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Many people often hear the term Elevator Pitch and see it as a quick sales pitch to try and get your foot in the door. However, there is much more to it than that but first things first, what is an Elevator Pitch?
An Elevator Pitch is a quick, well-crafted (and often memorized) speech designed to sell a product, or yourself, in a very short time frame. It’s name, often credited to Ilene Rosenzweig and Michael Caruso, is derived from the idea of bumping into a senior staff member in an elevator and having to try and win them over by the time they’ve reached their floor. Thus Elevator Pitches tend to last between 30 to 90 seconds, and, when successful, end with an exchange of contact information and a continuation of the discussion.
“The purpose of an elevator pitch is to describe a situation or solution so compelling that the person you’re with wants to hear more even after the elevator ride is over.” – Seth Godin
Why is it important?
So now you know what an Elevator Pitch is, the question is what makes it so vital to success within the world of work? There are several reasons:
It Doesn’t Make Them Yawn
You may think you have the best idea in the world, or you are the best candidate for the job, but don’t overestimate the amount of interest they will have in you or your product. Your elevator pitch acts as a buffer, giving you the in and shows the value of you or your idea in the smallest timeframe possible.
It Organizes Your Thoughts
If you’ve ever been asked to describe something to someone without preparation, you’ll more than often find that you ramble on adding ideas here and there, or referring back to previous points. This makes explanation a tedious and lengthy process, even if they’ve explicitly asked you for the information. By preparing an Elevator Pitch not only do you have a script ready for whenever the opportunity arises, but it allows you to put down in writing why you think you’re the best candidate for the job, or why your company or product is the best of its kind. It organises your thoughts and allows you to critique the key points that you think make it/you a success. 30 seconds isn’t a long time, so making sure you include the points that’ll sweep someone off their feet is crucial.
Not only that, but still considering the personal element: by having an Elevator Pitch prepared it eases the anxiety of having to interact with someone new, and prevents you getting caught off-guard when someone asks “What do you do?” or “So, what’s your company?”
It Helps Identify Your Market
So you’ve decided on your dream job, or the sort of investor you would like, and now you’re on the hunt. Considering an Elevator Pitch allows you to question the language you need to use when talking to those you want to impress, as well as what sort of arguments and ideas will impress them. After all, language is a social construct tailored to every form of group, and in order to join the group you’ve got to speak the lingo.
We’re In The Digital Age!
With the growth of social media, the internet, and fast-paced information, it has become more and more difficult to make new professional relationships. By crafting an Elevator Pitch it allows you to have a prepared script for developing new relationships. After all, it’s intention is to continue conversation after the 30-second timeframe, and to allow networking. It’s great to be prepared for the few minutes you might catch someone without headphones in their ears or reading their Kindle.
How to Put Together an Elevator Pitch
Now you know the importance of having a pitch ready, there are a few guidelines to consider when putting together a pitch to make it awesome. Not all of the following points are necessary, but all can be more useful in prompting further conversation:
Show them what you can do
If you’re representing a company, it’s normally best to open with the problem that the company solves as it offers something that might be of potential interest. If you’re representing yourself, it’s often best to open with some of your key qualifications or experiences. An example for a company may be:
Don’t you hate it when your internet keeps cutting out? We’ve offered internet services for 5 years, and have a 97% uptime – the best of all companies within the local area.
Problem, and solution! Or an opening for an individual may go a little like this:
Hey, [INSERT NAME]. I’m a post-doctorate studying the psychology of shopping behaviour.
A short sentence combining your area of expertise with your qualifications.
This isn’t a sales pitch, promise!
Disarm the recipient by making clear that your intentions are to continue the conversation more than to hard-sell them. This can be done by either stating what you can offer without asking if they have need for it, or if you’re selling yourself, by simply saying what your desired position or field of work/study would be. This is normally more easily highlight with an example, and so continuing from our internet provider analogy:
Many of our customers seem to be very happy with the consistency and speed of our internet services.
You’re from Derby? Me too!
Drop hints and potential links to organisations, locations, and institutions. This allows for the potential to have something in common with the recipient – you may have studied at the same University, or grown up in the same town – but also allows for potential future networking as it allows them to consider people they may already know from these links.
How about you?
