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How to Create an Elevator Pitch That Opens Doors

By Sean O'Shaughnessey

Seize the Moment—Even If It’s Only 30 Seconds

You’re at a networking event. Or in line at the airport. Or maybe, quite literally, in an elevator. Someone turns to you and asks, “So, what do you do?”

That question—simple as it is—can be the beginning of a great opportunity… or a missed one.

As a small company fighting for attention in a crowded market, you don’t have the luxury of wasting that moment. You need a clear, concise, and compelling elevator pitch to earn a second conversation.

The Purpose of an Elevator Pitch

Your elevator pitch—or Unique Selling Proposition (USP)—is your verbal business card. It should quickly communicate what you do in a way that intrigues the listener and invites them to want more.

Your goal isn’t to close a deal on the spot. It’s to spark curiosity. It’s to turn a casual chat into a qualified lead.

The Anatomy of an Effective Elevator Pitch

Let’s break down what makes a pitch effective—and memorable.

1. Start with a Clear, Impactful Statement

Skip the jargon. Skip your job title. Lead with value.

“I help company owners dramatically increase the market value of their company.”

That kind of opener gets attention. It invites the natural question: “How do you do that?”

2. Avoid the “AND” Trap

Trying to cram too much into your pitch dilutes your message. Avoid saying, “We do this AND that AND also this.”
Instead, focus on one powerful value proposition. If you confuse your listener, you’ll lose them.

3. Know Your Audience

Adapt your pitch to fit the moment and the person. You wouldn’t speak to a private equity investor the same way you would to a small business owner. Tailor your language, examples, and tone to resonate with the listener.

Use a Mini Case Study with the PONI Method

If you have 10 more seconds of their attention, use it to share a brief, compelling client success story using the PONI method:

Project: What challenge did your client face or what were they trying to accomplish?
Old: How did they do that before?
New: What did you provide that changed things?
Impact: What was the measurable result?

“One of my clients leveraged increased revenue to grow their company’s market value by 167% in just 10 months.”

That’s the kind of story that gets remembered.

Don’t Forget the Ask

Close by inviting the next step:

“I’d love to share how we did it—can we schedule a follow-up conversation?”

That one line can turn a random encounter into a real opportunity.

Watch the Video

To see these concepts in action and learn how to craft your own elevator pitch, watch this short, practical video:

Want Help Refining Your Elevator Pitch?

If you’re ready to sharpen your messaging and make every introduction count, I’m happy to help.
Email me at Sean at NewSales dot Expert or send me a message here.

Let’s turn your next chance meeting into a business breakthrough.

Becoming a Trusted Advisor: Solve Problems, Not Just Sell Products

By Sean O'Shaughnessey

In B2B sales and sales leadership, problem-solving is an art that goes beyond selling a product or service. The secret to becoming a trusted advisor is addressing business problems, not just selling a product. This concept resonates with salespeople, sales managers, and small business CEOs who sell themselves or manage a team of salespeople.

Sales is not just about pushing a product or closing a deal; it’s about forging relationships, understanding businesses and their unique challenges, and offering solutions to these problems. The role of a trusted advisor is not to sell a product and become a trusted advisor, but rather to become a trusted advisor who can sell a product.

The reward for earning trusted advisor status is immeasurable. It is fantastic to receive a call from a client asking for advice on solving problems they have never discussed with you. Imagine having relationships that stand the test of time and outlast competition and challenges.

So, how does one become a trusted advisor and solve problems for clients rather than just selling them a great product? It starts with building a relationship from scratch. When starting with a prospect list or an ideal client profile, the goal is not to find anyone who will respond but to seek opportunities to build meaningful relationships.

The cornerstone of these relationships is reliability.

Are you always punctual?
Do you cancel at the last minute?
Do you forget to return phone calls?

These behaviors erode trust. On the other hand, showing up when needed, providing solutions even when they are not directly related to your product or service, and connecting clients to others who can help them are behaviors that build trust.

Becoming a trusted advisor also involves understanding and curiosity about the client’s business. Do you ask questions about how the prospective company makes and loses money, how it dealt with past challenges like the pandemic, and how it deals with current challenges like rising inflation or supply chain disruption? The aim is to understand the client’s business, challenges, and competitors and offer insights and parallels to other companies.

