Why You Need a Security Sales Elevator Pitch

It's Thursday morning and you're standing at the back of the line at the neighborhood Starbucks. In strolls the president of a large local company who takes the spot right behind you. You can't believe it. You've been trying to get in to see this guy for over a year, without success. And now fate has delivered him right to you.

You collect yourself, say "good morning" and the two of you exchange some pleasantries about the nice spring weather. Then he asks, "So, what do you do?" Here it is, your big chance. There are only two people in front of you and the clock's ticking. So what do you say? "I sell security systems." His eyes glaze over and he starts eying the menu on the wall. "Guess I better figure out what I'm going to have."

Ouch. If you (or your salespeople) aren't ready with a smooth, killer response in these situations, you need an elevator pitch.

What's an Elevator Pitch?

An elevator pitch is a mini-presentation that you can give on the fly. It succinctly highlights what you and your company do and the kinds of solutions you offer. It encompasses your "unique selling proposition" -- what sets your company apart in a way that's important to your customers. Most of all, it engages the person you're talking with enough that they want to know more.

It's called an "elevator pitch" because you should be able to give it in the course of an elevator ride. You have about 30 seconds to make the right impression, so you need to make the most of the limited time you have.

The Four Parts of a Killer Security Sales Elevator Pitch

A killer security sales elevator pitch does four things well. First, it engages the person you're talking with. Ideally, it gets them to ask: "Really? How do you do that?"

Second, it's targeted to the person you're talking with. Only include information that will be of specific interest to your listener -- the security solutions that will be of specific interest to them. This means you'll need more than one elevator pitch. For example, you'll probably need one for both residential and commercial security prospects.

Third, it highlights your unique capabilities. What is it about you or your company that sets you apart in a way that's important to the listener? Make sure you don't spew features here. Use benefit-rich words.

Finally, it gives specific examples that back up your assertions. This can include things like the number of years you've been in business, well-known customers, high-profile security projects or success stories.

The goal of an elevator pitch is to set the stage for more in-depth conversation. It's purpose is to open the door, not close the deal. In the short time you have, you need to spark interest and highlight what makes your security solutions valuable and unique. Just enough to convince the listener this is something they want to explore further. No more. No less.

Want an Example?

For more guidance, take a look at this security sales elevator pitch worksheet. Ask others in your company to complete their own worksheets and then hook up for some brainstorming and practice. That way the next time that elevator door opens (or you're in line at Starbucks), you'll be ready!