Business Development

Get Off The Elevator and Ditch The Pitch

It seems as though every few months, some sales guru posts advice to attorneys and other service professionals about creating an elevator pitch.

I can’t think of anything worse that being stuck in a small, enclosed space, inaccessible by others, with someone who is adamant about selling me something. My only thought would be to escape, and I have to think that your prospective clients probably feel the same.

sales-pitchesThe reason elevator pitches don’t work is because they require people to promote and talk about themselves when it shouldn’t be about them at all. Creating a strong first impression is about making the other person feel important and special and heard. It should be about asking questions, not making statements, and engaging with your audience.

My advice? Craft an opener, a quick sentence that piques someone’s person’s curiosity and brings the person into a conversation. Here are some examples of what you can say when asked what you do:

  • “I help business owners take care of the most valuable assets they have – their employees” (instead of “I’m a labor and employment attorney”)
  • “I help the smartest people I’ve ever met protect their inventions and innovations” (rather than “I’m an intellectual property lawyer”)
  • “I help businesses grow by removing obstacles and letting their owners sleep at night” (not “I’m a business/corporate attorney”)
Craft an opener, a quick sentence that piques someone’s person's curiosity and brings the person into a conversation.

An opener tells the audience that, first and foremost, you help others solve their problems, that you care and provide value. The description of how you help should resonate at both logical and emotional levels, and by avoiding titles like lawyer and attorney, you free yourself of any possible stigma.

Strategically, the opener seeks to do one thing – engage the other person by compelling them to say, “That’s interesting – tell me more” or to ask, “How do you do that?” The conscientious business developer will then respond with her own question, such as “Have you ever managed people?” or “Do you know about the patent application process?” or “Are you a business owner?” The ensuing exchange becomes a rich conversation rather than a boring monologue.

So please – ditch the pitch!