Not forgetting that the role of the Elevator Pitch is to entice future conversations, it is normally best to end asking a question or for the opinion of the recipient. The easiest is often, “What about yourself?” but it could be more specific to what your pitch is related to. If we continue with the Internet provider example, you could end with the question, “Do you ever have problems with your internet?” or “Out of curiosity, which provider are you with? And why did you choose them?” These tend to be less successful than the more open question I mentioned formerly.
And there you have it – you’ve crafted your pitch, rehearsed it in the mirror, and are ready for any opportunity the world may throw at you. Half the success of sales, or gaining investments or work, often lies in seizing opportunities. Master your pitch, and become the person you want to be. Good luck!
This article was written by Kerim Hudson and published on Lifehack.
Kerim Hudson is a Psychology student, marketing agent, and passionate writer. I love to inspire others to succeed, and enjoy observing people bloom into the people they aspire to be.
Lifehack is your source for tips to help improve all aspects of your life.
You can give a reflection about your personality to anyone by summarising about yourself.
This brief introduction of you, which is proffered to other prospective clients is known as an elevator pitch.
“What do you want to do?”
Such questions are answered in an elevator pitch.
You can even incorporate your introductory speech outline in an elevator pitch.
Why Should You Practice an Elevator Pitch?
You should practice the elevator pitch to reap the umpteen benefits of it. You should fabricate an intriguing elevator pitch.
This is because it is a speech in a condensed form by which people analyze you.
An elevator pitch proffers the first impression about you to the listeners. So you should make this first impression the best.
An elevator pitch also creates a networking channel for you. It helps you to bond with your colleagues as well as other people during social events.
If you have already formulated an elevator pitch, then it would assist you at networking events. You could tell people professionally about yourself without any awkward pauses.
People can even know about your skills, aptitude, and your talents in this elevator Speech. This would help you to fetch job opportunities and expand your career base.
Besides this, an elevator pitch for interviews and resume can also be formulated.
You should create an intriguing and compelling elevator pitch to inculcate professionalism in your tone.
How to Master in Creating an Elevator Pitch?
Mastering in an elevator pitch can help you to augment your job opportunities.
Students can follow several tips and ways to create an elevator speech.
Define Your Target Audience and Goal
Before forging your elevator speech, you should pay heed to your target audience and your goal.
Your goal answers the question- what do you want from them?
Your elevator pitch should be constructed keeping your target audience in mind.
You should use words that are easy to understand by your target audience.
You can modify your content depending upon the preferences and needs of your target audience
Deliver a Short Speech
An elevator speech got its name from an elevator ride. Elevator ride gives a very short duration to talk to someone.
Hence, the elevator pitch should be a short speech of not more than 60 or 75 seconds.
You should proffer the significant information about yourself in this short and engaging pitch bout yourself.
Elevator Pitch Format
A low-quality elevator speech delivered in a perfect way is of no use.
Moreover, the content should be organized in a way so as to spark the listener’s interest in you.
You should incorporate the following points in your content.
You should commence your elevator pitch with a brief summary of you. It may include your name, your age, etc.
The question “what do you do” should be answered next in your elevator speech. It may include your education qualification or skills and talents.
Aim of The Elevator Pitch
Since the elevator pitch is a short speech, you should straight come to the point. The question “what you want” from your listener should be answered in this section. You can solicit your aim in a persuasive way.
Call to Action
In the end, you should procure the result of your elevator speech. It could be a negative or a positive one.
Your listener may be impressed by you and may offer you some job opportunities as well.
You should not demand the result of your elevator speech. Rather, you should politely ask the listener about his or her interest in you.
You should always thank your listener for listening to your elevator pitch.
Even if the result of the pitch was negative, you should try to speak some words of gratitude to your listener.
Incorporate Statistics in The Speech to Depict Your Credibility
When meeting a person for the first time, it becomes difficult to arouse faith in that person.
You should always incorporate stats in your speech to augment your reliability. You can do this by adding your previous successful assignments in your elevator pitch.
Compelling and Persuasive Speech
Your elevator speech is useless if it does not ignite any sparks in the listener.
So as to arouse the listener’s interest, you should always fabricate a compelling and persuasive speech.
You can even learn persuasive speaking to create a good elevator pitch.
