The lore of the elevator pitch comes from the early days of Hollywood when one would hope to trap an executive in an elevator and ‘pitch.’ The Elevator Pitch is an enduring shorthand that represents the simplest description of what you do.
You need brevity and simplicity… but simplicity alone is not your goal! Your goal is to get the other person to say, “I get it!” or “I want to learn more!”
The Elevator Pitch is dead. What we aim for is Elevator Engagement.
We achieve our goal more effectively and efficiently if we focus on the two-way (engagement) and not the one-way (pitch). Instead of spewing for 20-60 seconds (even if succinct), think about one great question you can ask the other person to get them ENGAGED in a conversation.
At our boot camps we do an exercise to illustrate that you can actually communicate WAYYYY more in 60 seconds by simply asking one or two questions than you can by talking (however concise you may be). It works because:
In asking a question, you start with the other person’s construct (or gestalt!).
We become fully engaged when we are talking. So, the simple act of getting the other person to talk changes the level of engagement. (This is Dale Carnegie 101!)
If you start with a question, you immediately learn what is pertinent and non-pertinent. You can use a short amount of time on relevant information.
Finally, we can position our work in their words. LISTENING is one of the most powerful selling skills in the world.
Earlier this year we were helping an organization make a neuroscience pitch to a foundation. The executive director was asked to appear before the foundation board and ‘make a pitch’. We had to reprogram her default, one-way pitch, to instead starting with a question to the panel of eight. She simply asked, “Has anyone ever had experience with a stroke, or a family member that’s had a stroke?” The board chair raised his hand and then spent two minutes talking about the importance of neuroscience research. Others jumped in. They were engaged — fully.
The executive director was able to simply build on the conversation. Though she had eight slides prepared, she found she only needed to use three of them (in response to the conversation). The board said it was one of the best pitches they had ever received – that’s because she didn’t pitch; she engaged.
She was awarded the grant!
Nota bene: There are many circles (usually tied to funding communities, e.g., silicon valley and nyc / financial) where a ‘pitch-deck’ is standard affair. Don’t let the ‘pitch deck’ put you in ‘pitch mode.’ As in the neuroscience story, you should focus on engagement. And, of course, we’re partial to the one-page pitch deck!
“A complex system that works is invariably found to have evolved from a simple system that worked. The inverse proposition also appears to be true: A complex system designed from scratch never works and cannot be made to work. You have to start over, beginning with a working simple system.”
I just spent 48 hours with two incredible (but so different!) For Impact Organizations.
Here are the 3 big lessons on SIMPLICITY that were reaffirmed in so many ways.
1. Build a SIMPLE MESSAGE… around your CORE SOLUTION.
2. Build a SIMPLE CASE… around your SIMPLE MATH.
3. Build a SIMPLE PLAN… around your CASE and MATH.
The ‘SIMPLE MESSAGE’ was reinforced with two incredible social entrepreneurs whose entire message can be captured in those magic 6 WORDS… that were already part of their organization NAME and their organization TAGLINE!
The SIMPLE CASE and SIMPLE MATH applied to both organizations. Turn a ‘Master Plan’ into a very Simple 3-Point Case with 3 Specific Phases. Look at the ‘MATH’ and pick a number ($100M in this case) and the required gifts to achieve this goal. Use the MATH of $13 a day per child from the public sector and the $10 per day per child ‘Need’/’GAP’ to build a SPONSOR MODEL around $3,650 per year (sponsors a child) and $10,000 a year (sponsors a family).
Finally, turn the Message, the Case, and the Math into a SIMPLE ACTIONABLE PLAN! We’re going out to test the Case with five or six of our very best prospect. We’re going to get 3 champions to get 3 other sponsors who will get 3 sponsors. We’re going to meet with the Mayor who is one of our current partners and super champions. And on and on and on.
***Special, Special, Special Note: As this incredible former Marine and Social entrepreneur said, “I just didn’t realize it could be this SIMPLE.”
AUTHENTICITY is one of the centerpieces of our FRAMEWORK for PRESENTATIONS.
As Nick is always telling our workshop and training participants, “You just can’t go wrong if you are AUTHENTIC (REAL).”
AUTHENTICITY means being REAL . HONEST. CANDID .
Simply put, it’s being SINCERE !
The people you’re with know right away whether you’re “selling snake oil” or SINCERELY PRESENTING AN OPPORTUNITY that has VALUE to both the GIVER and the RECEIVER!
I read somewhere 25 years ago (I think it might have been Dennis Waitley) that the word SINCERE means ” without wax” ( Latin sine = “without”, cera = “wax”) . It had something to do with marble and sculptors and the way they would “fix” any flaws or mistakes that they made by filling in the mistake with wax.