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Two Tall Guys Talking Sales – Engage, Listen, Succeed: Unlocking Client Conversations That Close Deals – E121

By Sean O'Shaughnessey

In this insightful episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey dive deep into the art of active listening and its transformative potential in sales. Building on the discussion from last week’s episode about discovery questions, Kevin and Sean provide actionable strategies to improve your listening skills, enhance your client interactions, and ultimately close more deals. Whether you’re a seasoned sales professional or new to the field, this episode is packed with valuable lessons you can apply immediately.

Key Topics Discussed

The Role of Active Listening in Sales Success
Kevin and Sean discuss how active listening differentiates successful salespeople from the rest and why it’s critical for uncovering client pain points.
The Power of Note-Taking
Kevin shares his transition from paper to digital note-taking and how capturing accurate information leads to better follow-ups and stronger client relationships.
Body Language and Visual Cues in Client Meetings
Sean emphasizes the importance of leaning forward, maintaining eye contact, and using other non-verbal cues to demonstrate engagement during conversations.
Learning from Reporters: Listening Like a Pro
Sean compares salespeople to seasoned reporters and outlines how active listening and asking thoughtful follow-up questions can set the stage for impactful discussions.
Upskilling Through Active Listening
Kevin highlights how organizations can improve their pipeline and closing rates by investing in training that focuses on active listening and effective questioning techniques.

Key Quotes

Sean O’Shaughnessey:
“Don’t ever book a meeting without educating the client or making them a better business. That’s the only reason you’re allowed in their office.” (Approx. 8:00)
Kevin Lawson:
“Active listening is your skeleton key to unlock doors that were previously closed. It’s the gateway to uncovering real pain points and creating meaningful solutions.” (Approx. 13:15)
Sean O’Shaughnessey:
“Leaning forward in your chair isn’t just about posture; it’s a powerful signal to your client that you’re fully engaged and ready to understand their needs.” (Approx. 10:00)

Additional Resources

Sean and Kevin refer to the previous episode on discovery questions as a foundation for this discussion. If you haven’t listened to it, consider downloading it for additional context.

A Significant Actionable Item from this Podcast

Apply Active Listening in Your Next Sales Call
In your next client interaction, focus on active listening by using these three steps:

Lean forward and maintain engaged body language.
Paraphrase the client’s statements to ensure understanding.
Take detailed notes and review them to tailor your follow-up responses.

These small adjustments can significantly affect the quality of your client conversations and help you close more deals.

Summary

Active listening isn’t just a soft skill; it’s a sales superpower. In this episode of Two Tall Guys Talking Sales, Kevin and Sean unravel the nuances of listening to clients, capturing their pain points, and building trust through meaningful interactions. With tips ranging from non-verbal cues to the tactical use of note-taking, this conversation equips you with tools to elevate your sales game. Whether you’re preparing for a discovery call, a QBR, or a cold call, this episode is a must-listen for actionable insights. Tune in and transform the way you engage with your clients.

Happy listening—and selling!

Understanding Your Customers: The Role of Buyer Personas and Quarterly Business Reviews

By Sean O'Shaughnessey

Want to know the real secret behind successful sales? It’s not just about knowing what your customers need. The true power lies in understanding who they are at their core.

Have you ever wondered why some sales professionals consistently outperform their peers? The answer often comes down to their mastery of buyer personas and detailed profiles that capture the essence of your ideal customers.

Think of buyer personas as your secret weapon in the sales battlefield. These aren’t just random customer profiles thrown together in a rushed afternoon meeting. They represent carefully crafted composites of your most valuable clients, built from real-world data and insights. Your company might need several of these personas, each targeting different market segments with laser precision.

Creating effective buyer personas demands more than just surface-level observation. Start with a thorough analysis of your business landscape. Examine your strengths and weaknesses. Map out the opportunities that excite you and the threats that keep you up at night. This foundation helps you understand exactly where you fit in your customers’ world.

What makes your top customers tick? The answer lies in meaningful conversations with your best clients. These discussions should dig deep into both quantitative and qualitative factors. Demographics tell part of the story – age, position, education, family status. But the real gold comes from understanding their motivations. Why did they choose you? What problems do you solve that keep them coming back?

