The elevator pitch is famous. Most small business owners know what it is, and anyone who sells anything better know what it is.
Just in case you don’t, here is a definition:
An elevator pitch is a concise overview of your business. That sells.
And that’s it. That’s my definition by the way.
It’s called an elevator pitch because you’re supposed to be able to pitch that overview in the time it takes to finish an elevator ride. It should be quick, powerful and effective enough that it gets the listener all fired up about your business and what it can do for them.
When you are actually there in front of a prospect delivering your pitch, the goal is to be as concise and clear as possible, while engaging the listener so well that they want to hear more. And it should all take no more than about thirty seconds.
The awesome elevator pitch part
While it is easy to write a mundane elevator pitch, one that simply explains what you do, it’s a little trickier to create one that gets the listener to a point where they are desperate to hear more. And that’s the sticking point for many people who create their own elevator pitch. They focus on spurting out info about how amazing their company is and how it will change the business of the listener in a very specific way.
That is exactly how not to do it. Instead, your goal is to tease, to spark rabid interest. And then to leave it. That way, the prospect follows you out of the elevator and into your office. And that is when sales happen.
So instead of saying ‘I’m a business consultant’, you might say, ‘I help businesses find more clients in a month than they have in a year’.
That’s a hard pitch to ignore right there.
How to write an awesome elevator pitch
Write your draft pitch by jotting down the responses to the following:
- Who are you? This is a one sentence answer. The job title.
- What exactly is it that you do? Two sentences here. Take a look at your product listing for inspiration and convey a two sentence summary of what you actually do
- What problem do you solve? Talk benefits here, not features. Clearly identify the value you offer to clients. Do you save their time? Do you reduce their stress? Do you find them clients?
- What is your USP? Take a look at your mission statement and work out what your USP is. Don’t be shy here. What is the one thing you do better than your competitors? Why are you memorable?
- What question are you asking? This one is focused on a question you might ask a client. For example, going back to the business consultant example, you might ask ‘How do you stop yourself from running out of leads?’
- Give a call to action. Often, this is as simple as asking a prospect to call you.
Then, after you have put together the responses to the above, it’s now time to put the pitch together from your notes. In the next post, we will look at how you do that. Putting all of that information together and getting it locked in your brain could well be the most important thing you do this year for your business.