How To Write An Elevator Pitch Without Sounding Like A Used Car Salesman

And I. Hold on one second.

I'm going to share my screen.

So. All right. Present.

All right, you guys ready to roll?

Rock and roll. Yep. Rock and or roll, right? So, little tip, guys. I'm going to share something with you. This has nothing to do with today's webinar, but a little tip. If you are hosting webinars.

There'S one word that you'll notice in the title of the webinars I've been using lately. And just doing this, I'm telling you, just doing this. Has already increased enrollment. Anybody know what word it is in the title? How.

No.

There's a key word in there.

Without.

Everybody wants to know how to do something without having to do something.

So when you guys host webinars and you're like, hras what they are and how they work. No. 1, that's boring. But if you're like, hey, how to write a crapload of business without putting in. Putting in so much work.

I want to learn how to do that. So just a little tip for people who are hosting webinars. And I know what intrigued you on this one was out without sounding like a used car salesman, path of least resistance.

So, all right, so I gotta. I'm letting people in. Here we go. So what are we talking about today, guys? Talk about writing an elevator pitch. So the. What I want to talk about today is simply the question we all get posed. Oh, I'm doing the elevator pitch thing. We all get posed when we're out networking, and it's the famous question, what do you do?

And the challenge most of us have is when we are posed this question.

We don't have an answer.

And worse off, this is what our answer.

Is.

How many have said, I'm a broker, I'm an employee benefit consultant, I'm a risk manager, and had somebody go, seriously? Really? Tell me more.

Nobody. None of you. So the problem is, this is what 98% of our peers do. They don't have an answer. In fact, I can remember sitting in a conference room with an agency about two years ago, three years ago. And the owner of the agency was so proud because he was like, when people tell me what I do, I say, I'm a benefit consultant. And I was like, seriously? So does everybody else. Like, that's not different. So what I want to help you do today is actually learn how to write an elevator pitch.

Now, here's the cool part. If anybody is on this call and sucks at cold calling, like yours truly and hates it, this elevator pitch will actually make Your cold calling better, because it's going to help write your script when you don't know what to say.

So what we want to dive into, and I'm just going to get right into it, it's some basic, basic formulas you can be using when you write your elevator pitch, guys. And there's three questions you've got to answer as you're writing your elevator pitch. The first question you've got to solve or answer is, what problem do you solve?

So I want you guys just to think you. If you've been on these webinars we have, we've brought this question up before. What problem do you solve? And. And don't overthink it, guys. And by the way, I know you guys solve a lot of problems depending on what you do, because a lot of prospects have different problems. But think about the one you like. You guys, your company or you solve the best. Which one lights you up? The.

Now, what you want to think about, though, is not only the problem you solve. So I'll give you guys an example. Problems come in two forms, external and internal. So let's say you solve the external problem of rising health insurance costs. That's an external physical problem.

Equally important, though, there is an internal problem that's going on with your prospect, that cfo, that HR director, whoever, broker. And that could be frustration, anger, doubt, hopelessness, you name it. So when you ask the question or answer the question, what problem do you solve? You actually have to give two answers. What's the outside problem I help solve? But what is the internal emotional problem I'm helping the decision maker solve, too? So it could be the frustration around rising health insurance costs.

Now, I'll give you a great example, guys, of where you have to dig deep with problems. Sometimes you think it's a very obvious problem, but the problem is actually four layers deeper than the one you want to solve. I'll give you a quick example. I was working with a client yesterday, and he loves solving health insurance cost issues. That's his gig. But I forced him to dig deeper into it. And we kept digging and we kept digging. And I said, we need to find the problem that lights you up, that makes you get up every single day. And that's the problem I'm going to fight. And what we dug out of him now he's up in central California, is the problem that really angers him, that he loves solving is it is freaking expensive to do business in California.

And what lights him up is getting up every day and helping companies fix the Health insurance because maybe they could do business more affordable. So you'll notice the problem isn't health insurance costs. That's what he, he tries to attack every day. But the real problem he's here to solve is it's frickin expensive to do business in California. And Ryan Volk, I'm looking at you. It is the same way in Colorado these days.

So you got to figure out what problem you solve, guys. That's number one. Second question. What is your process for solving it?

What is your process? What do you do to help people win? To take them from an unhappy prospect to a happy client? Now, if you're on the call right now and you're a wholesale partner of the industry, I hate to use the word vendor, you have this, you have the process. It's your product. Your process is your product because you're probably selling one product. But for everybody else, the advisors, what's your process? What do you do? What three steps, four steps do you use that take your prospect who's unhappy today, frustrated, struggling with this problem, help them have success.