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Unlocking Sales Success: The Power of KPIs in Sales Processes

By Sean O'Shaughnessey

Are your sales KPIs helping your team succeed? Many sales leaders focus solely on closed deals. This narrow view misses crucial elements of sustainable sales growth.

The journey matters more than the destination. Sales excellence follows a similar path. Your team’s daily actions and behaviors create the foundation for lasting success.

Effective sales measurement requires a comprehensive view of your team’s activities. Top performers consistently execute vital behaviors that drive results. They prospect strategically, nurture relationships, and expand their presence within existing accounts. These leading indicators paint a clearer picture of future performance than lagging metrics alone.

Your KPI framework must evolve beyond historical analysis. Forward-looking metrics help you spot opportunities and challenges before they impact revenue. What’s happening in your pipeline right now? How are your teams finding new prospects? Which accounts show growth potential?

Experience levels significantly impact appropriate performance measures. New salespeople face different challenges than seasoned veterans. A rookie might need help with fundamental sales behaviors while learning your company’s approach. They need clear operational guidance and structured metrics that reinforce proper execution.

Veteran salespeople bring established skills and proven track records. Their KPIs should emphasize continuous improvement and cultural alignment. How are they advancing their capabilities? What value do they add to the broader sales organization?

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Why Americans Should Be Thankful This Thanksgiving

By Sean O'Shaughnessey

As Thanksgiving approaches, the season offers a powerful moment to recognize our extraordinary position in the global business landscape. As business leaders, entrepreneurs, and professionals, we operate within a framework of unprecedented opportunity and abundance, and this reality deserves our attention and appreciation.

Our daily business operations rely on technological capabilities that much of the world’s population cannot access. Each time we open our laptops, join virtual meetings, or process digital transactions, we leverage tools representing remarkable privilege. These resources fundamentally transform our ability to build, scale, and succeed in business. The American business environment provides exceptional advantages that deserve recognition. Our infrastructure, legal frameworks, and market access create a foundation for entrepreneurial success. We benefit from systems that foster recovery and growth, even during challenging times. Consider our robust network of support services, educational resources, and professional opportunities.

Practicing intentional gratitude strengthens our leadership capacity and business perspective. Before your Thanksgiving celebration, take time to acknowledge the mentors, partners, and team members who’ve contributed to your journey. Recognize the systems and opportunities that enable your business operations. This reflection goes beyond mere sentiment—it builds resilience and shapes strategic thinking.

The business landscape presents significant challenges, and many professionals face personal struggles during the holiday season. Loss, isolation, or business setbacks can make the celebration feel difficult. The strength of our business community lies in supporting each other through these moments. Professional networks should extend beyond business transactions to genuine human connections.

Our position in the global business ecosystem carries both privilege and responsibility. While pursuing growth and innovation, we must maintain perspective on our advantageous starting point. The American business environment, despite its challenges, offers unprecedented opportunities for those willing to pursue them.

The holiday season provides a natural pause point for strategic reflection. Use this time to evaluate your position within the broader business landscape. Appreciate the resources, relationships, and opportunities that support your professional journey. This awareness strengthens your leadership capacity and business perspective. The privilege of operating in the American business environment extends beyond material advantages. It includes access to knowledge, networks, and opportunities for continuous growth. These assets represent extraordinary value in the global context. Our awareness of these advantages should inform our business decisions and leadership approaches.

Professional success intertwines with personal well-being. The strength of our business community depends on supporting each other beyond traditional business relationships. Reach out to your professional network with a genuine interest in their well-being. Strong communities build resilient businesses.

This Thanksgiving, let’s move beyond surface-level appreciation to meaningful recognition of our business advantages. The American entrepreneurial ecosystem provides extraordinary opportunities for growth and success. Acknowledging these advantages strengthens our capacity for effective leadership and sustainable business growth.

Contact me if you need support. Genuine connection and mutual support strengthen our shared success.

May your Thanksgiving celebration provide both rest and perspective for the journey ahead.

Happy Thanksgiving!

