In business presentations, your success often comes down to a single question. How convincing…
Is your elevator speech compelling? Are you giving a speech that taps into the emotional buttons of your clients?
“People don’t buy for logical reasons. They buy for emotional reasons.”
“Buying” does not only mean pulling out a wallet and purchasing. Buying also means buying in to your idea, proposal or solution. An elevator pitch is a mini-presentation designed for maximum impact. You have a tiny amount of time to hit the right emotional chord. How can you tell if you get it right during the pitch?
Knowing that you got it right is in a large part intuitive. It’s easier to talk with someone when you have the emotional connection. You don’t feel as if you are pushing stones uphill. Instead, the flow is natural. It’s more like a bubbling brook and the tiny amount of time zips by with a sense of ease.
In addition, you notice obvious physical signs. Your prospective client adds comments. They look at you intently. They listen to your words. They nod their head. Their comments add momentum, fueling your story.
However, the signs really add up when it comes to taking action. Your best measure of success is what happens next.
In planning your elevator pitch, organize your story to focus on action. Not every speech or pitch will lead to the same action. For example, your target action may include:
• Get a few more minutes to tell a fuller story
• Get a referral to the top decision maker
• Get a meeting with key stakeholders
• Get a phone call with the right VP in the right department
• Get an agreement to look at your proposal
• Get an appointment to speak further
Lots of things to get and opportunities to explore. It all starts with planning the right action – in tune with the right emotion.
Many professionals make the mistake of assuming that the ‘right’ action is a sale. But the elevator pitch is not designed to lead directly to a sale. It is aimed at a “Yes” step. Your client says yes when they agree to listen, refer, meet or review information. When you decide which step is most important to your sales process, you know how to organize your message.
Many professionals in sales, marketing and advertising agree: people buy for emotional reasons. In the elevator pitch, people agree to next steps for emotional reasons. These emotional reasons often have less to do with what you are offering – and more to do with what they feel.
Does your service or solution:
• Solve a big painful problem
• Help them look good
• Remove anxiety and fear
• Provide peace of mind
• Resolve a conflict
• Offer escape from a pervasive pain
Consider the right emotional hot button to use with each client. Don’t assume that what worked for your last pitch will work for the next one. Adapt, adjust and stay fresh. As you give the right elevator pitch to each client, with the right emotional tone, you will be able to enjoy the rich rewards.