How to sell your business quickly and effectively
‘I want to know and I want to know NOW and make it quick’
Wouldn’t be a nice opening line would it?
Sadly in business we don’t always have a great deal of time to wait around listening or watching to find out what the person / business can offer us.
We need to get across our ‘elevator pitch’ quickly
The term ‘elevator pitch’ comes from the idea of having your ideal client in the lift and you only have one floor to pitch them your business. It’s a good practice to try and get your business pitch in less than 10 seconds.
Where do people go wrong when pitching their business?
1. They start talking about the features.
Features are the process. For example let’s take a plumber.
Their features would be that they have a tool set, maybe a van to carry all their tools in. Maybe they studied at plumbing college. They’ve been in business for a few years. That they employ staff. They have lots of clients.
This is all well and good BUT would it make you buy from them?
Benefits are what sell – features come afterwards.
Using our plumber again – Their benefits would be
They can make sure you have a warm house in the winter.
That your boiler doesn’t breakdown as soon as the cold weather appears
Ensures you have hot water ready when you want a long soak in the bath
Reading the above which do you think would sell better?
They have a van to carry their tools in
They can make sure you have a warm house in winter?
I know which I would choose.
The secret to great marketing is knowing what your prospective clients / customers want.
Yes having a plumber who can easily get to you and bring all their tools but what is going to get me thinking about my needs is the fact that my house will be warm in winter. See the difference?
2. The second issue is people take way too long to tell people about their services.
Or should I say waaaaaaaaaaaaayyyyyyy toooooooooooooooooooo loooooonnnggggg.
Remember that the person you are talking to about your business may not be in need of what you offer, but they may know someone who might. So if your sales pitch is all long winded and complicated there will be a slim chance that they will easily remember all the details in order to pass it on to the person who is in need of what you have to offer.
It’s an old line but using the acronym K.I.S.S is a good one. K.I.S.S meaning Keep It Short and Sweet.
It’s really important that we remember this.
Going back again to our old friend the plumber do you think it is easy to remember all the features or the benefits?
So having heard their pitch (using the benefits) do you think it would be easy to then tell that same information to someone else?
It’s important that we get this right because remember the person we are talking to about our business may not always be the person we end up working with, so if our sales pitch is really simple then that person can easily tell someone else.
I’ve been networking for years and have met thousands of business owners. There are still some from when I started that I can remember their sales pitch because it was simple and effective.
How to create your elevator pitch.
Start off by writing down how you help people.
What are the true benefits of working with you?
Write down a list of what results your customers get having worked with you
Our plumber friend again.
The results would be
1. Reliable heating so no worries when winter arrives
2. Knowledge that when you want that long soak in a nice hot bath you can have it.
There are lots more I’m sure.
Sometimes we need to keep drilling down because it’s not always obvious
I did this similar exercise with a business owner who was selling computer parts for companies who build robots.
I asked him why do people buy from you and he said ‘because they want computer parts for their robots’
I then asked ‘why do they need them for their robots?’
He answered ‘because their robots break down’
I carried on digging and asked ‘So why do they need to fix their robots?’
He replied ‘because they need to keep the production line running’
More digging from me and I asked ‘why do they need to keep the production line running?’
‘Because they need to keep producing their products’
‘Why do they need to keep producing their products?’
‘Because their customers want their products because their business cannot survive without them’
I then said ‘so you don’t just sell computer bits for robots do you?’
He actually helps robot run production lines run smoothly so the company’s clients are kept in business.
So much more than just little computer gadgets for robots right?
Go back to your list and keep drilling down to make sure really get to the true benefits of what you offer.
Getting your elevator pitch right is vital because it should be used on all your marketing material and that includes your website, leaflets and even your business card.
When someone visits your website you have between 3-7 seconds to get your message across so the K.I.S.S is really so important.
How many business cards have you been given and then a few weeks later you pick them up and then try and remember what it was that person did? If they had an effective (and simple) elevator pitch on their you wouldn’t be left scratching your head would you.
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