Do you have an elevator pitch?

elevators

Elevator Pitch – I don’t even go in buildings that have elevators…..

Well, not having an elevator pitch is like going golfing with only woods.  You can drive the big open fairways with woods but most of the time all you have available to you is the short game and hence the need for irons!

Definition – Elevator Pitch: A Quick, Succinct Summation of What Your Company Makes 0r Does.

Sounds simple, doesn’t it? An elevator pitch describes what your company is about from your clients perspective. The elevator pitch—so named because it should last no longer than the average elevator ride—is far too important to take casually. While you probably aren’t pitching in an actual elevator (unless you live and work in downtown New York), you and everyone on your team should be prepared to use this tool to quickly capture your audience’s attention.

Let’s start with what an elevator pitch is and what it’s not. An elevator pitch takes less than a minute (preferably 30 seconds) and it grabs the attention of the inquiring party enough for them to say, “Tell me more.” Think of it as a verbal business card, offering just enough information to make the listener want to learn more about what you do. And, just like a business card, it should be unique and creative.

Tips for Creating Your Elevator Pitch

1. Find out what your people think sets you apart by walking around the office with your smartphone and ask your employees to describe your company in 30 seconds or fewer. What you hear will be amazing—and telling.
2. Next send your sales and any client facing employees out with the same question.  Ask clients for examples of how you’ve done things well. Those stories or specific examples are the best way to answer that follow-up question of “Tell me more?”
3. Think about it – what sets you apart from the rest of the world? If it involves “solutions” and being the “name your offering” category “leader,” then you’re not digging deep enough. Ask your clients what you do that they couldn’t get or buy anywhere else and you’ll start to hear some themes.
4. Get to the point. Make sure you have an answer loaded for the following question: “What’s the one unique thing we want to communicate about how we serve our clients’ needs?”
5. NO company jargon and industry buzz words. Use clear, concise language to convey what you do, not what you sell. Focus on how that benefits your clients, not you!
6. Find a unique attention grabber. Your elevator pitch is designed to draw the listener in. What pain points you solve? Express those in a creative manner. Example: Your tax attorney’s pitch may start with “I help you sleep better at night.” (No reason you can’t start with the same concept!)
7. Take the time to know that all of your employees know your elevator pitch and what it is meant to articulate.
8. As time goes on make sure to keep your elevator pitch relevant as your business grows and changes and your pitch needs to grow and change, too. If you do change or enhance your elevator pitch it’s a great excuse to reconnect with clients and update them.

So what is mine?

Never thought you would ask – mine is “I am in the business of helping companies sell more by selling more effectively”.   I hope you enjoyed this.

About Author: Rich Reiffer

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