How To Create An Elevator Pitch That Works (With Examples)

How To Create An Elevator Pitch That Works (With Examples)



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How do you sell someone something in 90 seconds or less?

That’s what an elevator pitch tries to accomplish — by systematizing the elements required for an effective sales pitch, an elevator pitch attempts to catch interest and convert in as little time as possible.

For obvious reasons, then, crafting your own elevator pitch is useful — not just for elevator rides, but for sales calls, webinars, stage presentations, and even sales pages.

In this guide, we’ll show you how to craft an elevator pitch, as well as explain the qualities of an effective elevator pitch and share awesome examples for every type of business.

Andiamo!

OR Get Immediate Access to The 2-Page Sales Funnel That Generated 185,372 Leads For Us…

5 Qualities of an Effective Elevator Pitch

Saying “effective elevator pitch” is a bit ambiguous.

Obviously, an elevator pitch is effective if it achieves the salesperson’s desired result: conversion.

And while every salesperson’s goal will be a little different — as well as every product’s, service’s, and business’ — there are many similarities between the elevator pitches that work and the ones that don’t.

Because humans are all similar. And sales is psychological.

So here are some of the outstanding qualities that all great elevator pitches have (speaking of which, here are 16 of the best elevator pitches we’ve ever seen)…

Short

An elevator pitch is called an “elevator” pitch because it should be so short and sweet that a salesperson could effectively deliver it on an elevator ride. This isn’t the time for a monologue.

High-Impact

Since an elevator pitch is short (like a Tweet), every word counts. So it’s important to choose your words carefully and make sure that each word you include is as high-impact as possible.

Specific

Crafting an effective elevator pitch requires you to know who your target market is, what problems they’re facing, and how your products or services can help them… in riveting detail (see Step 2). Because the more specific your elevator pitch is to the person who’s listening, the more effective it’ll be.

Memorable

What happens after an elevator ride? Everyone gets off and goes their separate ways. So it is many times after delivering an elevator pitch. People might not buy right away, but at the very least, you want them to keep thinking about it. Because the more they think about it, the more likely they are to convert later on.

Direct

There’s no room for fluff in an elevator pitch. So the most effective ones are direct and to-the-point.

Step 1. Understand The Elevator Pitch Format

Before you can create an elevator pitch, you have to understand the format of an elevator pitch — all the necessary elements required to convince someone in as little time as possible.

Here’s the structure we like to use for elevator pitches…

Step 1. Understand The Elevator Pitch Format, chart.
  • Problem: Define the problem your target market is having.
  • Solution: Explain your solution as simply as possible.
  • Credibility: Explain why the person should work with you.
  • Value: Describe the unique value that you offer.
  • Risk Reversal: Remove the risk involved for the customer/client and place that risk on your own shoulders.
  • CTA: Encourage the person to take action.

Looks pretty much the same as the format for a sales page, doesn’t it?

That’s because the ideas are the same — in an elevator pitch, we’re just trying to condense everything into a shorter presentation.

We’re going to walk through a lot of elevator pitch examples near the end of this article, but for now, here’s an example of the above format so you see what we’re talking about…

[PROBLEM] Struggling to grow your business online? It’s probably because you’re using a website instead of [SOLUTION] sales funnels — that is, page-by-page experiences that guide your visitor toward taking just one specific action. That’s what we help you create at ClickFunnels. [CREDIBILITY] In fact, we’ve helped thousands of entrepreneurs build 7-figure businesses with sales funnels! [VALUE] We give you the software AND the training to be successful.  [RISK REVERSAL] And you can try us out for free for 14 days! [CTA] What d’ya say?

Step 2. Define Your Target Market

As we mentioned before, elevator pitches should be as specific as possible to the prospect’s unique needs, desires, and scenario.

And so you can’t create a powerful elevator pitch without first defining who it is that you serve.

Who is your target market?

Can you answer the following questions about them?

  • What’s their demographic? 
  • How much money do they make? 
  • What do they wish they could change about their lives? 
  • What’s the main problem they’re facing right now? 
  • What objections do they have to your products/services?

The more you know about your target market, the better.

In the video below, Peng Joon will walk you through the steps to creating your “Dream Customer Profile”…

As Philip Kotler once said,

“There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.”

So this is an important part of the process — don’t skip it.

Want to learn more? You can learn more about identifying and finding your dream customers in Russell Brunson’s bestselling book, Traffic Secrets — the book is free if you use that link 😉

Step 3. Define The Problem You Solve

Now that you know who your target market is, it’s time to define the problem that you solve.

Because obviously, your target market has a lot of different problems in their life — personal, professional, and relational.

But your business only helps them with one or two very niche problems.

At ClickFunnels, for example, we help people “Quickly Create Beautiful Sales Funnels That Convert Your Visitors Into Leads And Then Customers… (Without Having To Hire or Rely On A Tech Team!)”

Define The Problem You Solve, Clickfunnels Sales Funnels example.