Confident Body Posture
Your body language exhibits much about your personality and character. Good body language also exhibits your credibility and reliability. It assists in making your speech compelling and persuasive as well.
You should therefore not deliver your elevator pitch with a bent back or a frown on your face.
Your elevator pitch must have the use of simple yet intriguing language. The listener can easily absorb simple language.
Hence, he or she can quickly grasp an idea about your personality. A difficult language is of no use.
The listener cannot understand your aim and hence, you may receive negative results.
As it is said, practice makes a man perfect.
To master in delivering an elevator speech, you should practice it several times. You can avoid rambling if you practice your speech well.
Try practising it in front of the mirror so as to have cognizance about your speaking skills.
You could also practice it in front of your friends who can point out your weaknesses.
Avert a Monotonous Tone
You should always avoid a monotonous tone while delivering your elevator speech. It is useless to deliver high-quality content in a monotonous tone. Such an elevator pitch will yield no results.
The listener would never want to talk to you again. In this way, you could not only lose your present job opportunity, but also further job opportunities.
Maintain a Uniform Speed While Delivering Your Content
You should never speak fast to accommodate more content in your elevator speech. This is because the listener cannot understand your speech when it is spoken fast.
Such an elevator pitch is completely useless. It is not only boring but can also frustrate the listener.
Natural and Flexible
You should not memorize your elevator speech, word to word. This will give you a robotic voice and will not make the elevator pitch a natural one.
You should adopt some flexibility and modify the content according to your target audience.
Elevator pitch definition. An elevator pitch or an elevator speech is a short, brief summary of yourself for 40-60 seconds.
It got its name from an elevator ride which takes just 40 to 60 seconds to have a spare talk with someone.
Elevator pitch is very important to expand and augment your sales in a business.
Efa Yasin, exhibits her witty personality, through her intriguing writings. Her works have been published on various websites, like NOGOZO and THETOPTOURS. With her forte being in English, she has conducted researches and concocted articles on various niches like marketing, travel and tourism, information technology, and many more.
Did you know that you can (and should) have more than one elevator pitch to use when different opportunities arise?
An elevator pitch can be short (10 seconds) or long (up to three minutes). Regardless of how short or long it is, though, the purpose is the same: Provide a short synopsis of who you are, explain what you bring to the table and — in the case of career advancement — state why you want an opportunity.
You see, one of the best times to use your elevator pitch is when you are wrapping up an interview and you get the question, “Do you have anything else you’d like to add?”
As soon as you apply for a position, you should start crafting and practicing your elevator pitch. You might already have an elevator pitch that you can work with. But if not, you can start from scratch by writing a powerful message that reinforces what was stated in your interview, as well as a summary of qualifications that were identified on your resume.
You might be wondering, why is this crucial? For a number of years, I served as an interviewer. I also scanned (yes, scanned) thousands of resumes to narrow down the number of potential applicants to those who were best qualified to move forward with an interview. When you interview 20 or so people a day, the messages can become convoluted and diluted.
However, when you hear that one powerful pitch, it resonates with you. You think, “That’s a keeper!” This is why, if you want to advance your career, it’s critical you master your elevator pitch and become that “keeper.”
In your pitch, explain who you are and what you bring to the table. In other words, explain why you are the best candidate for the job. Your interview might have been so-so; however, your elevator pitch can be an opportunity for you to showcase the knowledge, skills and abilities you can offer the company.
For example, during the interview, you might have just identified your program management skills. During the elevator pitch, you could now say something along the lines of, “Using my excellent program management skills unique to the government sector, I want to support the company’s strategic goal of acquiring 10 government contracts of $1.1 billion or more, just as I did with XYZ corporation.”
Ensure your statement serves as a win-win for both you and the organization. Continuing with the previous elevator pitch example, add, “I’m considered a leading expert in negotiations and have the highest certifications, as well as the necessary connections, that are a game-changer when it comes to working top-clearance-level contracts.”
Sounds easy enough, right? However, a caveat to all this is that to truly have the best elevator pitch, you must practice it over and over. Don’t memorize it so that it sounds too rehearsed; simply say the pitch with meaning and have passion in your voice. You want to be in control. By mastering your pitch, I believe you can set yourself apart in your next interview and become the master of your destiny.
