When a new prospect responds to your marketing efforts, you must be prepared to feed every need that the client may have. From the moment you pick up the phone, you have about 60 seconds to sell yourself and keep them interested. Sounds easy right? While many people think they can “close” based on their rates and services, the reality is that the borrower must be sold on “you.” Persuading others to think you are cool and interesting is no easy task.
An elevator pitch is an ice breaker that will lead you into deeper and more meaningful dialogue. The dialogue should be focused specifically on what you and your company can offer. Typically, you have 60 seconds to present your case through an exciting and meaningful impression on your listener.
When you begin your pitch, you should answer three questions: Who are you? What do you do? Where do you want to go or what are you looking for?
Make them care
People can be kind and loving, but really everyone wants to know “what can you do for me?” When you begin your pitch, get straight to the point and address a problem right away. Personalize the person’s problem into a question and give them the solution: Your company.
Leave them asking for a second helping of “you”
Elevator pitches are meant to be short and sweet. If you pack in too many details, you’ll lose people. Share relevant information, but nothing too personal. Don’t be afraid to explain your expertise, why you are best suited for the execution and a general overview of what you’re all about.
Tell a story
Stories have a natural way of keeping your listeners interested, but they also provide an easier way for others to remember you. People will remember you better when there is an association attached to a subject. After telling your story, make sure it was good enough to leave your listeners wanting more. If not, you will need to alter your pitch.
Yes, you’ve just been asked what you do, but you don’t need to provide a textbook answer. You need to be able to explain what you do and whom you are in a way that appeals to the masses. Avoid using acronyms and jargon that wouldn’t be understood by someone outside of your industry.
Communicate a call to action
You are pitching yourself for a reason right? Let your goals be known, but be sure to include why they should be a partner of yours.
If you generally have about 60 seconds to deliver your pitch, it’s important to practice it against time. If you can’t, try tweaking the details and try again.
A good way to start working on your speech is to imagine you are having a casual conversation with your friends. This setting should help you relax and be natural.
In order to craft the perfect elevator speech, you must take the time to develop what works for you. No two pitches can produce the same results, so it’s important to make your pitch customized to what’s great about you. If you follow the advice we’ve provided, you’ll be able to present your pitch in the time it takes to ride an elevator through a high-rise building.
K. Justin Restaino is vice president of Titan List & Mailing Services Inc. For more than 13 years, he has led Titan’s Mortgage Division, helping lenders of all capacities grow their businesses utilizing targeted direct mail. With a specialized focus in refinance and purchase markets, Restaino has the insight for proper data and mail application for success. He may be reached by phone at (800) 544-8060, ext. 204 or e-mail [email protected]