Original subtitles

welcome to session No. 9

and in this session

we're going to be talking about the elevator pitch

in other words

creating a powerful pitch

using a formula that has worked

for hundreds of thousands of people around the world

that we've taught

and so this is specific formula

and the whole idea is

for you to learn how to communicate your amazing value

effortlessly

so your prospects become paying clients

remember sales is a journey

and we're gonna talk about the journey

and where this fits in on that journey

I want to remind you about the actions from

the previous session

and the previous session

which I want you to recap

if you haven't done that

please do that

because everything builds on

everything else that we do in this program

so the question was to consider

and write down your ideal clients

what they might talk

or how they may behave

to write that down and consider it

practice building rapport

with a friend or family member

using the 7 steps

that we showed you in the last session

and also practice building rapport with a prospect

at least find a prospect where you can build

report with

and see what happens

whether that's in real life

or on the phone or on zoom

practice that and see what happens

quick reminder that your dashboard

you should be completing on a daily basis

now if you are not completing your dashboard

then you are not doing this program

because as part of this program

is to daily put the details in

as prescribed

from the very first session

and failing to do that

means that you are not doing

a big part of the program

which is actually

will count account for at least 70% of this program

this program is not only about

learning the specific strategy

or technique or formula

not only practicing it out there

but actually putting your numbers in

to see what happens

okay so I just want to remind you about that

now let's get into this session now

and in this session

I want to remind you about the sales process

that we've spoken about previously

which is No. 1

identify your ideal prospect

we've spent time on that

No. 2 understand how to approach and build rapport

we talked about this in last session

and as you build rapport

with your ideal clients

with your prospect

and let me remind you what we said

ask questions

ask questions

acknowledge what they're saying to you

verify what they're saying to you

remember to go into their world

and understand what's going on in their world

by asking lots of questions

in a very conversational style

and as you show interest in them

interest in their challenges

interest in what their aspirations are

interest in their background

and you're asking

questions in this conversational style

at some point in that conversation

they will probably say something to you

that's something would

sound like this

hey by the way

what do you do

now when you hear that

that's those are so

what I call

magic words

so the moment you hit

hey by the way

what do you do again

that means they're inviting you to

now tell them something

this is your ideal moment to deliver your pitch

clearly succinctly

so they get it

once you delivered your pitch

then the conversation goes on

and at some point

you have to handle the objections

I'll talk about that next time

then you close

then you follow up

we'll talk about that another time

but today we're focusing on delivering your pitch

so your message is clear

to you and to them

and now they're looking forward to seeing

how you can help them

so let's talk about that

so when they say

what do you do

for most people

especially in the network

business network

and environment

maybe they've just bumped into someone

maybe it's on a zoom call

maybe casually

and they always

you'll hear people say this

I'm a I'm an accountant

or I'm an architect

or I'm a business consultant

or I'm a chiropractor

or I'm a yoga instructor

when someone says

what do you do

they don't really care

what do you

what you do

let me tell you up front

when they say

what do you do

they don't really care

about what you do

that's not what

in this particular scenario

that's not what

they asking

in this particular scenario

what they really asking is this

they want to know

how can you help me

is it worth me speaking with you

and at that point

now you've got to deliver your pitch

we call an elevator pitch

so this elevator pitch process comes from

old Wall Street

or in the city financial district

where people are rushing in a hurry

and you literally got 20 seconds

30 seconds to tell them what you want to tell them

for them to understand to say yes

I'm interested in that

here's my business card

let's talk contact my secretary

let's do something

and so a good elevator pitch should be no longer than

a short elevator ride

in other words

20 to 30 seconds

it should be ideally factual

interesting

memorable and to the point

busy people are busy people

so get to the point

so let's talk about the elevator pitch

it should describe your ideal client

or your ideal customer

ideally should describe that

it doesn't always

but it should do

it should show the benefits of the results

the customer would get

so if you've got a benefit or results in mind

that you know your clients get

you should state that

it should appeal to the need

or the problem of the other person

in other words

if that other person is your ideal prospect

it should really appeal to their need

or the problem they're facing

or the challenges that they have

it should appeal to

that should describe

the result that you will be providing

