An elevator pitch is a short, persuasive overview of what your small business does.
When it comes to face-to-face networking, an elevator pitch is one of the simplest and most powerful marketing tools for small business owners.
A compelling elevator pitch will allow clients, suppliers and potential partners to get to know your small business quickly.
As the name suggests, an elevator pitch should be as short as the average elevator ride – ideally, no longer than 30 seconds or 150 words.
You can use an elevator pitch to introduce your small business to potential new clients, or even sell an idea to a potential investor.
Here are six steps to follow to create the perfect elevator pitch.
Identify your objective
Do you want to describe your small business to someone new? Do you want to tell potential customers about your products and services? Do you want to appeal to former customers?
Identifying your objective will help you centre your pitch.
Explain what you do
Start by explaining what your business does. Focus on how you help people and the problems you solve. If possible, include a key stat that shows value in what you do.
Reveal your unique selling point
Identify what makes your small business different, and why it makes you different.
Engage the other person
After you communicate your unique selling point, involve the other person in the conversation with an open-ended question (i.e. something that can’t be answered with a ‘yes’ or ‘no’).
Also, make sure you can answer any questions they may have.
Edit your pitch
Ruthlessly edit your elevator pitch. Remove anything that isn’t essential. Read it out loud and time it to make sure it is not too long.
Practise your pitch in the mirror. It should sound natural, not like it’s scripted (which, of course, it is!).
How you deliver the pitch is as important as what you say. Be enthusiastic; people are always likely to remember an enthusiastic individual.