Next stop: the C-suite
Part of managing an escalating career is mastering the ability to talk about yourself. For women, this can be challenging, as studies have shown that women are less likely to talk about their accomplishments and aren’t as comfortable doing so. And it’s easy to see why—if women act too self-assured, it’s often perceived negatively, whereas men are praised for it.
Modesty isn’t wrong, mind you; it’s just not recognized as “powerful” behavior in a man’s world. Unfortunately, these ways of thinking have driven workplace dynamics for years.
Often when these things are on our minds, it’s easy to overcorrect. We think— Okay, right, I should be more aggressive and straightforward about how awesome I am. What comes out to fix the problem may actually sound like we’re overselling ourselves or that we’re even a little conceited.
So how do we find the right balance? How do we become more confident about talking about our top selling points, while still keeping our humility?
Why elevator pitches aren’t the easiest for women
Understanding the why behind this behavior may not exactly change anything, but it’s helpful to have context before trying to alter patterns.
Jessi L. Smith, a professor of psychology at Montana State University, has conducted research that shows women aren’t comfortable bragging about their accomplishments, yet they have no issue talking about a friend in that way. This is a way we’ve taken the focus off of ourselves for generations—we’re taught from childhood not to focus too much on our own good qualities.
Better to look at all the great things this other person is doing, rather than experience backlash from celebrating our accomplishments, or even opening ourselves up to criticism. Right?
In general, men aren’t as negatively affected by modesty norms as women. This is why it’s commonplace for men to “exaggerate or inflate things like their grade point average or how big that fish was that they caught,” as Smith told The Washington Post.
Another explanation could be that it’s just bad form to brag. Women have historically been encouraged to be more concerned with keeping up appearances, so it makes sense that we wouldn’t want to do anything tacky, like talking about how great we are.
As women now make up half of the workforce and are still fighting for income equality and fair treatment, it’s important that we level the playing field any way we can. We don’t have to “think like men” because overconfidence isn’t necessarily the right way to shine, but we can become better at self-promotion.
How to master the elevator pitch
So, what does a balanced approach look like in real life? First, understand what the elevator pitch really is. An elevator pitch starts a conversation about you and sets the tone for an interview or meeting. Mastering the elevator pitch starts with the following:
1. Cater to your audience
Obviously you don’t have to list all of your accomplishments in an elevator pitch—that you ran a marathon five years ago or recently had your first child. Make sure what you focus on is directly related to who you’re talking to and the job you’re talking about.
2. Be specific
It’s important that a manager or recruiter has a clear picture of who you are after you speak. Focus on relevant details that paint a holistic picture of your experience, background, and interests. Instead of only telling a recruiter that you’re “adept in database management,” actually talk about a database you managed and how you revamped a process for your current company.
Come up with details that back up what you’re claiming you’re good at. And keep your pitch pretty simple and brief—don’t overwhelm a recruiter with information about your first internship 10 years ago.
3. Emphasize how you’re unique
Part of selling yourself is showing someone how they won’t find what you bring to the table anywhere else. It’s your job to convince them that you are the right person for the job, and this takes setting yourself apart from other candidates. This could be something pretty simple: Maybe you studied creative writing in college alongside your business degree, and that makes you an excellent communicator and a creative problem-solver.
4. Be clear about what you want
Remember that an interview is more than you trying to impress the person on the other side of the table. Just as important is your ability to clearly state what you are looking for and the career path that you envision for yourself. Discuss why both the position and the organization align with your goals and desires. This shows that you’ve done the research and you know what you want.
Confidence vs. modesty: finding the right balance
First, try to focus on what you’ve done, not yourself. Judith Humphrey, author and founder of the premier leadership communications firm the Humphrey Group, wrote for Fast Company that good self-promotion “is understanding that it is not brazen self-centeredness.” Instead of focusing on yourself, you should focus on your accomplishments and experience. Convince them of your value as an employee.
Especially when we’re nervous, it’s easy to approach a situation with a certain mindset that we have to have confidence. I can do this, I can do this, I can do this, we think, and we build the interview or meeting up way too much in our heads. When this happens, that overcorrection loves to kick in. To make up for our nervousness, we act overly confident and kind of go off the rails (true for men and women).