so if they work with you

they work with your company

it looks like this is the kind of result they will get

so essentially

now they thinking oh okay

this may be of interest to me

it should make people say hey

can you tell me more

it should make people say

how do you do that

it should make people say

oh that's fascinating

can you show me how you do that

so it should open up the conversation

not kill the conversation

so the moment you deliver your elevator pitch

it should really open the doors for

for a longer dialogue

so that you've got them

you can go further in their world

they can understand what you do

and then you go into the next part of the sales process

here are some common mistakes that I see

small business owners

as well as sales people make constantly

and so these are the common mistakes

and I say these are the don'ts

don't do this

whatever you do

don't do this

don't start with your name

don't start with your name

so it doesn't sound like my name is

don't start with your name

that's a big big no no

they don't care about your name okay

don't start with I am

I am a chiropractor

I am a business coach

I am a health and nutritionist expert no no I am

don't start with I am

don't even start with your job title

don't start with your job title

your I'm the CEO of whatever no

I am the chief organization officer of whatever company

don't start with that

I am the marketing director of ABC Company

don't start with that

don't state your company name

they not interested

they do not care

especially when they've met you for the first time

remember they don't know you

they don't even know if they like you

they don't know if they

they even trust you

so we gotta build up in a way that they can

they can just relax and say oh yes

I'm talking to the right person here

don't rush or talk fast

that's a big big no no

take your time

explain it's only 20 to 30 seconds

and that's why it needs practice okay

don't sound desperate as if

oh this is it

you know you

you've got nothing else to do

that you've got to close them

you're you're hungry for them only

don't sound desperate

just deliver the pitch

they will get it

consciously and subconsciously

don't forget to make it about them

the elevator pitch or your message is not about you

so for some people

they would start some conversation

oh yes you know

my company has been in existence since 1974

we have done this

we won this award

we won that award

no it's not about that

it make it about them

so whatever you're saying

they can see and feel themselves

in that scenario

in that picture

don't use jargon

especially if it's a technical issue

if you are very technical

and you deliver technical solutions

if you're talking to someone who does not

have that technical ability

do not talk in jargon

and you'll find that a lot of

let's say for example

technology company

or it companies

the consultants will go and speak to the company

and maybe let's say the company is a marketing company

they don't deal with technology

they don't know much about it

and suddenly

that consultant is talking about

if they're talking about IP addresses

and they talking about network infrastructure

and all that

your marketing consulting company

may not understand what you're saying

so you'd lose them

so do not talk in any jargon

talking straightforward language

so they get it in a moment

I'm going to give you how to construct it

but these are some common mistakes

so don't do that

so let's talk about the elevator pitch itself

how do you formulate it

how do you put it together

remember when the prospect

or the ideal client says to you

what do you do

or that conversation comes up

and if it doesn't

if they don't get to a place to say

they say what do you do

and they say something like

um and the conversation is going on

and you'll think

all times going on

I better tell them what I do

the best way to do that is ask for permission

and it may sound like this

hey I know we've been talking for a little while

it's fascinating what you do

I get it it's fantastic

and I know where some of the challenges are for you

is it okay if I take a few minutes

to tell you a little bit about what I do

and how I help people

and often they'll say yes

and that's when you deliver your elevated pitch

right so they're checking for

when they say

what do you do

all they want to

all they check in for

consciously and subconsciously

is your credibility

in other words

is it worth my time speaking to this person

is it worth my time listening to this person

so they're checking for your credibility

in other words

if I ever do something with this one

can I trust them

shall I give them any of my time

should I give them any of my energy

shall I give them any of my money

so they're checking for your credibility

and that's essentially based in trust

so there are four parameters

four key areas that must constitute

that must be in your elevator pitch

No. 1 an element of time

in other words

how long have you been doing this

and if you've only been doing it for a short period

be truthful

be honest okay now

and so that time

might be several months

or it might be for the last two years

last 10 years

last 30 years

it whatever the time is

put that time factor in

in other words

how long have you been doing this

that adds to the credibility

put some numbers in

so what numbers have you got available

so some of the numbers could be around

how many people you've worked with

how many people you've helped

it could be around

what percentages increase they've had in their business

