The elevator pitch is a concise statement that grabs attention and communicates value, ideally leading to a next step.
You need multiple versions of your elevator pitch, with each one incorporating details that are most relevant to a particular listener. A great elevator pitch would typically include at least a few of the following elements:
- Who you are and how long you’ve been doing what you’re doing
- The company you work for, including anything that’s especially noteworthy about it
- A product or service you’re currently offering that your listener would likely find interesting
- Insights tailored to appeal to your listener’s professional role or industry segment
- Companies and customers you’ve served that suggest that your listener’s peers have already benefited from your offerings
An elevator pitch shouldn’t tell the whole story, it should set the hook. Keep the following in mind as you consider what to include in your next elevator pitch:
Who: What appeals to your target customer? What do you want your listener to remember most about you and your business?
What: Express the value of your product or service. What have been the key results or impacts of your company?
Why: Show the unique benefits that your company offers. What makes you stand out from your competition? Why do you do what you do?
Goal: Describe what you would like to ask of your listener – even if it’s just to accept your business card. Your goal should be concrete and realistic.
We all know the importance of making a great first impression. Confident posture, good eye contact and a sincere smile all help. However, when it comes to capturing your prospect’s attention, the first few sentences you say (or questions you ask) can make all the difference in the world. So, invest the time to plan a series of elevator pitches that highlight the value of what you do... and make sure to select the one that’s most appropriate for each prospect.