In our first post on the 30-second Elevator Pitch, we covered the importance of developing the pitch. In our second, we addressed ensuring the message is consistent across all your presentations, proposal materials, communications, and digital media. 30-Second Elevator Pitch Part 3 closes the loop.
In this post, we want to show you a simple but highly effective way of carrying the message into your sales meetings that will help convert cold sales leads into warm opportunities and increase conversions while providing a strong point of difference between you and your competitors.
No matter what industry you’re in, the cost of putting a salesperson in front of a potential customer is high, so anything that increases the sales conversion rate is a good thing, Right?
Now, we can’t provide an example that is applicable to everyone who reads this post, given that many of you will come from different industries. Instead, I can tell you what we do and hope the example stimulates you to think about creating a concept that could work for you.
Part of a message the Marketing Services Company I owned used in our 30-second elevator pitch was about helping businesses flourish, a simple message that resonates with the service and the outcomes our clients want to achieve from any marketing activity.
Our home page slider uses images of plants growing in size and reads, “Our Goal is to Create Marketing That Enables Businesses to FLOURISH and Realise Their True Potential.”
Reinforcing the message
Using this simple message to cultivate and reinforce the concept of helping a business flourish, we sent prospective clients a small packet of seeds before any face-to-face call. The accompanying message centred on what was needed to allow seed to grow and flourish, and we drew comparisons with business examples.
Building on the message
Post-meeting, and only in instances where we think there is a strong possibility of conversion, we hand deliver a small desktop plant packaged with this same message that the potential client could put on their desk and see the results of nurturing the seed.
Reinforcing the message
Our follow-up meetings from this point forward reinforce the message.
Now, admittedly, we did not have any control over how well the plant was maintained, and if the plant were to wilt, one might argue the message could be lost or work against the effectiveness of our sales approach. That was not the case for us because the whole idea of any program designed to flourish is the process of nurturing, measuring and corrective actions, all of which were part of our marketing philosophy, so regardless of the plant’s health, we had the basis of an ongoing discussion around the concept of flourishing.
Summary
Because we strongly believe in the need to measure the effectiveness of our marketing programs and report on the outcomes, we know how much our clients flourish.
30-Second Elevator Pitch Part 3 is the final post in this series. We hope the concepts provided show the importance of the 30-second elevator pitch and how weaving a simple message through the sales process can increase your sales conversion rate.
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