When I was a networking newbie, an entrepreneurial woman I met told me she’d like 15 minutes of my time during which she promised to “dazzle” me. I agreed to hear her pitch. I was not dazzled. I don’t remember what she was selling. But I do remember her misuse of that word and my time.
‘Under-promise and over-deliver’ has been a mantra for me both as a giver and receiver in the business marketplace. So, when I read and article in the current More magazine that perfectly demonstrated a truly dazzling presentation, I wanted to share it with you.
Barbara Bigford had invented a product that she wanted to get into the Savannah Walmart. She promised the buyer to keep her pitch to under five minutes and held up a stopwatch to prove it. Already an irresistible offer, right? I’m going to quote verbatim what she said (according to the article) and add my editorial comments alongside.
- I’m the owner of Seabreeze Products, [~ names her position and the company]
- a newly approved Walmart vendor [~specified her credentials within the organization]
- with a fabulous item that I just know you’re going to love– [~confidence and optimism for that person’s buy-in]
- –a beach umbrella that does not, I repeat, does not blow away! [~names the product and the problem that it solves, twice for emphasis]
- She held one up. [~props are critical to the success of a presentation]
- This is the only umbrella that comes with a weightless anchor. [~paints a picture of a concept that raises a question in the buyer’s mine]
- You just fill these pockets with sand to weigh down the umbrella, then empty them when you leave the beach. [~answers succinctly and thoroughly the question she raised in the previous sentence]
- Isn’t it amazing? [~gives prospect/buyer time to take in the genius of her invention]
- No more chasing wind-blown umbrellas down the beach! [~reiterates the problem she’s solving with a powerful visual image}
This had to have taken weeks to write, edit, memorize and rehearse, but the payoff was worth it–sales to Walmart and 400% growth for her company in the two years before licensing her invention. Here’s an image of the product and a link if you’re sold too.
Not only do I love the simplicity of the umbrella (and the fact in beckons me to the beach), but Barbara’s presentation follows the ease of use and simple, straight forward answer to an every day dilemma! We can all learn from her fabulous approach, thank you for sharing!
Thanks for sharing, Jane. This is a great example of not just a concise yet info-packed message, but also a demonstration of the power of rehearsal. You might have a fabulous message about the greatest product or service ever, but if you don’t practice your pitch, your message, your presentation, it won’t matter.
I must be missing something but I can’t find the product under your link.
It’s a great product!
@Lisa
Yes! I knew YOU’d appreciate this one. She totally nailed it and was generous to share the language with MORE readers. But practice is the key. It wouldn’t have worked if she’d read it. She knew it by heart which speaks volumes.
@Carrie
The cyber-gods intervened. Thanks for pointing this out. I’ve fixed it. Hope you’ll try again. Thanks for letting me know.