The Art of the Elevator Pitch

Focusing on features and benefits of products is not a good strategy because the brain craves meaning before details, claims University of Washington School of Medicine molecular biologist John Medina. When a customer does not understand what a new bath or kitchen will do for them, how it will affect their lives and how it will make them feel every time they cross the threshold, there's little chance that talking about the number of finishes or options available will make an impact.

 

To connect with prospects and repeat customers, take a page from the movie industry. Every movie begins with a pitch or an elevator speech that in one or two sentences explains what the movie is about. If there is no elevator pitch, the chances are the movie will never get produced. The lesson for kitchen and bath showrooms is to master an elevator pitch.

 

The logline used by Larry Page and Sergey Brin to obtain venture capital for their company was as follows, "Google organizes the world's information and makes it universally acceptable." Those ten words explain what Google does and why it is important. Can you develop a one sentence explanation of why someone should rely on your showroom for their new bath or kitchen? Do these following explanations work?

• We create new baths and kitchens that improve the quality of our clients' lives.
• We design kitchens that make meal preparation joyous.
• We create baths that promote health, wellness and mindfulness.
• We create spaces that you never want to leave.

The keys to a great elevator pitch are brevity, memorability, repeatability and the ability to grab someone's attention.