master the art of the elevator pitch

© 2009 Presentation StoryboardingTM

http://www.presentationstoryboarding.com1

Presentation StoryboardingTM Thomas Sechehaye



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© 2009 Presentation StoryboardingTM a division of Hands On Graphics, Inc. All Rights Reserved.

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You step into the elevator at headquarters. You’re in the right spot! The CEO is standing next to you. With precious minutes ticking, how will you make the

best use of your time?

The elevator pitch. It is the jewel in the crown of presentation situations. Sought after. Rare. Valuable. If you want your ideas, projects and solutions to rise to the top, this is a hot presentation opportunity. To succeed, you want to plan, prepare and practice.

Hi! I’m Thomas Sechehaye. Some of my most rewarding relationships with customers started with the shortest, most informal elevator meetings. A meeting of a few minutes turned into a relationship lasting over 25 years.

I have given tons of elevator pitches. I help my customers do the same. The decision makers have been presidents, vice presidents, CEO’s, CIO’s, CFO’s, generals and high-level commanders.

Some of the pitches have literally been in an elevator. Others have been at the water-cooler, in the hallway, in a hotel lobby, at a trade show and in the parking lot.

Different people. Different locations. Same challenges.

The essence of the elevator pitch: time is short. Attention is rare. You need to make a great impression. You must use this once-in-a-blue moon opportunity to connect with the decision maker.

While the decision maker is unique, and the location is flexible, some things are the same.



Warning: Valuable Opportunity

An elevator pitch is a rare and crucial opportunity. You don’t want to blow it!

In “How To Become A Rainmaker,” Jeffrey J. Fox, emphasizes the unusual and rare value of a meeting with the decision maker. As Fox points out in detail, “Appointments with decision makers are relatively rare events…crucial to getting the sale.”

Your encounter in the elevator may be chance. Or it may be planned down to the last detail. But you don’t want to leave your success to chance. You want to plan every second of what you will do during your time with the decision maker.

In fact, you might spend several hours, days or more planning for this 2-3 minute event. And your time will be well spent.

Use this 3-step model to organize, plan and prepare for results. This is the key to unlock this critical presentation skill.

Since time is short, and you may have an elevator moment today, here are the three steps.



step ONEDefine What?

What is the single actionable idea you want to convey?

Pick only one. Get supremely ruthless. Go for a short, snappy “What.” Use short words. Use short sentences. Make your key idea simple and easy to recall.

As you define your ‘what’ watch out for long introductions and rambling beginnings. This is fatal for the elevator pitch. You need to start strong and stay clear.

Paint a clear picture with your words. Speak simple English. Avoid complex words and steer clear of high-tech jargon.

Practice aloud so you are completely natural. Say your key message in conversational terms - speaking just as you would to your best friend.



step TWOExpand So What?

You know your idea is great. After all, it’s your passion. But you have to put all that aside. Think like the CEO. What is the emotional hook for her or him? Think along the lines of solving a problem or fitting into their picture.

Solve A Problem

Will your idea help the decision maker solve a problem? Will it make it easier to communicate strategically? Will it generate more sales? Will it increase buzz about products and services? Will it help them do more with less? Will it help expand market share?

Fit Their Picture

Will your idea fill in the missing link in their picture? Does your solution make the CEO look and feel good? Will this project add momentum to their strategy? Make them look brilliant? Will it position them as an exceptional visionary?

Think long and hard about how to tailor your “So What” question to match your decision maker. Don’t go into the elevator pitch with the CEO - cold. First, get as familiar as possible with their philosophy, approach and vision.

If their deep into leadership, get familiar with their philosophy. If their focus is sustainability, position your product or solution as are. This “So What” phase is where you really anchor a magnetic connection.

Customers, from the CEO to the front door clerk, care about one thing. I know it’s tough. But they care about themselves. Not about you. Or your pet project or how your quarter sales numbers are going. They care about their personal “So What.”

When you are in front of the top decision maker, you need to think like they do. What is important to them?



Advance Detective Work

The fastest way to find out about this is in advance. Go online. Explore their website. Read their blog. Scour their speeches to find out their opinions, preferences and special interests. Find out how they think and approach work.

One new director of training posted an article on linked in with his approach to learning. This helps build rapport and confidence with his new workforce. Check facebook, linked-in and twitter. Find out what your decision maker is saying, thinking and writing.

Of course, there’s the possibility that you will have a spontaneous meeting. This is when you walk into the elevator and you haven’t had time to do research. In this case, do an instant assessment. Ask a question. Listen. Check for understanding. Summarize. Use this opportunity to build instant rapport.

Notice how listening, looking and observing will give you more insight than talking as fast and as much as possible. Make contact. Ask a question and weave their comments into your answers.

