I need to improve my Elevator Pitch, what do you recommend?
Written by Henry Dumas
Business Coach, Moore Norman Technology Center
An elevator pitch is a conversation, or an ice breaker, that will (hopefully) lead into a deeper dialogue about what you and your company can offer. A good elevator pitch should last no longer than a short elevator ride of 20-30 seconds—hence the name—and focuses on what are you doing now. It should be simple enough that someone could reel it off at any time—and memorable enough that people will listen. To improve, or create, an elevator speech follow these tips:
• Answer the right question. The typical starting point for giving your elevator pitch is the question, “What do you do?” Don’t answer that question, at least not directly. Instead, assume you have been asked the question “Tell me what you do for your customers.” That’s what they really want to know, and it’s the best way to show what you do, vs. describing how you do it.
• Be conversational. The goal is not to talk at someone but with someone. Pause after the first few sentences for the other person to comment or ask questions. A successful pitch is where the other person relaxes and says, “Interesting. Tell me more.”
• Use simple, everyday language. The goal is to have the listener understand your company. Avoid jargon and industry-specific terms. A good exercise when you think you have the perfect elevator speech is to re-read and cross out every word that sounds remotely like a buzz word and replace it with a more simple, direct word.
• Start with an introduction of the company and then talk about what it can mean for the listener. Avoid starting the conversation with bragging points or product features -- “We are the leading provider with 54 offices in 29 countries.” Reserve that information for the end of the elevator speech, after the customer is interested in the conversation.
• Provide relevant examples. Have at least two or three different examples of a current or past customers and what you achieved for them in quantifiable terms. Choose one example that would be the most meaningful to the listener. This will bring your value proposition to life and make it real.
• Practice, practice and then practice some more. Test it on someone who is not intimate with the company and will give your honest feedback. Remember the goal is to make someone else understand your company.
• Make eye contact, smile, be energetic and be engaged. Pull them in with your words, as well as your physical reaction and emotions as you tell your story. (This is where practice pays off.)
• Follow the golden rule. An easy way to test your elevator speech is to put yourself in the customer’s shoes. Would you enjoy talking to someone if they used the same approach about a different company, or would you push the button for the closest floor? Better yet, recall when this has happened to you and be determined not to repeat the same mistake.
• Make your elevator speech evolve. Modify the speech based on feedback, verbal and nonverbal, and engagement. If the listener’s eyes glaze over or they walk away, your elevator speech needs work. Evaluate if it was the introduction, explanation, example or delivery and continue to modify your speech. You will see and feel it when your customer is engaged and know that you have created a great elevator speech.
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