What does your elevator pitch say about your company? In what ways do you and your team members always go two levels deeper when serving the end user? How do they express this in a short elevator pitch?
Organizers scheduled 50 solid minutes of a rotation for each vendor to showcase what they did. This ended up being about 5 minutes for each. The emcee (conference organizer) went to each table and personally introduced each person at the table and their company they represented. Because the organizer leveraged each vendor in his own dental practice, he gave a true testimonial about how he used each vendor before turning the mic over to them. He talked about the WHY he partners with them in the voice of an end user, simply wanting to serve the needs of his end users - his patients.
However, it was unfortunate that each vendor did not have their spotlight being recorded by them. The testimonial about how an end user used their products and services to make their practice a great experience for their patients was pure gold! If it were me, I would have grabbed him during the break, put my smart phone on video and hit record!
When the mic was handed over to each vendor and while they could probably sell their products in their sleep, most were not prepared to showcase a solid elevator pitch to the room of 160 attendees. Let me explain. As each vendor shared about who they were and what products and services they represented, it seemed that 97% of their spotlight pushed, meaning, they pushed their products, services and their company. Now, as professional sales reps, that's their job, isn't it?
The experience reminded me of a question that a mentor once asked me, "Have you ever tried to push a rope?" While who they are and what they represent certainly matters, it didn't in that way. In my opinion, they had not earned the right to do so yet. Even though the emcee gave an introduction. If they could have gave their elevator pitch in a way that matched the testimonial that the emcee gave moments before, I'm certain that would have resonated much more effectively with the attendees in the room.