Why the Average Elevator Pitch Loses You Business
Do you have an elevator pitch?
An elevator pitch is a quick introduction to your company. It is a useful way to introduce prospects to you and your services. They are used at networking events, during phone calls and in sales letters, amongst other places.
The wrong elevator pitch is dangerous
Many elevator pitches talk about the excellent quality and service that a printing company offers. They often mention the presses that the company uses, the excellent heritage of the company and its competitive (or cheap!) pricing.
In other words they make the company sound like many, many other printing companies. A prospect has no reason to engage with the company apart from to see if they have cheaper pricing. The elevator pitch simply contributes to the commodity print price wars.
Here’s an approach that wins more profitable clients
I recommend creating an elevator pitch around the TPD Principle. TPD stands for target audience, pain and difference.
An elevator pitch written around this principle focuses on a specific type of client. It is built particularly for this sort of prospect. It talks about the typical business pains that these prospects encounter. And it shows how the company helps the prospect over come these pains. This is much more powerful than the outdated features and benefits selling that so many companies still use. Finally, it talks about why a prospect should use this company in particular: it explains their USP.
Is it time for you to review your elevator pitch?
PS Find out more ideas on how to increase sales with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them" You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."