How do you sell your services in 30 seconds or less? If you said, “with an elevator pitch” then you’re right on the money (figuratively and literally).
How do you sell your services in 30 seconds or less? If you said, “with an elevator pitch” then you’re right on the money (figuratively and literally).
But almost any nutrition professional can tell you, this is easier said than done!
In fact, that 30-second pitch can take some professionals months, or even years to perfect.
However, we didn’t want you to have to wait that long. So, we’ve put together a guide that can help you streamline your pitch in record time! Keep reading to learn how…
What’s an Elevator Pitch and why you need one…
Let’s start with the basics…
An elevator pitch is usually a 1-3 sentence marketing tool that encapsulates your value proposition and what you do in one neat little package.
Many of us know what it’s like to be pitched to…
We deal with ads scrolling through our social media feeds, sales calls, and people trying to convince us of value everywhere from our inboxes to our mailboxes.
All of this information has a tendency to overload our senses and makes it difficult for us to stay focused for very long.
But amidst this sea of similar pitches, we run into the odd one here and there that really sticks with us. These are the elevator pitches that have been perfected and carefully honed to get their message across in style.
“But isn’t selling evil and annoying?”
Okay, we KNOW that “selling” has turned into a dirty word in many circles…
Cold calls can be terrifying and chasing down leads can be as exhausting as it sounds!
BUT a brilliant elevator pitch can turn a sale into an easy and pleasant experience for everyone involved.
The key is to present the purpose of your nutrition business in a way that grabs a person’s attention, holds it, and intrigues them enough to prompt a longer investigation into your services.
After all…
You have a service that just about everyone can benefit from (nutrition) and sharing this with people has the potential to make a positive impact on their lives, and on your practice!
So, what’s the only thing your potential clients care about?
This may seem like an impossible question, but it really has a very simple answer:
The “WHY.”
Your clients don’t want to hear about the features, the bells and whistles, or your long list of personal achievements (yet anyway).
They want to understand why you do what you do, and why they should care.
This means focusing your elevator pitch on how your services will benefit your clients and appealing directly to their needs.
What you should NEVER talk about when pitching…
Experience tells us that it’s best to avoid talking about how great and wonderful YOU think your nutrition services are.
Because guess what?
You’re biased, and a potential client won’t care about your personal opinion.
Here are some bits you’ll want to keep out of your pitch:
- “Me” statements that try to relate your client’s experience directly with your own: “This worked for ME, so it MUST work for YOU!”
- Statements that have been used over and over again in the same way – be original!
- Statements that are too abstract and that don’t clearly represent the value you offer to your clients.
- Pitches that are self-deprecating: “I know you probably won’t be interested…” or, “I don’t mean to bother you, but…”
- Boring language that doesn’t hook the reader/listener from the start
Do this before writing your elevator pitch…
One of the best things you can do before writing your elevator pitch is to see if you can sum up your entire nutrition service in one sentence.
Does this sentence focus on the benefits you provide to clients? And does it accurately reflect the purpose behind your profession?
If the answer to both of those questions is “yes,” then you may be on the right track.
However, if this is difficult for you, consider getting some outside input!
Ask some of your clients or colleagues how they would describe what you offer in just one sentence. This can be immensely helpful and offer an objective viewpoint of your value.
Introducing, the perfect nutrition pro elevator pitch formula…
Many experts have suggested playing with current social trends, using puns, humour, or language that invokes an emotional response when crafting the perfect elevator pitch…
But this is only one part of a larger strategy…
The formula for a perfect elevator pitch should always include (not necessarily in this order):
- A question that helps the client identify the pain point that you’re targeting
- A statement that explains what you do and offer
- An explanation of the benefits that it provides to the client
That sounds simple enough, but it takes a lot of time and practice to nail down exactly what to say, who to say it to, and when to try and pitch!
So here are some additional tips to draft your first version:
- My name is __________ and I am a __________ (your practice area)
- I am a certified __________ (mention your specialisms with us!)
- I have a __________ (list any other key degrees)
- I help people __________ (state your purpose / value)
- Some of my strengths are __________ (list strengths)
- I have helped clients with __________ (focus on experience relevant to your advisory practice)
- And close with a question e.g. “Do you have any nutritional / health goals?” to create conversation.
The idea is that once you have started a conversation, to try and find a common ground (e.g. a similar client) and expand from there. You have their attention!
Another way of looking at it is by thinking back to some of your favourite brands…
Pull up some of their advertisements and check out the short blurbs that really sold you on their value.
These are likely some excellent examples of elevator pitches that can allow you to see exactly what you should be aiming for!
Practice makes perfect – unlock your hidden confidence
A huge part of sales is a performance!
Take some time, stand in front of a mirror, and practice delivering your elevator pitch!
You’ll realise that your initial pitch ‘shrinks’ because you’re either tripping over unnecessary words or information, or you’re feeling better and more relaxed with a different style.
Don’t forget to ask your family and friends for input. It’s likely that they don’t know exactly what you do and they’ll either be “ah, now I get it!” or still confused.
This is great feedback that will help you create an even more effective pitch.
Once you’ve honed your skills, consider sharing it on social media and tagging The Health Sciences Academy in your efforts! If we like what we see, we may even feature you on our page…
Feel like you need to grow your value proposition a bit more before you perfect that elevator pitch?
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