You’ve heard it before—at a networking event someone asks, “So, what do you do?” Too often the answer is flat: I’m an engineer… I’m in sales… I’m a consultant. Sometimes people even launch into selling right away. Nothing ends a conversation faster.
The problem? Most “elevator pitches” are about the speaker, not the listener. People don’t want to be sold—they want to feel understood. The best introductions show that you care about their challenges and the people you help.
Here’s a simple 4-part framework to make your commercial stand out:
Who You Are – a quick intro, nothing more.
Who You Help – be specific (not “anyone and everyone”).
Pain Statements – highlight the issues your clients face, not your features.
Example: frustrated their salespeople aren’t closing enough new business, or worried that deliveries aren’t on time.
Hook Question – invite engagement. Ask: “Do any of these sound familiar?” or “Who do you know that might be facing this?”
The goal isn’t to pitch—it’s to connect. When your intro focuses on their world, you stand out from competitors who just push products or services. You’ll come across as a trusted advisor, not another salesperson.
If you want to separate yourself in the first 30 seconds, start here. Shift the focus from what you do to who you help and the problems you solve—you might be surprised where the next conversation leads.
At Sandler NYC, we help professionals master the sales process through proven sales training that builds confidence and results. If you’d like to refine your own 30-second commercial—or learn how to make every part of your sales process more effective—contact us HERE.
