Ever wonder how some people just enter a market and take over the established competitors, even if they have less experience and qualifications?
It is not because they have a flashy website, spruced up images or celebrity backing.
Can you guess what it is?
It is actually their PITCH! Yes, as simple as that.
So, rather than a boring ‘I’m a life coach’ or an ‘accountant’ personal description… they use a well crafted pitch that differentiates them, makes them look credible and believable.
So, what is a well-crafted pitch?
A well-crafted pitch is a promise of full and remarkable solution to be delivered.
It’s the primary reason a prospect should buy from you.
In a nutshell, a well-crafted pitch is:
- a clear statement that explains how your product solves customers’ problems or improves their situation (relevancy),
- delivers specific benefits (quantified value/outcome),
- tells the ideal customer why they should buy from you and not from the competition (unique differentiation).
You see, people don’t buy products and services. They buy outcomes/results.
In other words, your pitch should be so strong, that the service practically sells itself. For your most ideal customers, spending money to gain the benefit that your service offers should be a no-brainer.
Stronger value proposition (a.k.a your pitch) lifts conversion rates and sales. (Source:Kissmetrics)
So how do you go about crafting a standout pitch?
You start with the end result. To do that you answer the following:
- What specifically will improve in their life or business?
- The reason why they should believe you?
- What differentiates you from your competitor?
Let’s look at some examples of improving results:
“Perhaps your service will result in an increased number of new leads which will help to increase overall sales.”
“Perhaps your service will help close more deals with the leads they already have.”
“Perhaps it will eliminate a necessary, but time-intensive process that they previously handled internally, which will free up more time and resources for them to allocate more effectively.”
This result is the essence of the value of your service.
It’s the reason a visitor will take time out of their day to browse through your website, fill out your form, and ultimately spend money with you. They’re after a specific result.
Reasons to believe:
You reasons to believe could be your personal experience, your back story, qualifications, case studies or your unique method.
You may choose to use 1 or all in your pitch. It is up to you. But, certainly your 30sec elevator pitch can’t have all the elements. So, just use one which is most compelling and go with that.
The best Pitch is clear: who you are, who do you help, what do you improve for them, how do you do it and why you and no one else. If those questions are answered, you’re on the right path. Always strive for clarity first.
The key thing to remember is that you don’t need to be unique in the whole world, just in the customer’s mind.
The closing of a sale takes place in a customer’s mind, not out in the marketplace among the competition.
So you need to convey a message that isn’t already conveyed by your competitor and is curiosity driven. A message that will stick in their mind and will automatically associate it with you.
Here is an example of an elevator pitch for an accountancy firm selling cloud solutions to a particular niche could be:
“ We are an award winning accountancy firm for tradesmen and off-licences. We help you provide timely information at a click of a button, so you can make important business decisions without the headache of sorting through a pile of financial paperwork. We do this by using our proprietary cloud accounting software, designed for ease, speed and affordability. “
Now go ahead write your own using the 3 key elements. The order is not that important. Just make sure it flows and is easy to understand. No need for using complicated or technical words, which require a phd to understand.