I don't mean verbally ... i mean before you physically give them leads or finish the site.

    The thing i see work is "hey, you don't have a website .. now i am going to sell you one"

    OR

    You need leads and now i am going to sell you some.

    Pitching both confuses them.

    Pick one, make the deal, then upsell the other.

    I have noticed people will take a a chance on one idea... and see it through waaay
    more often ... then sticking with two or more ideas at once.

    Anything is possible, i am trying to explain to you my experience.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by kenmichaels View Post

      Pitching both confuses them.

      Pick one, make the deal, then upsell the other.
      You aren't in disagreement, I don't think.
      The elevator pitch isn't a part of their pitch (at least to me). It's just to get attention and get them asking you a question. I might use this as is, but I don't sell leads, and I don't sell websites.

      But if I sold either, I would quickly just concentrate on one or the other, and and ignore other offer.

      Personally, I don't know how I would use this on the phone. But in person, it acts like a slap in the face to get attention. Once I'm in front of them on an appointment, I wouldn't mention the elevator pitch again.

      But I don't know how I would you it seamlessly on a one call phone pitch.
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      • Profile picture of the author kenmichaels
        Originally Posted by Claude Whitacre View Post

        You aren't in disagreement, I don't think.
        The elevator pitch isn't a part of their pitch (at least to me).
        doah ... I did it again. I did not read the thread and did not realize it was
        an elevator pitch idea.
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  • Profile picture of the author ChrisByrns
    Lots of great advice in this thread!
    In addition, let me say that i recently landed a new client by saying:

    "Small business owners call me because i invented a trick that gets them more customers"



    .
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    • Profile picture of the author kenmichaels
      Originally Posted by ChrisByrns View Post

      Lots of great advice in this thread!
      In addition, let me say that i recently landed a new client by saying:

      "Small business owners call me because i invented a trick that gets them more customers"
      .
      Change that into "I trick people into giving YOU money and "

      yes ... stop at the AND.

      if they bite they will say ... "and what ? " ...
      then you say

      AND you will find out next time we meet ... is Friday at 3 good?


      I have never done an elevator pitch. I have been lucky enough to not have to.
      BUT if i was counting on them to get me business, I would make sure
      whatever i said, made them feel obligated to say something back to me.

      even if it was a no, go away. I will be happy. IMO anything said
      needs to make them engage.

      I dunno, i have never done one. So maybe i am looking at it wrong.
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      • Profile picture of the author PaulintheSticks
        Originally Posted by kenmichaels View Post

        Change that into "I trick people into giving YOU money and "
        If someone approached me with that, my first thought would be if he's tricking other people, he's probably going to try and trick me.

        That's a really good way to lose credibility IMO.
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        • Profile picture of the author kenmichaels
          Originally Posted by PaulintheSticks View Post

          If someone approached me with that, my first thought would be if he's tricking other people, he's probably going to try and trick me.

          That's a really good way to lose credibility IMO.
          maybe. or ... maybe you say to me ( INSERT ANYTHING )

          and NOW .. i gotcha. You are talking to me.
          and THAT is all i wanted.


          I am NOT a guy with ANY experience in what you guys are talking about.
          I maybe completely wrong. So Paul you maybe be spot on.

          I don't know. But i interrupted this convo with something that did not even pertain
          to the topic, so i felt obligated to attempt to add value.


          I will say this, business owners prob wont key in on things the same way
          you and I do.

          It is not in there nature. they will prob only hear ... "give me money and"

          I have to assume it is like any other pitch, the first few second ... they aren't even paying attention.

          hense the need to say something.. anything to make them start paying attention.


          Ok, let me try and help out a little bit here.
          People who don't know you... unless your making a joke, or putting some one else down
          they don't care about what your saying.

          You don't really want to lead with a joke, it eats valuable time, PLUS they will only remember the joke
          not you ...

          Putting some one down is also bad taste.. they will remember the comment ... not you

          This is what you want.

          You want the equivalent of you walking into a quiet room
          and yelling THERE IS A BOMB IN THE BUILDING.

          What will happened is for a split second, people will freeze.
          They are trying to make up there mind ... run, jump , duck, scream ...

          there brain is now complete mush for a moment.

          IN THAT MOMENT... they will do anything you tell them to do.

          IN THAT MOMENT they are ONLY listening to YOU.

          That is what you want. That is what i understand an elevator pitch to be.

          You need to say SOMETHING to make them focus on you...
          as if there life depends on it.
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          • Profile picture of the author Claude Whitacre
            Originally Posted by kenmichaels View Post

            You want the equivalent of you walking into a quiet room
            and yelling THERE IS A BOMB IN THE BUILDING.

            What will happened is for a split second, people will freeze.
            They are trying to make up there mind ... run, jump , duck, scream ...

            there brain is now complete mush for a moment.

            IN THAT MOMENT... they will do anything you tell them to do.

            IN THAT MOMENT they are ONLY listening to YOU.

            That is what you want. That is what i understand an elevator pitch to be.

            You need to say SOMETHING to make them focus on you...
            as if there life depends on it            .
            Perfect description. But Paul is right about the "Tricking" language.

            Chris Byrns came up with "Small business owners call me because I invented a trick that gets them more customers". I like it, because it sounds novel and exclusive.


            But I still think Hickey's "I generate quality leads and sales for businesses that have a website" is as close to perfect as you can get. Better than anything I've come up with, or seen.

            And again, it has the bonus of actually sounding like something someone would say in a conversation.

            I'm thinking of using it myself, and I don't sell leads, guarantee sales, or sell websites. It's just such a strong opener.
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          • Profile picture of the author PaulintheSticks
            Originally Posted by kenmichaels View Post

            maybe. or ... maybe you say to me ( INSERT ANYTHING )
            and NOW .. i gotcha. You are talking to me.
            and THAT is all i wanted.
            Yea but now you have to deliver on the "trick". And it better be a trick not SEO lol
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  • Profile picture of the author vip-ip
    Video marketing is the future of elevator pitches


    Regards,
    vip-ip ...
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  • Profile picture of the author rypher21
    Elevator pitch is a hard thing to do but here are some tips and advice I learned from an online article I can't remember. Do not focus on the client's question of "What do you do or what can you do?" or "What will you do or how can you do it?", focus on the GET-NOT-DO guide. Focus on what will they get, how will they benefit, or what can our job be able to lift them or benefit them. Focus on what will your client GET, not on what can you DO.
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