If you’re not impressing, you’re probably boring!
Ever lose out on a business opportunity because you fumbled your sales pitch? Or you started your elevator speech but the audience seemed bored after thirty seconds. Or maybe you felt like you did pretty well except now you’re scratching your head because you didn’t get the result you were after. Are you missing real opportunities or is this just practice time? What I’ve noticed is it’s becoming more and more difficult to get face time with people. So if you ever get the chance to meet with somebody, you really need to be batting a thousand. Nailing down a short pitch for why someone should take a serious look at your business offering will come in handy at some point, even if you never end up alone in an elevator with your competitor’s best customer. It sounds easy, but as I found out recently, I didn’t know the half of it. If you’re busy and just want the shortcut, here’s the 3-step outline. If you want to put more power in your punch and avoid the risk of coming off boring, there’s a handy new book I’m recommending and it will settle any debate on how to construct a persuasive pitch.
Small Message, Big Impact
How to Put the Power of the Elevator Speech Effect to Work for You
by Terri L. Sjodin
Understanding a few of the principles Ms. Sjodin (sounds like “Sho-dean”) sets forth in this well written book could mean the difference between winning and losing a key account you might have in the crosshairs. Todd Duncan, a New York Times best selling author offers this understatement about the subject of elevator speeches, “Presentation isn’t everything, but it is the main thing.” I say why waste your time and risk embarrassment with me-too content and an aimless delivery? There’s a way to tell your story quickly, with an explicit purpose. In the book “Small Message,” Sjodin expertly weaves the science and the art of presenting oneself to make engaging and memorable presentations—she assumes you’re in it to win it. While the book focuses on short format elevator speeches, I think the principles are easily scalable. Industrious Bastard has talked a lot about the value proposition but here’s where the metal gets its oil. You could have the best value proposition in your hand, but if you can’t deliver the message, and make it for the person it is intended for—part of the deal with value propositions—you’re wasting everybody’s time.
Get these 3 things right and you’ll make a great* pitch
Sjodin says that people most often ask, “What is the one thing I need to know to give a great presentation?” Apparently there’s a couple of things wrong with this question 1) “great” is subjective and 2) there are 3 things you need to know, not just one. Great might not mean the same to everyone so she suggests different metrics from the get go. “Memorable, impactful and effective” work much better. In addition she adds, “really outstanding [presenters] typically meet these three benchmarks”:
1. They build a solid persuasive Case
Synthesize your talking points into short salient arguments. Answer the question: What does my message mean to my audience? Will you save them time or money? Is it vital and necessary to their goals, objectives, needs or even interests? And make sure your stuff passes the “so what?” test. Be prepared to answer, Why you? Why your company? And why now?
2. They use illustrative talking points that show Creativity
Here in the middle is the soul of your presentation. Sjodin suggests that you infuse your talk with fresh creativity and an authentic voice. The piece “that has the best chance of touching the heart and the mind of your listener.” Stories, anecdotes, humor and examples help you to cut through defenses and connect with your audience. The book goes into considerable detail about how to use tools like speech supports and rhetorical devices. It explains how to dig deep for your creative Mojo. Yet, by changing often your vantage point, it will show you how to keep the balance between message and entertainment at the same time.
3. They make their Delivery using their own authentic voices
“Delivery, the moment we tie our case and our creativity to an actual performance.” It’s not just what you say but how you say it. I will never forget seeing comedian Steve Martin doing a live stand-up downtown, one summer evening. He proposed that it was impossible to deliver bad news while playing a banjo—banjos were all about being happy. He was right and I still chuckle at the thought. It was easy for him to be passionate about what he was saying and it was coming through in his delivery.
This chapter is worth the price of the book. Sjodin talks about how to face fear, find your voice, and tell great stories. She also suggests the importance of choosing the right words, dressing appropriately, and moving—no less—with purposeful transition (as you stand there) with her Six Point Star Method of salesmanship choreography.
Your goal is to make sure you do your best with each opportunity you get to meet somebody face to face. And to make sure it’s not just a single event transaction. As you can see there’s a lot more to it than you think, I know I was surprised. But remember, getting it right could mean the difference between winning and losing that key account. The choice is either boring or delighting your next customer.
HIT Solutions believes the more your business keeps up with important trends, the more you will improve your product, and improve your bottom line.
Comments are welcomed. Share your experience.