In Part 1, we introduced the idea of a 30-second commercial. Check it out here.
Now were gonna get practical and give you the framework.
This is where most salespeople get stuck. Not because they do not know what to say, but because they say too much.
A strong 30-second commercial is simple and structured. It has four key components:
- A quick intro
- A framing statement
- Pain indicators with examples
- A hook question
That’s it.
The challenge is not the structure. The challenge is discipline. Most people rush straight into talking about their solution. That is exactly what you want to avoid.
Instead, focus on the pain.
The Framework
Here is a simple outline you can follow:
“My name is [name] and I’m with [company]. We are in the [industry] business. We typically work with [type of client] who are [pain indicators], frustrated with [challenge], or concerned about [issue].
I’m not sure if any of that applies to you, but I’m curious, does any of that resonate?”
Why This Works
The goal of your 30-second commercial is not to impress someone. It is to start a conversation.
Notice the tone:
- You are not pitching
- You are not assuming
- You are not forcing a fit
You are simply sharing who you work with and the problems they experience, then asking if it is relevant.
That shift alone changes everything.
A Real-World Variation
You can also tailor your framing statement based on who you are speaking to. For example:
“When I speak with Chief Revenue Officers or heads of marketing, they often tell me they are concerned their team is doing a great job servicing existing clients, but not generating enough new opportunities.
In some cases, they are frustrated that their team relies too heavily on discounting to win business.
I do not want to assume that is happening in your world, but would any of that be worth a conversation?”
Keep This in Mind
The most important part of your 30-second commercial is what you leave out.
You do not need to talk about your methodology.
You do not need to explain how long you have been in business.
You do not need to pitch your solution.
If you do this well, the prospect will invite you to have that conversation.
And that is the goal.
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Dave Fischer and the Sandler Training NYC team helps sales teams and leaders improve their sales process, coaching skills, and performance. We provide proven sales training, leadership development, and sales process support for NYC-based organizations. Contact us to start the conversation.
