They call it an “Elevator Pitch”. Short and sweet, it is the appetizer that leaves your prospect salivating for the main course. In the business world it is a necessity. A successful elevator pitch is about more than words. It’s how they’re delivered. Having a passionate delivery to an elevator pitch will lead to sales.
Tom Steenburgh, associate professor at Harvard Business School, said successful pitches start with the problem that your product or service is trying to solve — not with the product or service itself.
Begin with a crisp summary paragraph that rolls off the tongue and describes what you do in 25 words or less — it's an elevator pitch within an elevator pitch. Keep the whole pitch to 250 words or less.
If you are approaching 2 minutes you are at the max., think about editing. If you can't be concise it suggests, to them, you may not understand what is unique and special about your product or service.
Next, practice, practice, practice. See how it feels. Does it roll off your tongue? Did you miss key points? Does your message carry the confidence, energy and passion it deserves?
You have built a need and you have the solution. Be prepared to provide evidence to that fact. This builds credibility in the eyes of the prospect.
Listen to their first question. If they ask, “What is it you do?” It could mean two things, your pitch wasn't clear enough or you have built a need and he wants more information about your services or product.
Nobody is going to sell a product or service in an elevator pitch. That is not it's function, it is merely to get the conversation started.
Most of all don't forget why you’re doing the elevator pitch to begin with, ask for that meeting. Ask with all the confidence and optimism you can.
Reference: Elevator Pitch Essentials, by Chris O'Leary.
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