To avoid this, actually practice talking about yourself. Talk to friends or family and try out discussing your successes. These are much less stressful situations to get out exactly what you want to say and how. Then, write down key points you want to touch on and practice what you’ll say several times through.
One final thought on women and confidence
As reported in the Atlantic, Forbes, Harvard Business Review, and elsewhere, Hewlett-Packard published an internal report that showed women only applied for a promotion when they thought they met 100 percent of the qualifications, and men applied even if they only met 60 percent of the qualifications. This supports the claim that men are just generally more confident about their abilities, even their ability to wow an interviewer with charm over experience.
So, even if women start to act overly confident and come off as shameless self-promoters… maybe that’s OK for now. Maybe it’s even necessary to level things out.
Men have had the luxury of confidence for years, and you rarely hear someone calling them “too confident,” especially in workplace scenarios.
This is the information age – our phones are faster, our cars are faster, and our minds now work even faster. Yet, there is hardly enough time to get everything done. In these days and times, there is little to no time to spare for anyone – this is especially true for top business executives. After all, don’t they say time is money?
That’s why it’s important to have a way to sell yourself in as little time as possible. That gives rise to a concept well known as the Elevator Pitch.
What is an Elevator Pitch?
A standard elevator ride often takes little to no time. Based on your location, elevator rides can take anywhere from 10 to 90 seconds. Unless you live in New York City where the average elevator ride is 118 seconds.
You never know who you’re going to run into on an elevator. It could be a potential employer, customer, celebrity etc. Regardless of who’s on that elevator, if you want to introduce yourself or make an impression on them, you are going to need to get your message across in the limited time you have.
Let’s face it – this can be a little challenging since there is so much to say in such little time. What should you say to get your point across? Your elevator pitch is the solution.
An elevator pitch is simply defined as a well-crafted speech designed to help you sell yourself, an idea, or a solution, in as little time as possible. It is your verbal business card and an important key to taking the conversation further.
Why is it so important?
Elevator pitches have been used by many in the world of business to attain unprecedented success. Many business opportunities, partnerships, and connections have originated from elevator pitches, and yours could be next.
Likewise, elevator pitches are great to use when someone asks you about yourself or what you do. Instead of trying to come up with incoherent points off the top of your head, an elevator pitch allows you to have a mental PowerPoint presentation ready to go.
How to Create an Amazing Elevator Pitch
We have seen, heard, and come up with some great elevator pitches ourselves. Taking all that into consideration, we have come up with a 4C approach for anyone who would like to create a stunning elevator pitch.
It is not called a train-ride pitch. It is called an elevator pitch for a reason, and unless you would like to play it close to the edge, we recommend that your pitch lasts a maximum of 90 seconds.
What you want to do is get your point across in as little time as possible, not host a radio show. Keep it short, keep it brief, keep it simple.
From the very first thing you say to the closing remarks, let your elevator pitch contain keywords and thoughts you intend to convey.
This is not the time to bring out the inner Charles Xavier in you and go cryptic on your audience. Let them know where you are coming from and where you are going. In the end, don’t leave them more confused and with more questions than when you started
If your elevator pitch is generic, there’s a high chance that even you would not want to listen to yourself speak. Make sure you come up with credible and unique points for your elevator pitch. Without credibility in an elevator pitch, even your qualifications (that you have stated) can be called into question.
While this is the last if the 4C approach, it is certainly not the least.
Of what use is your elevator pitch if it doesn’t get the audience to act? Use words that would gently nudge them into acting. Challenge their minds, invade their thoughts, and make your content one they continue to ponder on after they get off that elevator (or leave that room).
It is important that every professional has an elevator pitch of their own. Make this pitch special and unique to yourself and what you have to offer.
Your pitch can be an embodiment of life experiences that tell a story of qualifications, strengths and even highlights from your professional career. Used properly, you’ll be amazed at the doors they can open.
Imagine you’re an interior designer. It’s 8am, and you’re on your way to an appointment. You enter the building and hop into the elevator. There are two people next to you, and you overhear them talking about their new house and the difficulties they’re having in finding a good designer to decorate. You have 30 seconds before your floor. What would you say? What would you do? In half a minute, you have the opportunity to persuade this couple to hire you. Of course, you would be confident and more likely to win them over if you had something prepared.
