It is of vital importance we create the perception both we and our product merits. Realistically, we get approximately 15 seconds to create that perception. In creating the correct image and belief to our target audience we must first understand the motivations of our target audience – what will make they buy!
The one minute pitch is becoming of increasing importance especially in the world of networking and that includes social networking. I often refer to the one minute pitch as the grandmother pitch – you must keep it simple enough that your grandmother could understand your product. Remember not all decision makers are IT literate. Technology may only be an engine to drive a greater need.
At the centre of the one minute pitch, often known as the elevator pitch, is the customer value proposition. In other words what is it the will create that awareness, interest, desire and action for the end user. It has often been said that until gain (value) and/or pain exist in the mind of the buyer there will be no sale! You will need to focus on communication of the gain in your product or in management speak – the customer value proposition.
The pitch should be:-
Understandable and waffle free – keep it simple and clear
Don’t over crowd your message, provide only relevant information
Give credible testimonials or recommendations where possible
Choose your words carefully - eliminate any words that might give the perception of procrastination “perhaps”, “maybe” ….
Keep your presentation customer focused – highlight your uniqueness
Focus on the applied uses and not on the product functionality
In summary you must
Create a convincing statement in the mind of the consumer
Leave no ambiguity with the consumer
When crafting your elevator pitch you must always concentrate on your target audience, your market, those whom you are anticipating will purchase your product.
Your pitch will focus on the benefits and uses of your product, while also focusing on the emotion. In order to cement the proposition it is important where at all possible to elicit measurable results.
Of course, the development of your one minute pitch is only half the battle. The second half is in the delivery. You will need to develop superior self confidence allied with a strong belief and passion for your product. In addition you will need to
Have an effective opening and create an impression
Make a connection with your audience – practise body language and eye contact. Use the Lighthouse Technique – work the room
Sustain your pace
Keep it natural – integrate light humour if appropriate – remind the audience that you too are human!
Finally, enjoy making your minute pitch. Remember that one minute is sixty seconds and no more! And above all don’t forget to tell them who you are, most importantly at the end as the interest has been established and the website and company name will become more engrained on the mind.
Caitlin O’Connor is a Business Executive Coach and Mentor who assists individuals and organizations to develop High Performance workplace strategies, utilizing Thought Leadership and Workplace Innovation. Caitlin facilitates and designs training courses on a range of business and sales competencies and skills including Networking, Emotional Intelligence and Personal Effectiveness.
Caitlin@acceleratingperformance.ie; (01) 4926024 or (086) 8364042