Come on Baby, Light My Fire!

Staying with the pop music theme, The Doors #1 Hit single from their January 1967 debut self-titled album “Light My Fire” was the group’s first big success and a earned the band significant radio play. The band and especially lead singer Jim Morrison never hesitated to ask for what they wanted, and usually got what they asked for. Once again I’m tight-walking a thin line of relevance to bring you Rule #7 for successful elevator pitches: End with a call to action.

Let’s say that you’ve followed the other rules; you got to the point, told a quick story about how doing business with your company would make their life better, used an interesting hook while making it all about your customer. Then you just stand there waiting for your prospective customer to respond. What is it that you want them to do? You want them to light your fire by buying your product or service. But unless you specifically ask them to buy, the potential customer might just stay that way, potential.

Volumes of sales material, workshops, blog entries way more clever than mine, and endless training sessions focus on one of the key parts of selling: the asking for the business part. For many non-sales types, this seems to be very difficult. You have delivered a clever elevator pitch that didn’t generate a second floor elevator ditch. You’re standing in the lobby with their attention in hand. You gotta ask for the business!

Better yet, just build it into your pitch. That way you can have a well researched, cleverly worded, and appropriately rehearsed 'ask' that gets your customer to respond positively. And if they don’t buy right there on the spot (which they won’t!), at least you’ve got them asking for more information. And that’s the goal of an elevator pitch. You’re not going to make a sale right there in the elevator. You’re not trying to make a sale right there in the elevator. You’re trying to get them interested enough to ask for more.

Yes, yes. If they want to buy right there on the spot, you will absolutely sell them right there on the spot. But since that hardly ever happens, that should not be your expectation. In fact, if you have no expectation of selling right there on the spot, it will make the whole event less stressful for you non-sellers, and allow you to keep the focus on the customer, which as a review, is Rule #1.

Any former hippies have thoughts you’d like to share?

Do you have a great elevator pitch that you’d like to share? If so, list it in the comments or send me an email.