Your Experience Doesn’t Matter, Without This

Resting on your laurels is deadly.

Because what you've done in the past isn't the same as what you might be able to do for others. And what people buy, hire and invest in is NOT your past. 

It's your potential. 

The past provides the platform for future results - but, as any financial leader will tell you, past performance is no indication of future results.

Your experience doesn't matter if you can't connect what you've done to the people that matter most.

There has to be something more than accomplishments, features and functions, if you want to create an impact.

In a traditional sales context, there are three ways to sell something:

1. Features and Benefits: Here’s what it is, here’s what it does. Horsepower, processing speed, pixels and service. (Hopefully, you’ve picked the right features and benefits for your customer – otherwise, this shotgun approach could take a while to find something that matters to your listener). And your granddad may have told you to always focus on benefits, not features. But guess what grandpa forgot: who decides if something is a benefit? Not you, Gunga Din. YOUR CUSTOMER. All you can offer are features - no matter how you try to say it. Your pitch doesn't matter until your customer says, "Yes, I agree. Your granddad is pretty smart."
2. Comparison: we’re the biggest and the best, better than the other guys. This approach is similar to meeting a beautiful woman, and telling her that you’re interested because she’s prettier than your ex-wife. (Let me know how that turns out for you. I bet I can guess...) Sometimes comparisons aren’t the best approach. Because you know what comparisons invite? COMPARISONS. Talk about the other guys, and that's exactly who the customer will call as soon as you leave the room.
3. Resonance: are you on my same wavelength here? Resonance means “a quality of evoking response”, according to Merriam Webster. The term is used to describe objects vibrating at the same frequency. In this aspect, resonance is a metaphor for two people sharing an idea or concept. This idea of resonance is central to creating agreement, and central to closing the sale. 

The NEW Elevator Pitch is about resonance - about connection as the first step towards your content. Not comparison. Not features and functions. But an authentic connection that can change the conversation. 

Can you convey a truthful message, that connects with your audience, at a new level of meaning? If that sounds touchy-feely, or somewhat less than concrete, here’s how you can know if your message creates resonance:

• When you finish your pitch, what does your listener do?
• Does your elevator speech inspire action?
• Does your listener say, “Tell me more…”?

If you want to go beyond impressive accomplishments, interesting features, and competitive comparisons: consider how to create a message that matters to your listener.

That’s what I call, “resonance”. 

Without it, your experience doesn't mean a thing.

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Chris Westfall is the US National Elevator Pitch Champion, and delivers keynotes for high-growth businesses around the world. His website is westfallonline.com

Coaching clients onto Shark Tank,Dragon's Den and Shark Tank - Australia, he specializes in high-stakes conversations, leadership and branding. With an extensive career in broadcasting and video production, he has appeared on CNN, ABC NEWS, NBC TV and many other media outlets. He's the publisher of seven books, and an award-winning MBA instructor at a top-rated business school (having been recognized as the MBA Communicator of the Year).

He regularly works with business leaders to help create new communication strategies, building engagement for high-growth businesses and Fortune 500 companies. To find out more about his keynotes, workshops and trainings, visit his website at westfallonline.com - you can also follow him on twitter @westfallonline