At a high level, that’s the one problem we help our dream customers — entrepreneurs — solve.

What problem does your business solve?

Let’s look at a few more examples for inspiration.

SmartBlogger promises to help online writers “go from total beginner to watching your first paycheck deposited in your bank account.”

Define The Problem You Solve, Smartblogger example.

Ryan Dossey promises to “show you how I’ve built my own real estate businesses to work for me [growing on their own while my wife and I travel the world] and how you can do the same thing.”

Define The Problem You Solve, Create Cash Flow example.

Rachel Pedersen promises to “teach busy parents (like me) how to find freedom by becoming SUCCESSFUL social media managers — without sacrificing the things that matter most — including family, friends, and their dreams.”

Define The Problem You Solve, Rachel Pedersen example.

And Morning Brew promises to help readers “become smarter in just 5 minutes” per day.

Define The Problem You Solve, Morning Brew example.

So I ask again…

What problem do you solve for your target market? What value do you provide?

Step 4. Understand Your Solution (in Detail)

Understanding the solution you offer is just as important as understanding the problem you solve.

If you’ve ever hired a new content writer or salesperson with the responsibility of talking about your products/services in depth, then you know what we’re talking about.

You can’t sell a solution that you don’t fully understand… even if you understand the person’s problem very well.

Prospects want to know details before they purchase — they want to know how you’re going to help them and why it’s going to work.

If you’re the owner of your business or the creator of the products/services, then this might seem like a silly point — but if you have anyone under you, then it isn’t.

Your employees need to understand your products/services just as well as you do.

It’s even worth setting aside time to teach people the ins and outs of your products/services — ultimately, you should make this a part of your employee onboarding.

Try to answer the following questions about your products/services…

  • What features do you offer? 
    • Why do you offer each of those features? 
    • What benefit(s) do clients/customers get by using those features?
  • What are the pricing options for your products/services? 
    • Why is that the price? 
    • How do you justify that price to prospects? 
  • What are the hidden benefits of your products/services — the things that prospects don’t immediately think about?

Step 5. Create Credibility

Credibility is an important part of the sales puzzle.

Before people buy — heck, before they even provide their email address — they want to feel like they can trust you or your business.

The good news is that if what you’re offering is appealing, then they’ll already be looking for a reason to trust you.

According to Optinmonster, adding social proof to a sales page can immediately boost conversions by up to 15%.

You just have to give it to them.

How?

You could tell the story of someone who you’ve worked with in the past who was satisfied with your products/services.

You could reveal the number of people you’ve worked with.

Create Credibility, Basecamp revealing the number of people they work with.

You could introduce the client to a current happy customer and allow them to discuss concerns.

You could mention your certifications, your achievements, or even describe the passion you have for helping people.

Create Credibility, Nature Made example.

The sky’s the limit here.

Just spend some time thinking about what your business has accomplished that will make people trust you and then put that into your elevator pitch.

Step 6. Reverse Risk

Humans don’t like risk. Period.

And wise people are wary of things that sound too good to be true, but require a large upfront investment.

Your prospect doesn’t want to take on all the risk of working with you… and forcing them to would make it seem like your business isn’t confident in the products/services it offers.

That’s not the impression you want to give off.

So find a way to put the risk on your own shoulders.

The easiest ways to do that are to offer a free trial or to create a money-back guarantee — or whatever version of those promises will work for your business type.

(That’s why we offer a 14-day free trial at ClickFunnels!)

Reversing risk lowers the barrier to entry and makes people a lot more comfortable about making the leap.

And once they have — if they’re impressed by your products/services — then they’re unlikely to leave.

Step 7. Define Your Unique Value

How are your products/services different (better) than your competitor’s products/services?

That might not be a question that prospects will voice on a sales call — although bold prospects might — but make no mistake… they are thinking about it.

So you and every salesperson on your team needs to know how — in black and white terms — your service/products are different from other products/services on the market.

Is it healthier?

Define Your Unique Value, Pipcorn example.

Stronger?

Define Your Unique Value, Death Wish Coffee example.

Or a first of its kind?

Define Your Unique Value, Muse example.

Whatever the case, make sure you define your unique selling proposition, clarify it with your team, and add it to your company’s elevator pitch.

Step 8. Call to Action.

As a salesperson, you can’t be afraid to ask the prospect to take action.

What do you say?

Are you ready to sign up?

Can I help you get started?

There comes a moment on every sales call where — assuming the prospect likes what they hear — you have to ask the question.

Fortunately, very little actually happens when you ask the question.

If they’re a part of your target market and if you’ve adequately explained your products/services as well as addressed their objections, then all that’s left is for them to say “Yes” or “No”.

The call to action is the proving grounds for the rest of the work you’ve done — is it going to pay off or not? Do they still have more questions or concerns?

Or are they ready to commit?

Every elevator pitch needs a call to action.

So what is yours?

