Page 41 - Burnham Sales Optimization Blueprint 2018-2019

JUNE S.M.A.R.T. Goal AN IMPACTFUL

30 SECOND COMMERCIAL

Article by Krista Palo

What’s one thing every human being on this Earth has in common? Our desire to communicate. Ideally to not
only communicate but to make a connection with others. When we meet new people we often have only a
very short period of time to make a connection. That initial connection is important because it will be the
foundation for more communication (or the lack there of) in the future.

Your 30-Second Commercial, or your Elevator Pitch is a way to effectively communicate who you the key
differentiators that make someone want to do business with you.

The purpose of a 30-Second Commercial is to provide the listener(s) with the most important information
about you in a short amount of time. Usually this is about 15-30 seconds, but sometimes you may have a
little longer. Your pitch is a way to quickly and concisely share the most basic but essential facts about you.

There are really two levels of presenting your pitch. The first is to only give the facts: your name, your
company, and what you do.

The second level is to connect with your audience. This goes beyond the facts an makes the message
interesting, asks questions, and includes a call to action.

Level 1: The Facts
• I have identified the critical information and shared it in a quick easy to deliver way, but it is not particu-
larly engaging.
• I may get a few people interested in what I do, but if I use this I won’t really stand out.
• My message will just blend in with everyone else.

Level 2: Engage the Audience
• Once you have the basic information down, ask yourself these questions:
• Does my message catch the attention of my audience?
• Does it ask an open-ended question that will lead the conversation to the next level?
• Did I include a call to action?
• There are a few simple ways you can catch the attention of your audience. You can share a story, a
success, a customer experience, or a testimonial. You only have a short amount of time, so make sure
that you strip down all of the extra and just share the most important elements.
• Open ended questions are very effective for engaging your listener. Using any sort of a question can
be powerful but an open ended question can get your listener thinking and encourage them to come
back and ask you more questions.

Remember Facts tell, stories sell.
• Focus on the benefit, success, or the customer experience.
• We have a tendency to want to be the hero in the story. But our customers want to be the hero in
their own story. Instead of being their hero, position yourself as the guide that will take them on the
path to be their own hero.
• What benefit do you offer to help your customer? What success will they have because of your help?
• Get your listener involved! Facts are boring, get down to the good stuff! Why should the customer go
with you?

JUNE 2019 41