The reason why focusing on features and benefits of products does not work is because the brain craves meaning before details, claims University of Washington School of Medicine molecular biologist John Medina. When a customer does not understand what a new kitchen or bath will do for them, how it will affect their lives and how it will make them feel every time they cross the threshold, there’s little chance that talking about the number of finishes or options available will make an impact.
To connect with prospects and repeat customers, take a page from the movie industry. Every movie begins with a pitch or an elevator speech that in one or two sentences explains what the movie is about. If there is no elevator pitch, chances are a movie will never get produced. The lesson for kitchen and bath showrooms is to master an elevator pitch.
The logline used by Larry Page and Sergey Brin to obtain venture capital for their company was as follows, “Google organizes the world’s information and makes it universally acceptable.” Those ten words explain what Google does and why it is important. Can you develop a one sentence explanation of why someone should rely on your showroom for their new kitchen or bath? Do these work: We create new kitchens and baths that improve the quality of life of our clients. We design kitchens that make meal preparation joyous. We create baths that promote health, wellness and mindfulness. We create spaces that you want to stay in.
The keys to a great elevator pitch are brevity, attention getting, memorable and repeatable.