How to better sell your product or service
Imentioned in previous articles for the necessity of having an effective elevator pitch to
describe your products and services to a prospect or customer. I often ﬁnd that trade show
exhibitor staff frequently can’t quickly tell me what their products or services are and thus
lose my interest. I thought that a refresher on the subject might be in order.
OK, so what is an elevator pitch and how do you build one?
An elevator pitch is an overview of a product or service delivered quickly and concisely.
The name reﬂects the fact that an elevator pitch can be delivered in the time span of an
What are the key components?
Your elevator pitch should cover the following:
What is your product or service?
Brieﬂy describe what it is you sell.
Who are you selling the product or service to?
Brieﬂy discuss who you are selling the product or service to. What are the
characteristics of a typical buyer?
What problem does your product solve?
Brieﬂy discuss the beneﬁts of having your product or service in terms of revenue it will
generate, money or time saved. What are the deliverables?
What is your competitive advantage?
You need to effectively communicate how your product is different and why you have an
advantage over the competition. Better features? More efﬁcient and/or effective?
What is the expertise of your company to offer the product or service?
What your “Elevator Pitch” must contain:
1. A hook
Open your pitch by getting the listener’s attention with a statement or question that
piques their interest to want to hear more.
2. About 100-150 words
Your pitch should go no longer than 30 seconds.
Customers expect energy and dedication from sales people.
4. A call to action
At the end of your pitch, you must ask for something. Do you want their business card,
to schedule a full presentation or to ask for a referral?
Example of an “Elevator Pitch”
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If you include the elements above and practice your pitch, you should see an immediate
difference. Get started and have fun! Thanks to Robert Pagliarini of SeekingCapital.com for
some help in making this article succinct.
Warwick Davies is the Principal of The Event Mechanic!, a consulting company which helps event organizers realize greater
revenues and proﬁts by ﬁxing ‘broken’ events and launch new ones both in United States and internationally . His clients include
event organizers in the information technology, healthcare, biotechnology construction and design engineering and executive
event markets. Previously, Warwick was responsible for internationally recognizable event brands such as Macworld Conference
and Expo, LinuxWorld Conference and Expo, and the Customer Relationship Management Conference and Exposition
worldwide. For more information on The Event Mechanicr! and past ROI-Q The Event Mechanic! columns please visit http://www.
theeventmechanic.com/resources.html. He can be reached at Warwick@theeventmechanic.com or at 781 354 0119.