I JUST ELEVATOR PITCHED MY DEAL TO A U.S. PRESIDENT, BUT THEN THIS HAPPENED...

First thing you need to know is that most people do elevator pitches completely wrong... 

So I wanted to share this pitch I made to former U.S. President Jimmy Carter. 

... it’s one of the best elevator pitches I ever gave…

And this will answer the ONE question all smart dealmakers keep asking me. 

Second thing you need to know...

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HERE’S THE BREAKDOWN IN 71 WORDS:

Because we have less than 60 seconds to deliver an elevator pitch, we shortcut the pitch to fit that short time window. This is why people skip straight to talking about features, benefits, and terms. 

But when you start with features, your deal

dies in that elevator with you.

Instead, when you “reverse” your elevator pitch like I’ll show you, then you get the meeting, which gets you the deal.

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Now if you’ve ever heard a great elevator pitch (or given one), then you might’ve heard something like this…

“Our product is twice as good as the competition. Even Google uses it. The best features are X, Y and Z. We can lower your costs 200%, and over time, you pay a fraction of what the other guys charge!”

And it’s brilliant, right? 

It’s got the "hook", key features, key benefits, and the unique selling proposition built into about 8 seconds of talking time...

But this is completely WRONG. 

Because reading off a list of features and benefits creates a cold cognition (which puts your buyer into “analytical thinking mode”).

This is NOT GOOD.

Instead, you want to do the opposite...

A while back, I was asked to prepare a pitch for former U.S. President Jimmy Carter. We wanted BOTH his money and his endorsement.

So what sort of new, exciting and sexy product was I selling him… 

Was it "Iron Dome" missile tracking software?

Quantum computing cyber security?

Next generation Predator drones?

I wish…

This presentation was for light bulbs. A product almost as thrilling as windshield wipers.

But this complete lack of “sexiness” is why I chose THIS elevator pitch example to give you — because most of us sell common, plain vanilla, “me too” products.

And light bulbs are perfect, because there’s ZERO built-in "sizzle" ...

But this also meant I had to create all of the hot cognition from scratch.

In fact, when I first got offered this deal, I said,

“NO WAY... go screw your 'light bulbs'.”

Everyone laughed at the joke, but then I saw the size of the check involved...

Soon I was sitting straight-up in my chair and said, “YES! I’ll screw in every single one of these light bulbs FOR you!”

So of course, I took the deal.

But it didn’t go exactly like I thought…

It went BETTER.

So if you would like, I’m willing to show you exactly how I researched the pitch, prepared the pitch, then executed the pitch…

But more on that in the NEXT article.

--- Oren

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