Time is in short supply, and with so many things vying for our attention, it’s important that we learn to communicate quickly and efficiently, especially when it comes to one’s business. If you don’t learn to tell contacts what you do in less time than it takes them to ride to the top floor in an elevator (also called an Elevator Speech), you’re likely to lose their interest and their prospective business.
In a recent article posted to Entrepreneur.com, author and communications coach Carmine Gallo explains “How to Tell Your Business Story in 60 Seconds or Less.” She explains, “Unfortunately, many small-business owners don’t think enough about their company’s story and how it comes across.” That’s why she’s developed four questions designed to enable business owners to develop an effective 60-second sales pitch.
- What do you do?
- What problems do you solve?
- How is your product or service different?
- Why should I care?
Your answers should be quick and to the point. The following is an industry-specific example:
My name’s Sharon West and I enjoy doing what most people don’t: I file taxes, helping individuals and small business owners maximize their returns. I’m a professional tax preparer [what your business does and what problems it solves]. You see, many paid tax preparers haven’t received any formal training in filing taxes and working with individuals on their tax planning. That’s what I do and I’ve been trained to do it [how it’s different]. And if business owners are concerned that my fees will eat up their profits, I can guarantee that what I charge will come back to them at least 100% in tax savings. Now, how many tax professionals do you know of that come with that kind of guarantee? [why you should care]. Here’s my business card. If you know of individuals or small business owners who could use a trusted tax professional, please refer them to me.
Practice your delivery so that it doesn’t sound canned or monotonous. It should be exciting and engaging, communicating your passion for what you do and how well you do it. And it’s important that you not drone on and on; that’s why it should be no longer than 60 seconds. In fact, you may consider having two versions of your 60-second sales pitch: the 30-second version and the one-minute version.
Ultimately, the 60-second sales pitch is designed for any networking situation where you can introduce yourself and your business to potential clients. This may be at a convention, a conference, the grocery store, or the dentist’s office. Remember that anyone can be a potential client or can refer you to a potential client. And with your 60-second sales pitch on the tip of your tongue, you’re ready to sell yourself in any given situation with comfort and ease.
What’s your 60-second sales pitch?
If you’re interested in learning more about securing and retaining new clients, watch our free video on marketing. It will forever change your business approach!
Gallo, Carmine. “How to Tell Your Business Story in 60 Seconds or Less.” 19 December 2011 Entrepreneur.com