In 2015 I decided to launch a new advertising agency. I already had a vivid image of the agency in my head. So I began mapping, sketching and listing every detail of the company. I considered the business from every angle. I even created a Life Stage chart of the yet unborn business. It was like What to Expect When You Are Expecting. Except I was expecting a bouncing baby business.
The Elevator Pitch
However, there was one detail that start-ups typically obsess over that I skipped entirely: the Elevator Pitch. It is supposed to be the centerpiece of a startup’s marketing efforts. If you’ve never heard of an elevator pitch, the idea is that you have to summarize the essence of who you are, and what you do, in a short statement that you could deliver to a captive hostage on a brief elevator ride. Apparently, lots of entrepreneurs stalk high-powered executives on elevators, thinking it would be a great strategy for winning their affection.
I’m not buying it.
I hate the whole concept of the elevator pitch. I think it is the most overrated, over-discussed element of salesmanship. And entrepreneurship. And elevatorship.
Sure, it is important to be able to succinctly talk about your business. Your Great Aunt Petunia doesn’t have enough time left on Earth to waste it on your full story. But I have never bought anything or hired anyone because of a brief discussion I had on an elevator, escalator or Wonk-avator.
In fact, I have been in business for two years. And not once have I found myself in an elevator with someone who told me I had 10 floors of verticality to perform the sales pitch of a lifetime.
Instead of scripting and performing an elevator monologue to an audience that never shows up, which feels a little like writing an acceptance speech for an award you didn’t win, I take the opposite approach.
The Quiet Game
I play the quiet game. You know, it’s that game where you see how long you can go without talking. I was terrible at the Quiet Game as a child. Scratch that. I was the Cleveland Browns of The Quiet Game. But today, as an entrepreneur, I am quite good at it. When I meet a marketer, I don’t whip out a polished sales pitch and throw it at her. Instead, I listen.
I want to hear what potential clients talk about. I want to hear what challenges they are facing. I want to know where their pain points are. I want to identify their greatest unmet needs. I continue to grow and transform The Weaponry in response to the unmet needs of our clients. Because we are focused on solving client problems, we grow in the direction that our clients’ needs dictate.
If you want to collect more great clients and grow your business, don’t practice your elevator pitch. Practice listening. Play detective. Or doctor. Listen for the discomfort, the bottlenecks, and the solution-less problems your clients and potential clients are facing. Discover their unmet needs. And you’ll have found your next opportunity.
*If you found anything of value in this post, please consider subscribing to this blog. You’ll receive two fresh-baked posts via email each week. Oh, and you may also dig this post I wrote about My Vanilla Ice Philosophy. Vanilla Ice himself liked it. And Tweeted it. And hung it above his bed (ok, that very last part might not be true).