An elevator pitch is a brief, persuasive, well-crafted (and hopefully memorised) speech that tells the listener who you are, what you have to offer and why they should consider doing business with you.
A good elevator pitch should last no longer than a short elevator ride, hence the name. It should be concise, engaging and memorable. It also needs to explain what makes you – or your organisation, product, or idea – unique. And, when successful, it ends with an exchange of contact details.
Why are elevator pitches important?
You never know what influential person you will run into, and having a ready-made elevator pitch to deliver could make the difference between winning and losing an important opportunity. But just having an elevator speech is not sufficient; it is also essential that it is effective from its written form to delivery.
So, here are some tips for creating an elevator pitch:
- Identify your goal
What is the objective of your pitch? Remember to frame your speech around what you want to tell potential clients. Are you informing them about your company? Do you have a new product on offer? Whatever it is, let this be the focus throughout.
Begin your pitch by describing what you, your organisation, product or idea does. Focus on the problems that you solve and how you help people. Include any statistics and clear information that reveals tangible results, if possible.
- Communicate your USP
Your elevator pitch must highlight your Unique Selling Proposition (USP). It’s essential to explain what makes you, your company, or idea unique. People want to hear about what sets you apart from every other business that does what you do.
- Be succinct
It’s essential your elevator pitch is succinct. Don’t complicate your speech with unnecessary information. Make sure it is simple and can be easily understood by anyone from your grandparents to your friends younger brother. A great tip is to avoid complex words; this will also make it easier to deliver.
- Be conversational
Make sure your elevator speech is conversational in tone. This will make it feel more genuine and human. It also makes it easier for your listeners to relate to you as an actual person. Reading your pitch aloud and practising delivery will help you tweak your speech to make it seem more natural.
- Give a call to action
Once you have finished your elevator pitch, give your potential client something to do next in a call to action. If the person you spoke to wants to continue the conversation, handing over a business card is a professional way to let them know what they can do to follow-up.
An example of an elevator speech is the one 514 Media has written about its own activities. We begin with our USP, then describe what the company does and then reveal the value we add.
“Many technology companies have neither the time nor resources to manage international communications campaigns. We create technical content, and we translate it, ensuring our clients’ messages reach the right audiences worldwide – raising awareness, stimulating growth and generating higher sales.”
The team at 514 Media are experts in creating well-crafted elevator pitches, as well as other written content. Get in contact with us at [email protected] .
We are all kind of familiar with the notion of an elevator pitch, but that is not nearly enough to be able to effectively craft and use one.
So, let’s see what exactly is an elevator pitch, why should you have one, and how to create it.
What Is an Elevator Pitch?
An elevator pitch is a persuasive, concise introduction that provides the listener with a solid idea of a person, a business, a product or a service (or practically anything else) within just a short space of time.
Typically, an elevator pitch will last no more than 2 minutes, although it is usually much shorter (20 or 30 seconds) – about the length of the average elevator ride. Elevator pitches are common when highlighting your individual skills when interviewing for a job, but they are also often used in marketing.
Why Form an Elevator Pitch?
First impressions count, and with research showing that a first impression is formed in just 7 seconds, it becomes necessary for businesses to ‘wow’ prospects right off the mark. Ultimately, if the first 7 seconds don’t succeed in capturing the audience’s attention, the rest of the meeting may as well not happen!
It’s well worth taking the time to form a great elevator pitch, as your pitch can be used in a wide range of different marketing and sales scenarios. Most commonly, an elevator pitch is used at meetings, but there are other times when it can prove useful, including networking events, conferences, and pretty much any time that someone asks, “what do you do?” You should never say no to an opportunity for lead generation!
How to Create a Successful Elevator Pitch
First, you need to have a good understanding of your own capabilities, limitations and advantages. After that, you are ready to create a great elevator pitch that:
- Looks at the needs of your target audience
- Addresses the ‘why change?’ question (looks at why customers should be doing something different)
Here are some important structural pointers for creating a successful elevator pitch:
Make Clear Introductions
Begin by making it crystal clear to your audience exactly what you are selling. After all, this is the entire point of the meeting. A failure to mention what you’re selling upfront tells the audience that you either:
- Don’t understand what you’re selling
- Don’t understand why you’re selling it
- Don’t understand how what you’re selling forms a solution for the customer.
