028: The One-Sentence Elevator Pitch
A proven structure for explaining what you do in 10 seconds or less.
Today's email is for you if you're experiencing these problems:
You ramble when describing your business
You freeze up when someone asks "What do you do?" at events
You see people's eyes glazing over halfway through your elevator pitch
You notice that conversations often end quickly after you say what you do
You’re losing sales and referral opportunities because people don’t “get it.”
Review
This is the third installment of a series on the 4-Farmland Matrix (4FM), a simple four-part framework that helps you identify and capitalize on your most promising sales opportunities—whether they're new prospects, current clients, or ones that got away.
So far, we’ve covered these topics:
Preview
Last week, we began our discussion of Farmland 1, which focuses on identifying and targeting new, high-value prospects that match your ideal client profile (ICP).
We tackled the first of the 4Ms—Mindset:
Mindset:Break through mental barriers to prospecting success.Message: Craft an elevator pitch that opens doors instead of hitting walls.
Measurement: Identify and track the pipeline KPIs that move the needle.
Method: Identify the specific, repeatable actions that fill your pipeline.
In that email, I broke down the 3 mental reframes for overcoming the fear of rejection when prospecting.
Those mental reframes prepare you for outreach, but what happens in those crucial first moments of contact? How do you introduce yourself in a way that opens doors to new opportunities?
That’s what we’ll cover with today’s topic: the second ‘M’—Message.
Specifically, your elevator pitch.
Overview: Message
Imagine.
You're at an industry event, and someone turns to you with that seemingly simple question that makes many founders, owners, and sales reps stumble:
So... what do you do?
In that moment, you have about 10 seconds to either spark interest or watch their eyes glaze over.
Most people do one of two things: they either downplay their work with a job title ("I'm a consultant"), or they launch into a long-winded explanation that loses their listener halfway through.
That’s why you need a well-crafted elevator pitch. When you nail your message, you don't just answer their question; you open the door to deeper conversations with the right people.
How do you ‘pitch’ with clarity?
The key is structure. Instead of hoping the right words will come to you in the moment, you need a framework that ensures clarity and impact every time.
Your One-Sentence Elevator Pitch
That framework is the 5C Structure:
1. Category: A clear statement of what product, service, or solution you provide.
What specific solution or service category do you operate in? (Think: 'We provide X')
2. Customer: Your ideal customer profile (ICP)
Who stands to gain the most value from your offering and is most likely to buy from you?
3. <Connector>: This phrase connects the Customer to the Change they want
Ex: Looking to…
4. Change: The primary transformation or benefit your customer will experience.
What specific positive outcome or transformation will your customer achieve by working with you?
5. (Caveat): A unique qualifier or differentiator that sets you apart.
What common pain point do you eliminate or what unique approach do you take that makes your solution special?
How do you apply the 5C structure to crafting your one-sentence pitch?
Here are three examples for inspiration:
Example 1: Systematic Selling
Category: We provide sales systems coaching and training for
Customer: growth-minded founders and owners
<Connector> looking to
Change: scale their sales
(Caveat): (without the chaos).
Example 2: Tech/ SaaS Company
Category: We provide AI-powered email automation software for
Customer: busy marketing teams
<Connector> looking to
Change: double their email engagement
(Caveat): (without hiring more staff).
Example 3: Commercial Landscaping Company
Category: We deliver year-round landscape management for
Customer: homeowners associations
<Connector> looking to
Change: maintain pristine common areas
(Caveat): (while staying within annual budgets).
Your Turn👇
Now it's your turn to craft your pitch using the 5C structure:
Start with your Category: 'We provide...'
Add your ideal Customer.
Insert the Connector phrase.
Describe the Change you create.
Include your Caveat (what makes you unique).
Take a moment to write yours now. Then read it aloud. Does it roll off your tongue naturally? Would it make someone lean in and ask to learn more?
Remember: Your goal isn't to tell your entire story—it's to start a conversation.
The Next Step
The 5C framework gives you a reliable way to introduce yourself and spark meaningful conversations.
But how do you know if those conversations are turning into real opportunities?
That’s what we’ll cover in the Systematic Selling Newsletter next Wednesday, December 4, when we discuss the third ‘M’—measurement.
We'll explore the critical numbers that reveal whether your prospecting efforts are paying off.
See you then 👊
Sean M. Lyden is the founder and CEO of Systematic Selling, a sales systems and coaching company for growth-minded SMB founders and owners looking to scale their sales (without the chaos).
PS: CEOP is Now on Audible👇
This book is for you if you want to scale your business but keep finding yourself getting in the way.
