By Alan Graner
What is an elevator pitch?
It’s a succinct, persuasive sales pitch that sparks interest in your company and/or products. You can deliver in 30-60 seconds or less—about time between encountering a prospect on an elevator until reaching her floor. (Of course you can deliver the pitch anywhere—it doesn’t have to be in an elevator.)
To spark interest you should:
- Explain what you do
- Communicate your unique sales proposition (USP)
- Engage them
To ensure success you must practice, practice, practice.
Crafting an Elevator Pitch
An elevator pitch isn’t designed to sell. Its purpose is to generate interest in your company and/or products and services. Tips for developing your pitch include:
- Explain the benefits you offer for addressing their problems.
- Mention companies you’ve worked with to gain credibility.
- Explain your expertise and why you’re the best choice.
- Tell them exactly what you want them to do (call to action).
- Be natural and passionate. Do not sound like you’re reading from a script.
- Get feedback from prospects if possible.
6 Tips for Perfecting Your Elevator Pitch
Sounding authentic is key to delivering your pitch. Nobody wants to hear a robot recite a canned pitch. Authenticity means:
- Be you. Make your pitch using human vocabulary, not business-speak.
- Listen. You can’t tailor your pitch if you don’t listen to what your prospect’s needs are.
- Know when to stop. If they change the topic, go with that. It may be a better conversation than your pitch. (It can also mean they’re not interested.)
- Close with your business card or any collateral you may have.
Authenticity gives an essential lift to your elevator pitch
A really good elevator pitch includes these essential components:
- Identify a problem worth solving.
- Describe your solution.
- Define your target market.
- Describe why a prospect should choose your solution over the competition.
- Explain why your team is the one to execute your solution.
The Anatomy of a Compelling Elevator Pitch [Infographic]
What are your secrets for a perfect elevator pitch?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.