Recap: Creating Your Elevator Pitch

There you have it! You should now be able to craft an elevator pitch for your business using the following format…

Creating Your Elevator Pitch chart.
  • Problem: Define the problem your target market is having.
  • Solution: Explain your solution as simply as possible.
  • Credibility: Explain why the person should work with you.
  • Value: Describe the unique value that you offer.
  • Risk Reversal: Remove the risk involved for the customer/client and place that risk on your own shoulders.
  • CTA: Encourage the person to take action.

You can use the below examples as inspiration.

Awesome Elevator Pitch Examples (For Every Business Type)

Now that you understand how to create your own elevator pitch, let’s take a look at some examples — one for each type of business.

Use these to inspire your own!

Agency/Freelancer

[PROBLEM] Ranking in Google is difficult and it sometimes feels like you’ll never be able to outrank your high-domain-authority competitors. [SOLUTION] Well, that’s what we specialize in. [VALUE] We build high-quality backlinks, create top-tier content, and monitor your rankings for real results. [CREDIBILITY] We’ve helped many small brands just like yours to overcome their big competitor’s rankings. [RISK REVERSAL] And if you decide to work with us, the first article is free. [CTA] Want to give it a go?

Information Products

[PROBLEM] What do you want out of life? Most people don’t have a very good answer to that question and so they do a lot of stuff… always wondering if it’s the right thing. [SOLUTION] That’s why I created this course. [VALUE] It’ll help you identify your unique passions to find your purpose. [CREDIBILITY] This exact process has literally worked for thousands of my students. It’ll work for you, too. [RISK REVERSAL] I’m so confident of that, in fact, that I’ll give you your money back if it doesn’t. [CTA] You game?

E-Commerce

[PROBLEM] Sick of shaving with dull razors? [SOLUTION] That’s why we created Dollar Shave Club. [VALUE] We’ll send you new high-quality razors every month (or as often as you need) for pennies on the dollar. [CREDIBILITY] Thousands of men have joined the club to keep their beards clean and trimmed. [RISK REVERSAL] And you can try us free for one month. [CTA] Ready to sign up?

Coaching/Consulting

[PROBLEM] Getting back in shape is something that many people struggle with — maybe even MOST people! [SOLUTION] That’s why I’m passionate about the services that I offer. [VALUE] Every month, I’ll meet with you to provide accountability. I’ll also recommend workout routines and eating plans catered specifically to your unique biome. [CREDIBILITY] Everyone I’ve worked with so far has seen results. [RISK REVERSAL] And the first month will be free because this is a long-term effort. [CTA] Want to get started?

Network Marketing

[PROBLEM] Struggling to grow your business online? It’s probably because you’re using a website instead of [SOLUTION] sales funnels — that is, page-by-page experiences that guide your visitor toward taking just one specific action. That’s what ClickFunnels — one of my favorite companies — helps with. [CREDIBILITY] In fact, they’ve helped thousands of entrepreneurs build 7-figure businesses with sales funnels! [VALUE] They give you the software AND the training to be successful.  [RISK REVERSAL] And you can try them out for free for 14 days! [CTA] What d’ya say?

Local Small Business

[PROBLEM] Keep forgetting about your next teeth cleaning appointment? We understand. But those appointments are critical for the health of your teeth. [SOLUTION] That’s why we help keep our customers on schedule. [VALUE] We’ll schedule your next appointment, send you reminders, and give you a courtesy call. [CREDIBILITY] Here’s what one customer has to say: [testimonial]. [RISK REVERSAL] First teeth cleaning appointment is free! Schedule yours today.

B2B Lead Generation

[PROBLEM] Sales is hard enough without forgetting prospect’s names. [SOLUTION] Our CRM will help you [VALUE] keep track of every conversation and every prospect so that every phone call is as natural and seamless as possible. [CREDIBILITY] Thousands of salespeople are already having more natural conversations because of our software. [RISK REVERSAL] And you can try us free for 14 days. [CTA] Sign up now!

Blogging/Affiliate

[PROBLEM] Jerry Seinfeld once said that “writing is one of the most difficult things in the world”. We think he’s right. But it’s also one of the most powerful things in the world. [SOLUTION] That’s why we created this blog where we discuss [VALUE] good grammar, perfect prose, and stellar storytelling. [CREDIBILITY] 10,000 people are already signed up for our email list. [RISK REVERSAL] It’s 100% free. [CTA] Sign up here!

Non-Profits

[PROBLEM] Do you want to develop a closer relationship with God? [SOLUTION] At our church, we focus on [VALUE] each member’s personal relationship with Jesus Christ as well as our communities health as a whole. [CREDIBILITY] We’ve got several hundred members and [RISK REVERSAL] no tithe required for the first month 😉 [CTA] Come join us!

Final Thoughts

Creating an elevator pitch is a powerful exercise to go through for your business.

It will force you to understand your target market and articulate how you serve them. It’ll also clarify those things for your team.

You might not use your elevator pitch verbatim all that often, but it’s still a useful way of describing your business and it’s something that your sales people should be very familiar with.

Now it’s time to create your own!

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