If you're a sales executive you know many of your first meetings with prospective customers often feel like a job interview. Similar meeting preparation. Pointed questions. Friendly tension.
It's all for good reason. Your prospects want to know they can trust and believe in you. In fact, for many sales professionals, customers come to entrust them with more access than their own employees.
Undiscovered Resource
So, it's not surprising that one of the best places for sales people to go for articles, insight, wisdom, and advice is a career/job site like TheLadders.com. If you have yet to discover this site yet, you owe it to yourself to do so.
By far, the best part of the TheLadders.com site is the CEO's newsletter/blog. Marc Cenedella seems to always have something really useful that can be easily morphed into a useful sales tool or tip.
For example, Marc posted this article: "How Not To Embarrass Yourself Doing The Elevator Pitch." In the article, he gives his own "before" and "after" elevator pitch. Note: his refined pitch is 14% longer, so don't feel obligated to squeeze the life out of your pitch for the sake of brevity.
Before Pitch -- reads like a stuffed shirt:
"I'm a serial entrepreneur that started a company exporting US-made pet food to Japan after college. I graduated in the top 5% of my class at Harvard Business School, and was then the lead corporate development guy on the sale of HotJobs to Yahoo in 2002 for $436 million. I founded TheLadders.com seven years ago to focus on bringing high-level talent together with $100K+ jobs, and the company has grown to be an international success with over 300 employees." [79 words]
After Pitch -- loaded with emotional appeal:
"My passion in life is jobs. I love everything about them. It combines the soft stuff -- people's dreams and hopes and ambitions -- with the hard stuff -- where the jobs are in the economy, the numbers and algorithms and technology that make it possible. I've been doing this for over a decade and I find that I'm learning something new about making job hunts successful every day. Helping people through what is one of the most stressful experiences in their lives is tremendously rewarding and fulfilling, and I love doing it." [90 words]
Sales Pitch Conversion
As sales reps, we are forever polishing our sales pitches. So, I took his refined "after" pitch and turned it into something I could use.
My [new] Pitch
"My passion in life is making connections. It's the reason I absolutely love sales and marketing for small businesses. Nothing jazzes me more than creating valuable connections between people, technology, products, services, ideas and companies. It's tremendously rewarding and fulfilling. Getting paid to do it is just icing on the cake." [51 words]
Try it yourself and let me know.
© 2011 John M. Fox. All Rights Reserved.
John Fox is the Founder and President of Venture Marketing, a B2B consulting firm that helps business owners get their sales and marketing un-stuck. For more, follow John on LinkedIn
Photo: ©iStockphoto.com/peepo
Support HuffPost
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
At HuffPost, we believe that everyone needs high-quality journalism, but we understand that not everyone can afford to pay for expensive news subscriptions. That is why we are committed to providing deeply reported, carefully fact-checked news that is freely accessible to everyone.
Whether you come to HuffPost for updates on the 2024 presidential race, hard-hitting investigations into critical issues facing our country today, or trending stories that make you laugh, we appreciate you. The truth is, news costs money to produce, and we are proud that we have never put our stories behind an expensive paywall.
Would you join us to help keep our stories free for all? Your contribution of as little as $2 will go a long way.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you’ll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.