Make it clear that you know what your business is all about, and how your offerings can directly address the needs of the audience.
Talk About the Solution
If you had all the time in the world, talking about the problem would be fine. But you don’t. When you’re limited on time, there is no room for redundancy. Chances are, if you’ve been invited for a meeting, then the customer is already well aware of the problem they have; they don’t need you to tell them what it is. Instead, what they’re really interested in hearing is how you can solve this problem for them. Acknowledge the problem to show understanding, but don’t dwell on the struggles of the business.
Create a ‘Roadmap’
Audiences want to know about the solution, but that’s not all. They also want to know how that solution will fit in with their business. Now is the time to touch upon the idea of ‘marketure’; discussing the marketing roadmap that will show how the solution will integrate with existing practices and processes.
Don’t simply offer a solution without a way for the customer to deploy it; that’s like selling a car without the key! If you’re offering a solution, you want the customer to be confident that they can use it.
Elevator Pitch Examples
Here are two statements that may be created by a technology company:
I’m Jeff, and I work for the 123 National Corporation. As leading innovators, we’re making it possible for businesses like you to improve the accuracy of their transactional record keeping using Blockchain; one of the most disruptive technologies today. By using an in-house team, we’re able to maintain control over the costs, deployments, and compatibility with other systems, delivering the benefits to our clients.
I work for the 123 National Corporation. We know that cyber security is currently a major issue, and that businesses like you are struggling to keep your transactional data safe and secure. We’re offering a solution using the latest technology to keep your computer-stored data highly protected. We’re proud to be able to offer this solution for a much lower cost than our competitors, making us the perfect choice.
Which one makes the best elevator pitch? If you chose Example A, then you’re right!
Example A has everything an elevator pitch needs. It immediately adds a sense of personality and with the inclusion of the speaker’s name before moving onto an introduction to the solution. It offers a brief yet informative overview of the technology used that not only discusses a number of different benefits of using that company but also shows how the company is able to guarantee these benefits. Finally, the pitch touches on compatibility, making it clear that it should be simple for the client to implement.
Example B lacks personality and spends more time discussing the problem than the solution. It mentions computer-stored data at a time when mobile devices are taking over, which suggests that the pitch hasn’t been updated in some time. The only benefit of choosing that company that is mentioned is cost, which could be damaging if cost isn’t a primary concern for the customer. Ultimately, the customer has relatively little useful information by the end of the pitch.
Another important thing to mention is that you don’t have to limit yourself with one unique pitch for every occasion. Different businesses have different values and priorities, so you can always look to personalize your pitch to your current audience.
The Future of the Elevator Pitch
Right now, there is an ever-increasing focus on the ‘techno pitch,’ one of today’s biggest buzzwords. While the techno pitch is important to understand and consider, it is unlikely to kill off the classic elevator pitch, especially as B2B clients still prefer face-to-face meetings over digital encounters.
However, the features of the techno pitch can be very useful to take into account when creating an elevator pitch. The techno pitch is typically much shorter — less than 50 words, or perhaps a maximum of 280 characters — forcing you to think harder about the core values of the business and ways in which you can communicate these values efficiently yet effectively. Drawing on the concept of the techno pitch, you can further hone our skills, creating excellent elevator pitches that will help drive ongoing success.
Freelance Writer, Editor, and Social Media Manager
Friday, July 7, 2017 New York, NY, USA
But, having social media accounts that speak to you and creating content you believe in is not always enough.
Part of growing your brand is being able to partner and collaborate with other brands and people like you.
Among the slew of valuable information I gathered, I was able to meet with a lovely expert, Sanja Gardasevic, at the Domain.ME booth who helped me craft my perfect elevator pitch.
Not only were her tips and tricks helpful for me as a blogger, but they will definitely be lifesavers when I prepare for that dreaded “So tell me a little about yourself” moment at the beginning of most interviews.
But, instead of sharing the information with you in my words, I wanted Sanja, Content and Campaign Manager for Domain.ME to share her expertise with you herself.
Here’s how to craft your perfect 60-second elevator pitch:
Why is a 60-second elevator pitch so important?
What should you cover in your 60-second elevator pitch? Can you walk me through the process?
