By: James Goetz
You want to turn that passion into reality. You can taste it. You feel it. You know your passion will become reality but you are stuck. You have a concept but are stuck in turning the concept to profit.
Perhaps you are stick in getting a group to use your services. Perhaps your product is on the cutting edge of you industry. If no one knows about your service or product, your passion will be stuck at passion. Your concept will be just that…a concept.
Typically there is a gatekeeper to the next level. The gatekeeper could be the head of purchasing for a retail chain or it could be an influential leader in your community with a gog mouth. Either way, you need to get into the door.
The goal is to get a meeting with the gatekeeper. The key to opening the gate is an effective elevator pitch. An elevator pitch is a clear description of your business, concept or self to someone in the time it takes to ride in the elevator with them. When a complete stranger (or gatekeeper) asks you, “What do you do”? What will you say? Do you drive on? Do you pump your ego? Or can you articulate something that is unique or interesting enough to get you a meeting, where you can go into detail? Straightforward descriptions of job functions and titles will assuredly generate your plenty of yawns and disinterest. So what then is the secret formula to generate smiles and anticipation for more?
Some like to begin with a “Do you know” to identify the main point or need for product or service. This may be necessary if the individual you are speaking with is not aware of said need. An example of this coming from the creator of a new baby powder. Did you know the American Cancer Society who has attributed the use of talcum powder with cancer?
However, if your goal is to get a meeting from the president of a car company to sell them your revolutionary new brake pads, chances are the president already knows the problems or you can skip this generality to save the proverbial eye roll. Know your audience and be prepared for this ahead of time.
The second (or first step) is to tell your audience (gatekeeper of your reality) what you do. Give a clear and concise description of what you do. In the example of the baby powder he might say, “I have designed a baby powder that in non-cancer causing, safe and effective that is superior to any talcum-based production the market today. The brake pad in the world today. Slows vehicles 2 second faster and lasts longer than any current brake pad.
Third, after describing what you do; finish off with, “so that”. So that is the benefit. In the baby powder sales persons case, “I have designed a baby powder that is non-cancer causing, safe and effective that is superior to any talcum based product on the market today SO THAT babies grow up healthier, make mommy happier. In the brake example, “I’ve designed the most evolutionary brake pad in the world. It slows vehicles 2 seconds faster and lasts longer than any current brake pad SO THAT drive safety measures as does family safety and happiness.
Once you develop your elevator pitch, practice, practice. practice. Record the practice in front of a mirror until it becomes as comfortable as breathing. You are well on your way to turning your passion to reality and your concept to profit!
James "Jim" Goetz, affectionately referred to as, "Dr. Daddy", is a leading global expert in the field of health, fitness and wellness having spent many years as a strength and conditioning coach, completing his national chiropractic board exams and authoring numerous articles on the subject. He currently explores the unknown in advancing human performance through scientific research.
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