Two Tall Guys Talking Sales – Sales Intelligence 101: Using AI and Networking to Target Ideal Customers – E112

By Sean O'Shaughnessey

Welcome to another compelling episode of Two Tall Guys Talking Sales with hosts Kevin Lawson and Sean O’Shaughnessey! Kevin and Sean dive deep into a central challenge for sales teams: identifying ideal customers and building a robust prospect list. In this episode, they uncover practical strategies, share indispensable tools, and illustrate how a strong grasp of your customer can turn prospects into loyal clients. Whether you’re part of a lean sales team or managing large territories, this episode is loaded with insights to help you grow.

Key Topics Discussed

Building Your Prospect List (approx. 2:00): Kevin introduces the concept of creating an ideal prospect list and breaks down the importance of strategic targeting beyond mere proximity or broad industry fit.
Activating and Leveraging Networks (approx. 3:00): Both hosts discuss the value of networking to uncover warm referrals, emphasizing the need to build a customized, one-to-one outreach strategy.
Effective Tools for Targeting Customers (approx. 4:45): Sean and Kevin highlight essential tools like LinkedIn Sales Navigator, KnowledgeNet, and AI-powered tools like Perplexity to streamline the process of finding and qualifying leads.
Understanding the Customer’s Goals and Structure (approx. 7:20): Sean shares a story about understanding internal company dynamics and how knowing a prospect’s structure and goals helps in creating value-oriented solutions.
Actionable Research Insights (approx. 10:15): The duo dives into practical research techniques to understand client organizations and stakeholders, stressing that informed sellers are empowered sellers.

Key Quotes

Kevin: “To build a good prospect list, it doesn’t have to mean endless hours on Google or hundreds of cold calls. With the right tools, you can have a list ready before lunch.” (approx. 5:55)
Sean: “Your job isn’t just to sell a product; it’s to solve a problem. When you start with that goal, the sale becomes almost inevitable.” (approx. 14:40)
Kevin: “Whether you’re a team of one or a team of five, using the tools at hand to maximize your reach and impact makes you competitive.” (approx. 13:00)

Additional Resources

A Significant Actionable Item from this Podcast

Leverage AI-powered tools to gain deeper insights into target companies and individuals before engaging in outreach. By using resources like Perplexity to understand a client’s structure, goals, and decision-making processes, salespeople can craft highly personalized solutions that add immediate value.

In the episode, Sean challenged people to use Perplexity to research his fellow co-host, Kevin Lawson. Here is that Perplexity search: https://www.perplexity.ai/search/can-you-help-me-with-informati-Hdjvd9OgQTWFXrODrlhHnQ

In this episode, Kevin and Sean clarify that sales is about more than products—it’s about partnerships. Discover how to empower yourself with the right tools, refine your approach to prospecting, and bring authentic value to each client. Tune in to Two Tall Guys Talking Sales for actionable strategies to transform how you engage, connect, and close.

Two Tall Guys Talking Sales Podcast – The Art of Targeting: How Small Sales Teams Can Win Big in Expansive Territories – E111

By Sean O'Shaughnessey

In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey dive deep into the challenges and strategies of managing large sales territories, especially for teams with fewer than five sellers. Reflecting on their extensive sales careers, they explore the intricacies of balancing time, travel, and targeting the right clients when facing expansive regions. Kevin and Sean share actionable insights on refining the ideal client profile (ICP) and discuss how small business owners and sales leaders can make intentional, high-impact decisions in their outreach efforts. Tune in to discover effective approaches to optimizing sales territories and maximizing limited resources to achieve sustainable growth in the new year.

Key Topics Discussed

The Impact of Large Sales Territories on Small Teams (00:01:38): Kevin and Sean discuss the demands of covering extensive sales regions, whether a few states or half the country and why focus and territory management are crucial for smaller sales teams.
The Importance of Ideal Client Profiles (00:04:57): Sean explains how understanding and refining your ICP can simplify prospecting, ensure each lead mirrors your most valuable clients, and avoid wasted effort on non-ideal targets.
Leveraging Top Clients for Networking and Referrals (00:09:03): Sean and Kevin emphasize the value of networking over cold prospecting, suggesting that current clients can provide introductions and case studies that open doors to similar high-potential accounts.
Using Personas to Deepen Client Relationships (00:11:00): Kevin discusses how personas complement the ICP by focusing on individual motivators, ensuring sellers speak directly to what matters most to each prospect.
Strategic Territory Planning for the Coming Year (00:12:59): The hosts explain how to plan for realistic, growth-oriented targets and advise on which regions and clients to prioritize based on resources and client potential.

