If you are a business owner or a sales person, it’s a good idea to have a prepared Elevator Pitch because you never know when you will need it. You may meet a potential client in an unlikely place and not have enough time go through your sales pitch, or it may just not be an appropriate place to talk business. You should give them your short elevator pitch and give them your card to follow up.

Time is of the essence when forming your elevator pitch, so be sure that top-level information is included, such as the name of your business, what it is that you sell and what makes you different from competitors. Write your Elevator Pitch as though the person you are pitching has no background in your field. Keep it short, use simple language and avoid buzzwords. It would also be helpful to get feedback on your pitch from colleagues, co-workers or friends.

Want more advice on crafting an Elevator Pitch? Check out this article.

Hire a Contractor
An in-house writer or someone in the marketing department may be too immersed in the business to write about it from a fresh perspective. Hire someone outside the company to write copy for you. Ask them for clips of their previous work and be sure to let them know that you are not looking for normal, everyday business writing. You want it to POP!

Be Honest
Honesty is the best policy, whether you are going for corporate, silly or serious, but it helps to have fun with it. If turn-around time for customer complaints is 24-48 hours, say just that. If you are short staffed, and it’s a week, say it’s a week. Nothing infuriates a customer more than a false promise. Woot.com is a great example of site with personality that is also brutally honest. For those not familiar with Woot, they are a “Deal-a-Day” website that sells one item per day at a deep discount. You can usually get some good deals, but you are always at risk of getting a dud. Their product descriptions are very literal and hilarious. Here is an example of their brutal honestly from their FAQ page:

Will I receive customer support like I am used to?

No. Well, not really. If you buy something you don’t end up liking or you have what marketing people call “buyer’s remorse,” sell it on eBay. It’s likely you’ll make money doing this and save everyone a hassle. If the item doesn’t work, find out what you’re doing wrong. Yes, we know you think the item is bad, but it’s probably your fault. Google your problem, or come back to that product discussion in our community and ask other people if they know.

Tell a Story
Get creative with you product descriptions by using a story line to describe what your products and services do for its customers. If you have some that are true, even better! You may want to consult your customer service department for assistance if you decide to go this route.

A smart way to move downmarket would be simplify a current high end product. For instance, if you own a software company and your flagship software has lots of bells and whistles that clients may not necessarily need, create simpler product. You may want to survey your current clients to see what features they find useful and which ones they do not.

Be sure to make a distinction between a downmarket product and a high-end product. If there is confusion in the marketplace it could affect your reputation. You may even want to choose a new name in which to market lower-end products.

Tips from the Top
Inc. Magazine recently followed Sales Guru John Deal and observed his sales strategies.

First, you should make your client comfortable. If your client is in construction, don’t show up in business suit. You want the client to be able to relate to you on a personal level, so starting out with small talk is best. Don’t jump into your pitch immediately. Also, by letting your client talk, you can gain more insight into what their needs are and tailor your sales pitch as such.

During a sales meeting, you will no doubt discuss how your business can best help theirs, but also take the time to discuss what your company does and its strengths. Your client will also want to know what your company’s weaknesses are, so be prepared to discuss those as well. Never leave a sales meeting without discussing cost. It will no doubt be on your client’s mind.

When your meeting is coming to a close, do not ask for money. This may alienate your customer as they will feel they have to make a decision too quickly. Be sure to have a follow-up plan and do everything that you say you are going to do. The customer will look favorably upon you and your company if you are reliable.

Tips from Customers
Customers can be your biggest cheerleaders or your toughest critics. Here is some advice from some tough customers:

Be different, make sure you let the customer know what your company can do that no one else can do. If you fail to do this, you and your company are sure to fall to the bottom of a clients list. Go above and beyond with your research before meeting with a client. It’s better to have information and NOT need it than it is to need the information and have nothing to say. These days, going above and beyond makes you different and memorable; you will make a good impression by doing so.

When giving a sales pitch, be sure to be genuine. If a client thinks you are a fake, there is little you can do to change your mind. If you stand behind your company and your product, clients will as well. Also, be sure to go through the proper channels. Some companies may be put off if you try to bypass process by going through someone you know at the company. This could make you seem disingenuous.

The Mind of a Sales Person
The mind of a Sales Person is a mysterious thing. It appears that they are more motivated by rejection than approval. A recent study showed that Sales people who had more failures often had more successes. They tend to learn from mistakes more frequently than the average person and can adjust their strategies quickly.

Rewarding a sales team with a bonus or a trip is effective, but in most cases the symbolism of an award is more meaningful to a Sales person. For example, a bank with a slow sales culture would give out small diamonds that the sales people put on their jacket. It’s permanent and visible to co-workers and clients.