I stare in disbelief at my head in the mirror.
I just came to the guy for a haircut.
Five months later he’s made big improvements in very small ways.
I look the same.
(If I do say so myself…)
And it gets me thinking about your Elevator Pitch.
Here are 3 Elevator Pitch Tips from my new stylist.
1. The Referral
He cuts my wife’s hair.
And her friends.
And their friends.
For the past 20 years.
He took care of my wife and all her bridesmaids for our wedding.
For the past five years my wife has been working on me to try him.
Finally I had an opportunity.
My only regret is that I didn’t take her advice sooner.
How hard are your customers working to bring you new business?
2. The Initial Contact
The first time I went in, he cut my hair.
It was that simple.
What’s your customer’s first experience of your product or service?
3. The Upsell
At month 2 he suggested hair gel.
Keep in mind that I’ve never used hair products in my life.
Still, I was willing to give it a try (with some encouragement from my wife…)
Month 3 was just another haircut.
At month 4 he suggested the shampoo system.
And that’s why at month 5 I’m gawking at myself in the mirror as all the elements come together.
Over what time frame do your customers realize your full value?
Here’s the tie-in to your Elevator Pitch:
The first time he just gives me a haircut.
He doesn’t try to sell me on fuller volume or sharper style.
He just cuts my hair.
So I return next month.
And as we build trust, he works his magic.
Your Elevator Pitch is about that initial contact.
No risk, no frills, no secret sauce.
It starts the relationship.
They don’t really understand all the benefits you offer anyway.
So initially it’s about something embarrassingly simple.
Like a haircut.
If he had tried to describe all the benefits on that first day,
I never would have gone back.
Once they are in the door you can start to develop trust.
Then you can really work your magic.
How can you simplify your Elevator Pitch?