In addition to a successful presentation and demonstration tomorrow for key users and mid-level managers, what could really make your day? A brief encounter -- in the hallway, lunch line, or elevator -- with an executive who, intrigued and ultimately convinced, could dramatic shorten your selling process. Are you ready... with the right pitch, and likely even more important, with the right delivery?!
To significantly improve the ability of all pre-sales staff (sales, application engineers) to deliver a brief convincing and motivating description of how our solutions will uniquely impact our customer’s success.
The Elevator Pitch Workshop runs approximately 3 hours in length and can be conducted two times during one event day. The number of attendees per workshop can range from 16 to 50, depending on the number of "executive actors" available (see below).
The content of the “elevator pitch” to be used for the workshop will be provided to the attendees in advance of the workshop. This content is the responsibility of the sponsoring company, with feedback and suggestions provided by Wayne. We expect each attendee to thoroughly understand the message of the pitch, but we do not expect nor want the pitch to be memorized. The following book is an excellent reference for this purpose:
Some key content elements of a good elevator pitch:
The pitch is likely to have optional sub-phrases that pertain to the specific interests (including solutions to one or two "pains") of our listener and what we’re trying to accomplish. Therefore, diagrammatically the pitch might be structured along the lines of:
Note: Workshop attendees may deliver the elevator pitch in either English or, if more comfortable, in their native language.
Additional reference material is also available from USA Today Money.
The day before the workshop, we will have a training session for the executive actors (regional or country sales managers are excellent for these roles) who will be playing the roles of “executives”. We will need approximately one executive actor for every 8 workshop attendees. Each actor will learn all three roles that we’ll use in the workshops. In addition to training the actors in the scenarios, we will also go over:
Specific scenarios will be defined and iterated in advance with the sponsoring company. The following scenarios are provided as samples:
While each scenario is being played out (by attendee and executive), all other observers (about 7 people in each workshop area) MUST carefully observe and WRITE down at least one (1) positive thing about the performance and at least one (1) constructive negative critique. Immediately after the scenario completes, the observers will voice their Plus/Minus critique (if a given point has already been mentioned, that point is skipped in the interest of time).
While the workshops are being conducted we’ll circulate to the various workgroups and capture brief video clips of the performances. We’ll attempt to capture at least one performance from each attendee.
Twice during the workshop we will reassemble altogether to view select portions of the video clips, with brief commentary and discussion.
The room is arranged in banquet style (round tables with chairs) or possibly in classroom or theatre style.