This is where I encourage you to pitch your elevator pitch.

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.

My Approach

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.

Key Takeaway

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).

 

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5 words from my Grampy that will improve your business and marriage.

Marriage is one of life’s greatest adventures. You can never be too prepared for it. Half of marriages end in I don’t. A healthy percentage of the other half aren’t any healthier. So on my wedding day I wanted to cram in one last bit of preparation. I scheduled breakfast with my three marriage mentors, my dad and my two grandfathers (who would all laugh me off the family tree for calling them my marriage mentors). At the time my parents had been married 32 years. My grandparents had been hitched 61 and 63 years.

After we sat down at Emma Krumbies in Wausau, Wisconsin and worked through some Northwoods pancakes and sausage I decided it was time for the knowledge share. I asked The Paternity, ‘What is the key to making a marriage great?’  With 156 years of experience at the table I felt like I just lit the fuse on a 4th of July fireworks grand finale. This was going to be an amazing show. So I sat back to take it all in.

Then my maternal grandfather, Kenny Sprau, crossed his arms, leaned back in his chair and said,

‘Keep doing what you’re doing.’

Um… WTF Grampy?  61 years of trial and error, nine kids and a World War, and that’s all you’ve got?  I wanted to give him a mulligan and see if he could hit it past the women’s tee this time. But he went on. ‘You have to keep doing the things that got you to this point.’

Over time I’ve come to understand what Grampy was saying.  When we are dating we are at our best. The unfortunate tendency is to drop the hard work, the energy, the attention, and charm we put into the relationship after the contract is signed.

This advice holds true in business as well as marriage.  Treat your potential partners well. Act as if you would like nothing more than spending the rest of your time together. Listen. Make them laugh. Show them you are interesting, kind and thoughtful. Get the contract signed.  And then keep doing what you’ve been doing.

If you are a creative it is easy to get precious about the work you do.  It’s easy to throw hissy fits (although the best place to grab the hissy to throw it is hard to determine). It’s easy to be combative. Oh, and it’s easy to go out of business. The statistics aren’t good.

But in business, as in marriage, listening and collaborating are valuable approaches to your growth strategy. Clients and spouses alike really like that stuff. Crazy right?  When you respond favorably to a client’s request they generate something called ‘good feelings’ about you.  And these ‘good feelings’ make them want to see you more and work with you more. And the result is business growth.

The opposite is also true.  If you are the all-time best seller at The Jerk Store no one wants to be around you. This is true of both the individual and the organization.

If you recognize complacency, apathy or combativeness between your organization and your clients stamp that out like a flaming bag of dog poo on your front porch. The behavior may feel justified today. But you’ll regret the justice leveled tomorrow when you’re trading the offspring in the McDonald’s parking lot.

At the Perfect Agency Project our goal is to treat our current business like new business. We never want to take them for granted.  We are trying to re-win them every day. Even after we put a ring on it. Thanks for the wise advice Grampy. Me and Grammy miss you.

 

Who should go to the pitch?

Whoever does most of the talking at the initial meeting needs to work with us the whole time.  -Elise Demboski