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In 118 seconds,
you must:

  • Grab the attention of your prospect.
  • Convey who you are.
  • Describe what your business offers.
  • Explain the promises you will deliver on.
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Why You Need a 118: The New Elevator Pitch

 When was the last time you did a mirror test on your company? You know, to make sure that your business and you as its leader are still alive and breathing? Do a mirror test on yourself and your company right now take a good hard look at your business practices and thoughtfully-yet-aggressively evaluate, deconstruct, and then reconstruct your business into one that's breathing strong every day.

One of the most important parts of this first mirror test is to master your 118.

The 118 is the 21st century version of what some people still call the elevator pitch, an out-of-date name for the worthy idea that you need to sell what your company offers (and you) in the span of an elevator ride. Technology has not only made things (including elevators) move faster but also has increased the need for speed and immediate relevance in pitching.

 

 

Understanding the 118

 The 118 comes from the 118 seconds you actually have to pitch: 8 seconds to hook me and up to 110 seconds to drive it home - less than two minutes with only seconds to spare.

The first eight seconds is the length of time the average human can concentrate on something and not lose some focus. It is also the length of time of one of the toughest rides in the world: a qualified ride in professional bull riding. In these first eight seconds, you must be compelling, strong, and focused to be successful. You must hold on as one of the meanest, toughest animals in the world tries to throw you off just like any good prospect will.

Make it those 8 seconds, and I'll give you 110 more to drive your message home with no bull. But if you have not sold me at the end of the 118, I will start to tune out. At that point, we are moving forward to a sale or not.

The 118 will not guarantee success; however when used in the right way, could very well help your business to grow. Once you create a strong, articulate 118, you will need to practice, practice, and practice. Recite it as much as you can so that when opportunity knocks, you can open the door.

 

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