what monetary increase they've had in their business

in other words

how many extra dollars they've made

or pounds have made

or Sterling they made

whatever it is

what are some of the numbers

how many people have you worked with

and also the benefits or the results

this is key and critical

typically when you've worked to these people

what are the typical results that they've got

what are the typical benefits that they've got

so make sure you mention

the benefits or the results that they've got

if it's numbers great

if it's not

then the the

the results that the clients

or the benefits

the clients have said to you that they've got

make sure you mention that

and then you're going to go

you will ask a closing question

and a closing question is simply for

to bring them in

so that you can continue

the elevator pitch you

you can continue your conversation rather

so remember the elevator pitch itself

when they say

what do you do

it's only 20 to 30 seconds

and when you've told them that you want that

you want them to come into your world

now you've spent a lot of time in their world

so when they come into your world

you've delivered that

and then the closing question is okay

would you like to know more about that

or can I share more details about that

or would you like to have the same kind of results

or is that of benefit to you

do you think this will help your company

would you like to know more about this

okay good so you ask a closing question

where they're going to say yes or no

in other words

closing question

so let me give you a couple of examples

and then talk about the home actions

so one of the examples could be this

this is from someone else

so for the past 20 years

I've trained over 100,000 people

on how to grow their business

between 20% to two hundred percent

in less than one year

would you like to grow your business

remember closing question

now let's look at a time

what is the time

the time factor is 20 years

what are some numbers

the numbers are hundred thousand or over 100,000

and what else is that

the numbers are between 20% and 200%

the numbers are one year

so whatever numbers whatever

what are the better

what's the benefits then

the benefits are increase in sales of 20% to 200%

so that's the

that's the growth

that's also a benefit or result

let's look at another example

another example is this one

in the past two years

I've helped more than 50 people to lose weight

gain confidence and be much happier

is that something of interest to you

or you could ask

do you think you want to lose weight

are you lacking any confidence

would you like to improve your confidence

would you like to know more

so let's look at the the top there

what's the time two years

what's the numbers

the numbers are 50 people

what's the benefits

loss of weight

confidence and a much happier person

so often some people say to me Mac

but what if I haven't been running my business

for that long

what if I just started last month

well if you've just started last month

then the best thing you can do is

you still need to do this

but the way it will sound is

you will borrow your credibility from the past

so for example

we had a client who had the same situation

and I said to her

simply borrow your credibility from the past

I said what have you been doing in the past

and she said well

I've been a marketing

I've been working in marketing

as a director

as a manager

for over 20 years

and that time

I've worked with several corporations around the world

international corporations

international brands around the world

in order for them to improve their marketing

and actually grow

grow sales revenues above 20% each year

so it might sound like this

it might sound like this

in that person's instance

she would say something like

for over 20 years

I've worked with large corporations

helping them to grow their sales revenues

by more than 20%

year on year

but right now

I'm a business coach

and I'm working with small business owners

helping them to grow their business

would you like to know more

or how I do that

so what happened there

that person is borrowing credibility from the past

so all of you

you have credibility

from whatever you've been doing in the last three years

four years five years

20 years 30 years 40 years

borrow that credibility

and then transition it into the present time

into the present moment

okay so let's talk about your home actions

here are the home actions

what I want you to do this week is

create three variations of your elevator pitch

so you can have

you can do the first one

remember version 1 is better than version none

so create three variations

practice all three variations

so you can write it down and practice

eventually put the writing away

and just do it from your own memory

feel the words that you are saying

practice several times a day

with other people

with family members

with your spouse

with your children

ask them to say hey

what do you do

with your business partners

practice several times a day

see what it sounds like

practice on the phone when you

when someone says

what do you do

and also then select

and use the one elevator pitch

that resonates with you the most

and that will be suitable

for your ideal client the most

so practice first

and then after several days of practice

then say okay

actually this elevator pitch works for me the most

and you start utilizing that

so that is the end of this session

it's all about elevator pitch

it's all about your messaging

so make sure you practice

until we speak again in the next session

bye for now