I know McNeurlin vendor is a bad word. I know it's a bad word in this industry. I get it.

This is one of the things, guys, this part of the exercise, by the way, if you have not taken the time to do this process, sit down and do it. Because if you're an agency, by the way, if you represent an agency, no matter what problem your prospects have, you should actually have one defined process that you walk every prospect through. It's got to be a rinse and repeat. Because if you don't, you're recreating the wheel with every prospect. I used to do that. It's. It's a bad place to be. You want to have a rinse and repeat process that you're walking them through and they're no longer walking you through their process. See, the reason I don't like RFPs, especially with big, big organizations, is you're going through their process, they're not going through yours.

And then the final question is, what does success look like when they go through your process?

And by the way, it's not rocket science. The success is the opposite of the problem. If the problem you're out to solve is rising health insurance costs, the success is reduced or controlled health insurance cost. If the emotion was frustration and anger, they're happy now. If they had hope, if they were hopelessness, now they believe they can do it. They have confidence. Don't overthink this stuff. One of the Biggest mistakes we make the insurance industry because we feel we have a unique language, which we do is we try to get too cute and fancy with what we do. You have to speak at a level that a third grader can understand.

Because you got to remember when it comes to what you do, you're talking to people who probably have a third grade education in what you do. Even a CFO with letters behind his or her name, they don't understand health insurance like you do.

So don't try to get fancy. Just speak the truth. I solve this problem that's making you feel this way because we have a process.

We use that creates this result, which leads us.

To our one liner. And if you got a pen or a pencil with you right now, this is the time to take some notes or do an exercise.

I want you to look if you were writing down what the answers to the questions I was posing. The first question again is, what problem do you solve?

And how does that make your prospect feel?

And that becomes the first part of your elevator pitch. Let me use my own as an example. Somebody said, andy, what do you do?

I say, if you're an insurance agency, it's pretty frustrating when you know you're good at what you do, but you're staring at an empty sales pipeline.

For all the advisors who just heard that, how many say, yeah, it sucks when you know you're good but you have no one to talk to.

So I want you to look at yours and go, okay, now I know the problem. I know the emotion it creates. Write a one line statement talking about the problem. For a business owner, it's frustrating when you're watching your health insurance costs go up every year and there's nothing you think you can do.

So think about the problem externally and internally. And that becomes the first half with of your statement. And by the way, story brand calls it a one liner. Guys, if it's two sentences, it's okay. Call it a one line.

By the way, this one liner is what movies use movie directors use to get funding for their movies. Anybody know what the most famous one liner in movie history is?

There's no crying in baseball. What is it?

There's no crying in baseball. That's a movie line. But I'm talking about the pitch the director used to get funding.

Anybody ever remember, Remember the movie? Oh, now I'm forgetting it.

It's a space movie with monsters.

Spaceballs.

Jam. I didn't want to see the abyss. But it was, it was with Sigourney Weaver.

Aliens. Alien. Alien. They have the most famous one liner in movie history to get funded. You know what they said when they walked in? It's Jaws in space.

Yeah.

But my. With the one liner, guys, you've got to come out with the problem. Now, the second half of the one liner.

Is where you introduce your process, your solution and the result it creates. So again, I'm going to go back and use mine as an example. If you're an insurance agency, it's for an insurance agency, it's frustrating when you know you're good at what you do, yet you're staring at an empty sales pipe.

Part two, Our complete Game Marketing Playbook insert process.

Helps you target the right prospects with the right marketing message so you can thrive with a full pipeline.

So the second half of your elevator pitch is what's the process? Give it a name. Our complete Game Marketing playbook. If you're, if you're a wholesale partner, it's script sourcing, it's bento. Whatever the name are bent, you know, that's what you do. Then what result does it create?

If you just focus on that.

That becomes an effective elevator pitch.

So the next time people ask you what do you do? You don't have to pause and say, it's complicated, or I'm a broker, or you just say, listen.

I work with business owners who are frustrated because their health insurance costs are going up. Our ABC process teaches them how to control their cost, how to reduce their cost over time so they can grow their thriving business.

But it's that process. Guys, here's the key. Why you need to have a process and you should give the process a name.

Is it's what makes you unique.

Even if that process is the same process as another advisor down the street.

Because you gave it a unique name, it's yours.

If you were on last week's webinar, you heard me talk about.

Better no longer wins. You can.