Key Quotes

Kevin Lawson (00:05:34): “When you have less than five sellers on your team, your ideal client profile becomes really, really important… Look at your prospect list and ask yourself: do they fit my ICP? It’s something you can do today, quickly.”
Sean O’Shaughnessey (00:10:48): “If you have the world as your territory…your quota needs to be based on how many people you can actually see and deal with—not on everyone who could theoretically buy your product.”
Kevin Lawson (00:11:18): “Ask yourself this: how does your ideal client persona earn a bonus? If your product doesn’t align with what matters to them, you’re likely speaking to the wrong person.”

A Significant Actionable Item from this Podcast

Refine Your Ideal Client Profile and Persona Today: Identify your top 10 favorite customers and analyze their shared traits. Compare these traits to your current prospect list, removing prospects that don’t align with your top client characteristics. This simple but powerful action helps ensure you’re spending time on prospects more likely to become valuable clients.

Closing Summary:

As you prepare for the upcoming year, Kevin and Sean’s conversation provides invaluable advice for small sales teams navigating large territories. Whether you’re a business owner, a solo seller, or a sales leader with a lean team, this episode reveals practical tactics for honing in on your ideal client profile, leveraging client relationships, and maximizing the impact of each sales call. Dive in to learn how to set your sales strategy up for success, and walk away with actionable tips you can implement immediately. Listen now and take your sales approach to new heights with Two Tall Guys Talking Sales!

Two Tall Guys Talking Sales Podcast – From First Sales Hire to Revenue Powerhouse: Essential Strategies for Business Owners – E110

By Sean O'Shaughnessey

In this episode of “Two Tall Guys Talking Sales,” hosts Kevin Lawson and Sean O’Shaughnessey dive into the unique challenges and opportunities of hiring your second salesperson. Many small business owners face a pivotal moment when they bring on a sales team member who may know the company but not the ins and outs of professional selling. Join Kevin and Sean as they explore how to make the first and second salespeople truly effective, how to ramp up revenue, and how to know when it’s time to expand your sales team. Packed with actionable insights, this episode is a roadmap for business leaders looking to maximize their early sales hires and foster sustainable growth.

Key Topics Discussed:

The First Sales Hire: Opportunity or Risk? – Sean and Kevin discuss the challenges owners face when hiring a single salesperson who may lack deep sales expertise (00:00:17).
How to Make Your Second Sales Hire Successful – Kevin emphasizes the importance of a structured onboarding process focused on accountability, consistent communication, and setting measurable outcomes for new hires (00:02:24).
The Power of Accountability and Communication – Kevin and Sean lay out practical steps for holding a first salesperson accountable and how to provide actionable, regular feedback for improved performance (00:04:00).
Setting Success Metrics and Revenue Goals – Sean covers the critical role of defining success metrics and how to know when it’s time to hire a second salesperson or replace your current one (00:06:31).
Shortening the Sales Ramp-Up Time – Kevin challenges the assumption that onboarding takes years, urging owners to implement processes that cut onboarding from years to months (00:10:00).
Revenue Abundance Mindset – Sean closes with a motivational segment about the abundance of revenue potential in every industry, stressing the importance of targeting the ideal client profile (00:12:23).

Key Quotes:

Kevin: “The ‘how’ question is so important. How do we get someone into our organization in a way where they feel valued, are producing value, and we can all measure and feel the growth of that value throughout the organization?” (00:02:39)
Sean: “If you’re concerned that the salesperson is successful, but you’re not quite there, start by pushing two numbers—closing deals faster or bringing in more revenue per deal.” (00:07:55)
Kevin: “We need you as an owner to set a goal for yourself that this year, this next 12 months, you’re going to reduce the ramp time to one year. And in three years, we’re going from a two-year ramp to a 90-day ramp.” (00:10:24)
Sean: “There’s an abundance of people out there who want to buy your product and who have problems you can solve. Go after your ideal client profile, help them achieve their goals, and you will find more revenue than you ever imagined.” (00:14:23)

Additional Resources:

Sean’s Book – Eliminate Your Competition – Referenced as a comprehensive guide for building sales plans. Available for purchase on major book retailers’ websites. https://amzn.to/2K37ugx

A Significant Actionable Item from this Podcast:

Set Regular Checkpoints for New Sales Hires – Create a structured, regular feedback and accountability process for any new salesperson. Schedule weekly check-ins to evaluate progress on specific metrics such as speed of closing deals and revenue per deal. Adjust goals as needed to encourage growth and provide timely support.

