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Tim Verbeek
| Posted on August 15, 2020

How to create the perfect elevator pitch

Hi there, what is your name, and what are you doing? It’s a casual question, but in fact, this is a significant opportunity not only to introduce yourself but also to create a new business. Make sure you always have your elevator pitch available.

The market of pharmaceutical raw materials might look dull. The products are chemical structures, and all companies look the same. However, the reality is far from this. Especially in this market, you and your company’s service are what’s making the difference.

Now, let’s say you are trying to sell your APIs and looking for new customers. The first step in building a relationship that (hopefully) will have a new business partner as a result is a pitch. The actual game is also limited in time. That’s why it’s called an elevator pitch. But even if you are not limited in time, it’s not a good impression if you take 30 minutes to explain everything your company is doing.

No matter the situation, you must be able to sell yourself in 1 minute. It has to be a great pitch! Especially when you sell APIs or Excipients, your products are similar to the products of your competitors. You must leave a mind-blowing impression. The person you are talking to has to remember you. This is how your elevator pitch should look like.

The Problem

When talking to someone, keep in mind all they want is to find someone who can make their life easier. They have many problems, and your job is to help them resolve at least some. The first step in gaining trust is showing an understanding of their situation.

Talk about what bothers them, for example: When a purchaser has a great contract with a supplier of an API: Good price, always a fresh batch, and all paperwork is fine. But, the supplier is always late with the delivery without communicating well, and the purchaser needs to feel more convertible with his current relationship.

Find that sweet spot when they think: “I feel safe talking to this guy. He understands my problems, knows what it takes to get results, and might save me a lot of money and time with his expertise/ service/ product.”

Don’t be afraid to augment the problem, but be careful not to minimize it! Even if the prospect’s problem is not challenging for you (because you are that good at resolving it), don’t break the illusion that it’s a significant obstacle. Instead, prepare them for the discovery of their life.

Remember, we are all humans and need someone to say: “I understand how you feel; I can take care of that. Let me help you.”

What’s in it for me? Offer the solution.

Understanding the prospect’s problem is just one part of a successful pitch. Talking about how exactly you can help and connecting with him or her is a whole different thing. Let’s put it this way- your prospect needs Ramipril, for example, and you sell Ramipril.

But that is not enough to close a deal. Everybody sells Ramipril! But are other suppliers also able to unburden the customer? That’s where you can make a difference. How can the prospect benefit if he or she buys from you? In other words: What is your added value?


Prove you can do it! Call to action.

Describe your previous experience, references, and success in similar situations. Having a list of clients that can endorse your skills is an excellent persuasion tool. Your prospect might find some of his relations or big names on the list, which brings you closer to a deal—everything you do leads to only one thing- a close.

Trade is all about building a relationship. Let’s put it this way: You go to a nice place and meet a nice guy or girl, talk for two hours, laugh, have fun, enjoy the evening, at some point realize you like each other, and in the end, you stand up and walk off the table. Without asking for a phone number or asking about the best time for the next date, the whole evening will end up there- at a great start that has no chance of turning into something unique and rewarding.

Close the deal! Call to action (visit our website, schedule an appointment, sign the contract, or in the case of a guy or a girl – ask for a phone number).

Last but not least, avoid jargon, say only the most important things, and practice your elevator pitch. Good luck!


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