WWW.CROSSROADS.SANDLER.COM / 208-429-9275 / DECEMBER/JANUARY 2020
FIND YOUR EDGE
HOW TO CRAFT AN EFFECTIVE ELEVATOR PITCH THE ART OF THE 30-SECOND COMMERCIAL
2) BUILD PAIN SCENARIOS.
Every time you introduce yourself, whether during a networking event, on a phone call, or while shaking hands at a family barbecue, is an opportunity to start a business relationship. While I don’t advise monopolizing the conversation or giving everyone you meet a 15-minute rundown on your company’s products and services, a quick, 30-second commercial can be invaluable for building your network and hooking potential clients. This isn’t a new concept — for decades, business gurus have called this “The Elevator Pitch” — but here at Sandler Training, we have a 3-step strategy that makes our pitches uniquely effective. When you sit down to craft your own commercial (which you should do as soon as possible), take these simple steps:
Right away, you want to create an emotional bond with your listeners. To do this, we recommend describing your clients using emotional trigger words they’ll identify with. For example, “I help people who are disappointed with their current [insert your field here] service.” You can keep track of these with the acronym “ “A CONFIDENT RESPONSE TO WHAT DO YOU DO VALIDATES HOW WELL YOU DO IT.” FUDWACA, which stands for Frustrated, Uncertain, Disappointed/ Discouraged, Worried, Angry, Concerned, and Afraid. From there, describe two of your top products or services, and highlight how they solve problems for your customers. These problem
1) KEEP YOUR INTRO SHORT AND SWEET.
When introducing yourself, don’t emphasize your name or position. In fact, I’d advise you to use only your first name, and skip your title all together! The goal is to move past the information that highlights you and into a story your listeners can connect with.
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