Position your solution as the answer to their interest, issues and problems.

Show how your product solves what they are concerned about.

step TWOExpand So What?



step THREESpecify Now What?

As Steven Covey says, “Begin with the end in mind.” In your elevator pitch, you are on a straight and specific path to action. Go into the presentation with a clearly defined, and highly specific next step.

Preparation is key. Have a plan A, B and C. This way, if your first action step falls through, you can still achieve your goal of having a powerful and specific next step.

To plan your action step, use the SMART system. This useful acronym stands for:

Specific

Measurable

Actionable

Resourceful

Timely

Sadly, this is where many presenters fall short. They don’t plan a solid “Now What” step. But you are different. Work through this example.

This step starts as the action idea: Get approval on my project.

Stop. That’s much, much too vague.

Let’s run “Get approval on my project” through the SMART system.

Specific: Get as specific as possible. Identify distinct milestones.

Get a meeting to discuss the project. Get sign off on the Phase 1 plans. Identify team members for the task force.



Measurable: Define the amount - in dollars, time, people and resources.

Get sign off for $10,000 by the end of the month for Phase 1. Get a meeting at 3:00 on Friday to agree on direction.

Actionable: What needs to happen? The clearer you are on action, the more likely it is to happen!

Meet in person. Define terms. Draft a letter of agreement. Sign a check.

Resourceful: Who, how much, what, where and when. Get clear on needed resources: equipment, people, systems and facilities.

In planning a meeting, where will you meet? What AV equipment do you need? Who needs to be there? Are you providing food and beverages?

Now, let’s look at how “get approval on my project” looks with greater clarity:

Meet Jack, Mary and Al in Building A at 1:00 on Wednesday. Purpose: 1. Decide on terms and sign the approval to begin Phase 1 by the end of the month.

Jack, Mary and Al sign off on funding for the kick-off meeting with top 10 2. managers. This meeting is to define roles and pre-work for the meeting. Decide on funding. Identify the project teams. Decide on specific monthly milestones.

You see how different this is?

Great elevator pitches start with careful planning. Your delivery is spontaneous. But your preparation and planning is specifically choreographed. This is the big secret to a rainmaking elevator pitch.




Don’t leave your presentation success up to chance. Use this easy 3-step blueprint for rock-solid results.

1. “What?” What is your key message?

2. “So What?” Why does it matter to the CEO?

3. “Now What?” What is the specific next step?

If you have the luck, you can use this today. If you want to plan for success, do the groundwork and plan a well-choreographed elevator pitch.

Now, let’s do a quick 3-step plan for your elevator pitches.

“What?”1. Presenting to decision makers is a rare and valuable opportunity.

“So What?”2. Elevator pitches are the perfect ‘informal’ way to send your ideas to the top.

“Now What?”3. Which decision maker do you want to speak to today?

Now, it’s your turn. Answer the questions and get ready to give a rainmaking elevator pitch.

Go out and be enjoy rainmaking. Give your great elevator pitch today!




Do Next?What Should You

Well, I hope you enjoyed this article. I know I’ve enjoyed writing it - and thinking of all the short, impromptu pitches I’ve given in my career. Many of the shortest conversations have led to the longest and most rewarding relationships in my business.

What I want you to do now is go to http://www.presentationstoryboarding.com and enter in your email address in the free report box. When you do you’ll automatically get more free reports and videos on presenting without fear.

These reports and videos will help you give rainmaking presentations in all kinds of situations.

You’ll find out how to give video casts that inspire and motivate people to action. You’ll discover how to overcome nervous jitters speaking at conferences and industry meetings. You’ll learn how to organize your thoughts whether you have 1 minute, 10 minutes or an hour in front of the decision maker.

Whether you want to get your idea funded, pitch a project, make a sale or guide learning, you don’t want to miss these valuable reports. Some of the reports are written and include presentation blueprints. Some are videos. All can help you grow relationships with your clients and sell more stuff.

Do it now. Get on the inside of the brand-new self-study courses on “How To Sell More Stuff” with storytelling, visuals, face-to-face and virtual engagement. Click here to find out more. http://www.presentationstoryboarding.com



Give Feedback

Let me know if this report helps you give high-impact elevator pitches. I want to hear what works for you. Send me an email at [email protected]

Get more information click here: http://www.presentationstoryboarding.com

FREE Resources For Exceptional Sales Presentations and fast, easy, self-directed training tools: http://www.presentationstoryboarding.com

For more information and questions, contact me directly:

Thomas Sechehaye Director of Public Relations Presentation Storyboarding 415-383-0246 http://www.presentationstoryboarding.com [email protected]

master the art of the elevator pitch

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