1. What’s my best angle?
2. What’s my differentiator?
3. Whose eyes are on me?
4. What’s my purpose?
5. What do I want to do next?
After the pitch, comes the follow-up. Tell them why you approached them and what you
want to do next. Perhaps you can share where to find the best examples of your work,
ask for a 15-minute meeting to talk more about partnership opportunities or send your
personal website where they can find out more about you and all that you do. Get them
while they are hooked.”
Before answering all of these questions, what should you do to get started?
“The most important thing is to know what you want to achieve with your elevator pitch because it will change based on the people you are pitching to. In addition, you have to be aware that the goal of a pitch is not to say everything there is about you/your blog, but to capture attention. This means you have to be ready to cut all those flowery descriptions you love so much and be succinct and specific.”
Are there specific words/adjectives/verbs that help make a pitch stronger?
“Forget about passive voice. Keep adjectives and “happy talk” to a minimum. Other than that, there aren’t specific worlds I would suggest you use because the whole point is for your pitch to be unique, original, and true to your brand.”
The delivery of an elevator pitch is vital for introducing your identity and background to potential clients. It is a personal introduction or summary ideal for effective communication of your future goals, experiences, and skills in an engaging and concise manner.
A real estate elevator pitch should be able to inform your potential clients on what you can do for them in a short amount of time, just like how an elevator takes you to the next floor. It is a revelation of your value proposition, which is a statement of your uniqueness, and its advantages. In general, elevator pitches are ideal for all professionals and can be utilized in diverse situations.
If you are a real estate broker, it is important to prepare your elevator pitch once you have obtained a real estate license. Being able to develop and master your elevator pitch is crucial for new brokers and agents.
Mastering Your Elevator Pitch
Step 1: Start and Keep the Conversation Going
Being able to present the ideal real estate elevator pitch is crucial based on how the approach is done. The manner by which a cold call is made for a prospective client is different from what you will tell your client through an email.
The elevator pitch should range between formal and informal since your goal is to maintain a conversational tone despite the fact that you are delivering serious content. This is essential in order for your pitch to be successful. It must be flexible and should be appropriate to the person you are talking to.
Step 2: Establish Engaging Questions
When a potential client approaches you, they may be interested to hear your elevator pitch. A referred client may email you and ask for more information regarding a property. The best approach is to start your conversation with engaging questions. Some sample questions that may lead you into an elevator pitch include the following:
- Will you be relocating to this site?
- Is this your first property?
- What specific property do you need help with?
Engaging questions will enable you to determine what your potential clients are trying to attain, and this tailors the rest of the elevator pitch to more specific needs.
Hard selling may turn off prospective customers. Keep your conversation natural as you approach your prospective clients and make your elevator pitch a part of a normal conversation.
Step 3: Make a Good Impression
Whether you are creating an elevator pitch as part of your introduction to prospective clients or acquaintances, one of your goals is to make an excellent impression. You should be conscious enough not just on what you will say to your client but also on how you deliver your elevator pitch.
Step 4: Never Rush
Do not talk fast when you are conversing with your client. Instead, maintain a brief, steady conversation. Speak as clearly as you can and do not allow yourself to talk in pure niche terminology. As you become knowledgeable with the fundamentals of your elevator pitch, you need to take time to express yourself in a clear and concise manner without deviating from what you need to deliver to your potential client.
Step 5: Be Confident and Persuasive
There are people who are not comfortable with selling themselves. Nevertheless, the main goal of pitching is to demonstrate the experiences and skills that you have. A perfect elevator pitch will deliver what is impressive about someone or something; it normally indicates the goals and aspirations of the person for the future. For this to materialize, your audience needs to know and understand that you believe in what you are stating to them. Take away fear when trying to convince your audience.
Step 6: Be Natural
Though preparation is crucial in order to achieve an engaging real estate elevator pitch, there should be a natural way of delivering it. Your statements should be genuine and everything that you are saying should be delivered using your natural voice. That’s because your audience is interested in what you will be telling them.
When you master your elevator pitch, you become better at delivering it. You may find selling quite uncomfortable or difficult, but with practice, you will feel a lot more confident. Indeed, brokers need to master an elevator pitch to draw and encourage more potential clients to avail of their real estate services.