In the event of an accidental meeting with someone important in an elevator or when introduced to someone new at an industry conference, you should be ready with a short, 30-second summary of what you and your company have to offer. Your succinct speech should quickly outline who you are, the products or services you provide, and your value proposition.
What’s in It for Them?
To make your speech powerful, introduce yourself and then point out a problem for which your company has a solution. [quotes]To grab their attention, tailor the pitch to your audience’s needs by engaging them with a question.[/quotes] Focus on the unique value proposition which makes you and your company’s products and services stand out. Explain what you do in an interesting and enthusiastic manner so your pitch will be memorable. You will likely choose to vary your speech slightly depending on the situation.
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What to Include
[quotes]This is the time to spark an interest in your company’s product.[/quotes] It is not an opportunity to sell something. An elevator speech is not an aggressive sales pitch. Don’t include too much information or industry jargon such as tech-speak. Keep it general and focus on your area of expertise by explaining how you help customers with your distinctive approach. It’s okay to mention high-profile clients to point out your company’s credibility. Leave your audience wanting to know more.
Keep Practicing
Keep practicing your speech. The way you speak is just as important as what you say. You don’t want to speak too quickly, loudly or sound like an infomercial. [quotesright]Practice in front of a mirror[/quotesright] or in front of friends and be aware of your body language. You want to look and sound natural. Learn to modulate your voice and practice your pitch so it sounds friendly and conversational instead of rehearsed. Convey your speech with confidence!
Take Action
The next time you run into any of your old school chums at the airport and they ask what your company does, you won’t hesitate with your answer. Consider the reason for your pitch. If your aim is to publicize a new product or promote your services by explaining what you do for a living, make your goal clear. [quotesright]Always communicate your unique value proposition. [/quotesright] If the brief elevator conversation is interesting, it should end in the exchange of business cards or a scheduled meeting. Remember to keep business cards with you to help your audience remember you and what you offer.
Many entrepreneurs, business owners, and salespeople commonly rehearse and use elevator pitches to get their points across quickly. If you want to maintain a competitive advantage in your field, put these tips into practice for perfecting your elevator pitch.
– Andrew Phillips, FocalPoint International
