Imagine you step in an elevator and the guy that steps into the elevator with you asks what you do and why your job is important or unique. You have until the elevator reaches the first floor (or top floor) to explain to him what you do and why it matters. That, in short, is what an elevator pitch is about.
The elevator pitch is often used as a training tool in Sales. “Can you convince a total stranger to buy your service or product in the two minutes it takes to ride the elevator together?” Challenging? Let’s get started and see how the iStill Elevator Pitch could sound.
Please know that we have taken the liberty of not making this a monologue, like most elevator pitches are. Instead, it is more of a dialogue, to better represent real-world conversations. A dialogue with a twist at the end. Again … let’s get started!
Two minutes elevator pitch
Imagine that you work for iStill and that your elevator co-traveler asks you:
“What do you do for a living?”
“I work for a company called iStill. iStill designs, builds, and sells distillation equipment that helps distillers create alcoholic beverages like brandy, gin, rum, vodka, and whiskey.”
Your co-traveler nods, and now asks:
“So what makes your company unique? Why is what it offers important?”
And you answer:
“iStill offers unique technology, that gives the distiller total control over the production of alcohol and flavor. The units that we sell, help distillers all over the world at producing quality spirits in a very consistent way.
The purchase costs of an iStill are only about a third of what competitors usually charge. The operational costs are even lower. The modern design is around 90% efficient instead of 30-ish. The automation takes care of most of the distillation process, freeing-up the hands of our customers to go out and sell bottles and make money.
The build quality of the iStills is impeccable. Every unit we sell is over-designed and beautifully finished. The class-leading build quality is reflected in our warranty terms, that are the best in the industry.
iStill has the word’s best educational facility to help train our customers in distilling and in operating an iStill. We want them to become successful and we’ll be supportive in any way we can to help them achieve their business goals.”
Two answers given
Now, imagine that you are the co-traveler. You are the co-traveler in the elevator, and you have just listened to the above story from an iStill employee. What will you answer? We feel it really depends on where you place your attention and what makes your clock tick.
As a distiller you might answer:
“That is simply amazing! I want to buy one.”
Or would you be the business man and say:
“iStills make better drinks more consistently, and at lower costs and for a longer time than any of its competitors? That means they are priced way too low!”
Personal note from our CEO
Six years ago, I took one of the first iStills with me to a distillery in the Chicago area. The goal was to show the iStill to some 14 people that were interested in distilling and wanted to see how the iStill compared to a Holstein that costed $ 200.000,-.
At the end of that day, the iStill proved to be faster and more efficient, while producing a far superior whiskey. The owner and operator of the Holstein didn’t want to make gin in his still, because it would mean 2 hours of cleaning with caustic soda, so we made it on the iStill. The gin was amazing and cleaning the iStill column only took water and 5 minutes.
I congratulate Holstein on their continued succes. The unit they sold, back then, is the same unit that they sell today. Nothing has changed technically or structurally, even though the prices seem to have dropped to around $120.000,-.
iStill has continuously pushed for more innovations and upgrades and better manufacturing methods. Today’s iStill 500 Next Generation outperforms the old model, that outperformed the unchanged Holstein, by a very big margin.
The iStill makes better drinks more consistently, and at lower costs and for a longer time than any competitor. It comes with better build quality and better warranty terms at the ridiculously low price of EUR 40.000,- / $ 45.000,-. Heck, do something crazy, add 15 grant to that, and it will even mash and ferment for you! And the iStills 2000 and 5000? Do the math, they are even better value-propositions …
I congratulate Holstein on their success. Not sure, though, if it is going to be a continued success. Their price drop could be indicative and there is a new kid on the block. If only iStill could shake-off its timidity, and replace the “Running for Pope” mentality with the mindset to say it as it is … That wouldn’t leave much market share for anyone trying to oversell outdated equipment anymore, now, would it?
Let me be so bold as to relish in that new mindset and tell you how the iStill elevator pitch should have sounded from the get go. Here you are: “iStill designs, produces, and sells the best stills in the world.” It is the simple truth, and something to be extremely proud of.
Want to discuss our ridiculous pricing? Please do! The reason a Holstein-beating iStill 500 costs only 45k, is because it has always been designed as a 60k unit, that we have sold at a huge, market-penetrating, discount.
The same happened with the iStill 2000 and 5000. In order to establish a foothold in a craft distilling industry, that was best characterized as “strangled by tradition”, we have marketed these units at lower prices than the 100k and 150k they are actually worth.
If you want to take advantage of the amazing technology and quality we have on offer (and those discounts), please reach out to our sales manager Chris Anker. He can be reached via Chris@iStillmail.com.
Odin, CEO of iStill.
Which way do you choose? Up or down?