7 Steps To Create A Winning Elevator Pitch

Who hasn’t been to a networking event and had to endure the people that acted like their elevator speech was an opportunity to tell everyone their life story.  When this happens to me I either end up tuning them our completely or half listening while undertaking another task. There may be something there I need or want but it never becomes apparent. I leave without a solution to my situation and the speaker leaves without a customer.

It doesn’t have to be like this. You can leave every networking event with a list of people wanting to hear more. In crafting your elevator pitch consider the following seven tips, they may make the difference between going home with leads or going home empty handed.

  1. Be brief – Think hard about the essentials of your message and ruthlessly delete any unnecessary details. Don’t allow your pitch to last more than a minute but use that minute to make potential customers salivate to learn more about your product or service.
  2. Create a tag line or meme – A tag line or meme should create interest and define the essence of your product or service. It becomes your audible logo. Examples include, GE “brings good things to light,” Archer Daniels Midland is “the supermarket to the world,” and the New York Times publishes “all the news that’s fit to print.”
  3. Define the problem – Avoid sounding like a solution in search of a problem. A quick example of the type of problems your target typically experience will immediately allow everyone in the room with that problem to see your value to them. If you aren’t solving a problem or filling a need, you’re in for a tough sell.
  4. Solve the problems – Once you’ve target self separates themselves boil down the unique elements of your solution into one or two sentences. This ensures the listener that you not only understand their problem but you have a viable solution to offer.
  5. Stress the benefits – In an elevator you can’t pitch a great idea, team, or product. Benefits clearly answer the “What’s in it for me?” or “How will your solution improve my current situation?” questions.
  6. Differentiate – With all the doctors, realtors, CPA etc, what is it you offer that separates you from the pack. Where is the value added?
  7. Conclude with a call to action – Ask for what you want your audience to do. Always end every pitch with a call to action. Different audiences prompt different Ask for what you want your audience to do. Ask if they’re interested or if they know anyone who would be interested. Ask for a follow-on meeting or if they’d take your call. Offer to walk straight back to their office to talk more.

Consider the following example:

Business name and tag line. We work with (target client) who experience (problem). By applying (solution) we can (result) allowing (target) to (benefit). We are the (differentiation).

Comments

  1. Great article Dan! One of my friends and I just spoke of how elevator speeches can really let us down when we find out that they don’t tell one “what do you do”.

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