The traditional “elevator pitch” may have been an effective sales tool in the past, but in today’s fast-paced, relationship-driven business environment, it often feels outdated and rigid. Buyers want conversations, not pitches—they want a dialogue that’s natural, insightful, and, most importantly, tailored to their needs.
That’s where talking points come in. Talking points offer flexibility, allowing you to adapt your message while keeping the core value of your offering intact.
Why Talking Points Beat the Elevator Pitch
Flexibility and Personalization
An elevator pitch is a canned response that often feels impersonal. Talking points, on the other hand, offer flexibility. They’re built around key ideas that you can adjust based on the prospect’s interests and the flow of the conversation. Think of talking points as your toolkit—they’re there to support you, not dictate what you have to say.
When I switched from a rehearsed pitch to a set of key talking points, I immediately saw the difference in engagement. Prospects responded more positively because they could sense I was tailoring my message to them. They could tell it was a genuine conversation, not a script.
Making Space for Dialogue
An elevator pitch is one-way communication, but talking points allow room for the buyer to jump in, ask questions, and steer the conversation. This two-way interaction builds rapport and helps you understand their needs better, positioning you as a consultant rather than just another salesperson.
When I started focusing on talking points, I was able to listen more and respond to buyer feedback in real time. This led to more meaningful connections and ultimately, more successful outcomes.
Building Effective Talking Points
1. Identify the Core Value Points
Begin by listing the key benefits of your product or service. Ask yourself: What do my customers gain from working with us? What problems do we solve? Focus on outcomes that are meaningful to your audience, not just features.
Example: In a previous role, we provided a software solution that improved efficiency. Instead of focusing on technical specs, my talking points highlighted how we helped companies save time and improve productivity. Buyers don’t care about the “how” as much as the “what it does for me.” Lead with outcomes.
Action Step: Write down 3–5 core value points that summarize the main benefits of your offering. Make sure they’re concise, easy to remember, and resonate with your target audience.
2. Use Simple, Conversational Language
One of the biggest mistakes in an elevator pitch is using industry jargon or complex language. Keep your talking points conversational and avoid buzzwords. The goal is to sound natural, not rehearsed.
Example: I used to describe one of our products as “a comprehensive multi-channel communication solution,” but when I rephrased it as “a tool that makes it easy to reach your audience wherever they are,” the response was noticeably better. Simpler words make it easier for buyers to understand your value instantly.
Action Step: Review your talking points and rephrase them in a way that sounds natural, as if you were explaining it to a friend. Avoid industry-specific terms and make sure anyone could understand your message.
3. Structure Talking Points Around Customer Pain Points
The best talking points address specific problems your buyers face. By structuring your points around these pain points, you’ll show that you understand their challenges and can provide solutions.
Example: A talking point for a time management tool might start with, “A lot of teams struggle with keeping everyone on the same page.” This approach immediately shows you “get” their pain and positions your product as a solution.
Action Step: Think of 2–3 pain points your customers face. Write a brief statement that introduces each one, then follow up with how your solution addresses it.
4. Include a Brief, Memorable Differentiator
Talking points should highlight what makes you unique, but keep it brief. Share a specific advantage that sets you apart, whether it’s exceptional customer support, a unique feature, or your company’s approach.
In one role, our differentiator was that we didn’t just sell software—we provided ongoing support to ensure clients saw results. My talking point for this was, “We’re here for you beyond the sale, helping you maximize results every step of the way.” Prospects appreciated knowing we’d support them long-term.
Action Step: Identify one unique value that sets your product or service apart. Craft a short sentence that makes this differentiator clear and memorable.
5. Anticipate Common Questions and Objections
A big advantage of talking points is that they help you respond naturally to questions or objections. Prepare for questions like “How does this differ from other solutions?” or “What kind of results can I expect?”
Example: When I was selling an analytics tool, one common question was, “How long does it take to see results?” I developed a talking point that addressed this directly: “Most of our clients see significant improvements in just a few weeks, depending on their data volume.” Having this response ready made me sound prepared and confident.
Action Step: List the common questions or objections you hear. Develop a brief response to each one that you can weave naturally into your conversation.
Bringing Your Talking Points to Life
Practice, Don’t Memorize
Talking points aren’t meant to be memorized word-for-word. Practice using them in different scenarios until you’re comfortable speaking naturally. This helps you remain flexible and conversational rather than sounding robotic.
Adapt to the Buyer’s Cues
In real conversations, your prospect will give you cues about what they’re interested in. Adapt your talking points to fit what they want to know. For example, if they seem focused on cost savings, lean more into the efficiency benefits of your product.
Be Ready to Add Value
If the conversation goes beyond your prepared talking points, be ready to dive deeper into topics that interest the buyer. Sharing additional insights or stories can add value and make the conversation memorable.
Talk With, Not At, Your Buyers
Talking points are about creating a dynamic, adaptable framework that lets you speak to buyers in a way that feels natural and engaging. Ditch the elevator pitch—buyers today want to connect with people, not pitches.
Develop talking points that showcase the value of your offering, address customer pain points, and highlight what makes you unique. Practice these until they flow naturally and adapt to each buyer’s specific interests. When you focus on having a real conversation rather than reciting a script, you’ll find that prospects respond with interest, engagement, and, ultimately, trust.
Ready to elevate your conversations? Start building those talking points today and see the difference they can make.
