Developing elevator pitches

[FocusZenith]

Dear all

I'm sure people have come across these before but I thought it would be interesting to start a topic on these.

For anyone who's never come across an "Elevator pitch" before, here's the basic idea...

Imaging you get in an elevator and standing next to you is your dream client. The problem is how do you get to speak to them and interest them in buying your product or service. You have the added pressure that the person is only going from the ground floor to the first floor, so you only have the length of time from the doors closing to the doors opening.

Now that's the general idea, but it's not just for using in a lift. When attending a networking event, where you only have a few moments to get the other person interested in your business, is the ideal time to use it.

So how many people have one prepared?

The other day I went to a seminar where the speaker was discussing effective elevator pitches. During the discussion he said that everyone's elevator pitch should be in the regional of 12 words in length (15 at the most) and needed to get the listener to want to know more about you, your business and the benefits they would receive.

To give you an idea. The speaker picked a few people and worked on their pitches to show how they could be improved. So what did we come up with you ask? well... picture the scene... you have just got into the lift and I'm standing beside you... we have said hello... the doors are closing and you ask me "What do you do?"

My answer would be "we increase your profits, market knowledge and help make better business decisions!".

At this point you would hopefully say, "How do you do that? Do you have a business card?".

I'd be interested to hear other people's too and see comparisons in styles. So my question to you all is "What do you do?"

All the best

Laurance

[Thais]

Hi Lawrance

That made me smile, specially as Brits call them lifts - not elevators! :wink:

I avoid elevators as much as possible, but I do a very similar act in supermarkets & other shops!! I usually say to the checkout girl "you're looking tired - is it the end of your shift?" The reply is almost always a bit of a moan, so I whip out my card & say to her "well, I'm always here to give you an energy boost or get rid of those aches & pains - just call me!"

I've had a quite a few new clients from this strategy! :D

[kyber]

"elevator pitch" - great for tiddley-winks! ... seriously though these are a good thing. If you cannot summarise what you do in a quick "benefits sound bite" then, according to one of my mentors, you are probably spread too thin.

The sad thing is, I cannot bring to mind what my official pitch is meant to be at the moment ... I followed the link in my sig to my employer's site and realised there was no clear statement of what they do/are there either. Humn....

Stuart

[gj]

I find these have become much of a muchness

Everyone "help you increase profit" if they are a business to business supplier, or saves you money on your (insert type of business eg stationery) costs.

The next generation of elevator pitch will need to set people apart.

The one we came up with a while ago was "We work with business people who want to make more profit, or pay less tax, or BOTH" - we are accountants

It seemed to come across quite well when included at the beginning or end of a 60 second presentation, but on its own didn't seem to prompt the "Oh, that's interesting - how do you do that?" type question.



Graham

[gary]

I think elevator pitches can be very effective because you have a well-rehearsed answer to "what do you do?" - the problem is that they are so rarely done properly. Most people try to be too clever and end up with something flowery that belongs in a new-age crystal healing shop rather than in a business description (unless of course, it is for a crystal healing shop! :))

The best way to see what works and what doesn't is to go to one of the many networking events held around the country, and listen to how people introduce themselves to you. Make a mental note of what makes you listen, and what switches you off. Then you're in a position to do your own elevator pitch.

You will soon see how many people start off with "well, it's difficult to describe" or "um"! There will also be those who speak for 10 minutes and say nothing, leaving you still wondering what they do!

Gary

[adeleuk]

Hi Laurance

Interesting discussion you have started especially as I am really just getting in to the ' Networking ' scene.
My Tag Line, which is what I really think you are talking about, is ' I help people to Overcome Negative Energy Draining Issues in their Business or Personal Life'. The idea being that it generates interest and elicits the response, Really!! and how do you do that?. That is when I go into my elevator speech something along the lines of,

‘Well you know when a company promises to deliver, then does not deliver on time which may result in a lost sale and revenue. What I do is work with the relevant people within the company to identify the areas that need improving, we then come up with action plans to improve these areas, and implement them. This means that the company improves on their service, delivers what they promise and ultimately this can benefit the bottom line’.

Well that is my understanding of the subject and I recently completed a one day Marketing workshop during which we developed and polished our Tag Line and Elevator Speech.

I should add I am a Personal and Business Coach.

[kerryn]

Hmm interesting one for me because generally I dont get out and about much to introduce myself

I have considered doing networking - well tried it once and the room was full of lawyer type power dressed women, never went back again.

If Im asked I generally say - Cloth nappies and accessories to suit you, your baby and your pocket. and 9/10 people say oh terry squares and rubber pants <sigh>

Have to admit I was a little puzzled about the phrase elevator pitch had a vision of a table in a lift displaying my wares - perhaps I need to get out more

Kerry

[daveashton]

I love KerryN's Pitch but what worries me is that all of the above are based on you speaking first about your business i.e. the follower not the leader.

Elevator pitches work best when you know what the other person does so you can slant the pitch to make it more relevant to them. This is even more relevant if you have multiple products or services. Why risk either giving a long list and hence they lose interest or only giving a few things and not hitting their "hot buttons"

by listening first you will win far more.

Gi also makes a good point because it shows how generic these statements can be i.e. we reduce

[kerryn]

Ah yes that was a point I wanted to make - you are relying on someone asking you - sometimes you need to find the way in to get them to actually ask - or better still care enough to ask.

In my line I rarely get to met anyone other than the customer or suppliers. If I start babbling nappies to people they generally think Ive lost the plot.

Kerry

[Bizgifts]

I help ensure that when a customer or potential customer wants to buy a product or service you provide, they call you first and not your competitors.

Mark