Summary:

Whether you’re just starting to build your sales team or looking to improve your existing process, this episode of “Two Tall Guys Talking Sales” with Kevin Lawson and Sean O’Shaughnessey offers practical advice to drive real change. They dive deep into how to turn your first and second salesperson into a powerhouse by fostering accountability, clear communication, and a strategic growth mindset. Subscribe now and get ready to learn from the experts how to structure, support, and scale your sales efforts—taking your business to new heights.

Two Tall Guys Talking Sales – Empowering Non-Sales Employees to Boost Customer Value – E109

By Sean O'Shaughnessey

In this episode, hosts Kevin Lawson and Sean O’Shaughnessey, take listeners on a journey to understand the power of non-sales roles in supporting a sales-centric culture. Expanding on prior discussions about sales planning and execution, they explore how professionals outside the sales department—think programmers, customer service reps, delivery drivers, and even truckers—can play a pivotal role in enhancing client satisfaction and identifying new opportunities. Kevin and Sean dive into practical steps sales leaders can take to foster a collaborative environment where everyone contributes to sales success, making this an unmissable episode for business leaders, sales professionals, and anyone looking to understand the value of cross-functional synergy in achieving enterprise growth.

Key Topics Discussed

The Sales Quadrant Framework [00:01:00]: Kevin and Sean introduce a framework for effective sales planning, dividing it into four quadrants: Strategy, Process, People, and KPIs. This framework guides leaders on fostering a holistic sales ecosystem.
Sales for Non-Salespeople: Defining the Role [00:01:40]: The hosts discuss how non-sales team members, from programmers to quality agents, can pass along valuable customer insights without selling directly. It’s about listening and relaying information to sales, not cold calls or quotas.
Leveraging Customer Interactions for Insight [00:03:14]: Sean shares a vivid example from his software background, where consultants gathering customer feedback created substantial upsell opportunities. He emphasizes the value of customer-facing team members in providing sales with a view from the trenches.
Building Relationships Across Teams [00:07:00]: Kevin discusses strategies to align cross-functional team goals with sales objectives, creating a supportive network that encourages the entire team to spot potential sales opportunities.
The Importance of Gratitude and Recognition [00:12:07]: Sean underscores the value of acknowledging and thanking team members who help sales, reinforcing their role in supporting company-wide goals and deepening relationships across departments.

Key Quotes

Kevin Lawson: “We’re not asking non-salespeople to sell, but we are asking them to raise their hand when they see something we might need to know about to help our customers better.” [00:01:59]
Sean O’Shaughnessey: “In every company, people need help achieving their goals. And often, the folks who see where we can help the most aren’t in the sales department—they’re on the front lines, interacting with customers daily.” [00:04:11]
Kevin Lawson: “Be a better person in business. Support your teammates, your vendors, and your community, and that support will circle back, lifting everyone’s success.” [00:14:04]
Sean O’Shaughnessey: “A simple ‘thank you’ can be the most valuable recognition, and it builds bridges with your team. Make it a habit.” [00:12:46]

A Significant Actionable Item from this Podcast

Empower Non-Sales Team Members to Listen for Opportunities
Sales leaders should hold short training sessions or casual discussions with non-sales staff, educating them on key signals that may indicate an opportunity. Encourage these team members to feel comfortable sharing insights with sales and clarify that they won’t be pressured to sell—just to observe and communicate.

Summary: This Two Tall Guys Talking Sales episode delivers essential insights for any sales-driven organization. Kevin and Sean emphasize the untapped potential within non-sales teams, showing how they can indirectly yet powerfully support sales efforts by sharing customer feedback and needs. With practical strategies for fostering collaboration and recognizing the contributions of non-sales staff, this episode is a must-listen for sales leaders looking to unlock every possible avenue of client satisfaction and revenue growth. Tune in and discover how even a small tweak in team communication can significantly impact your bottom line.