You’ve heard about the elevator pitch; you know you need to have one. It’s those important 20 seconds with a new business connection in which you tell who you are, what you do and what you’re looking for.
For elevator pitches that soar, keep in mind these 10 guidelines:
1. There’s a purpose
Elevator pitches are often used at conferences and networking events, providing a strategic way to explain who you are, what you do and what you’re looking for. Keep this focus in mind as you put together your pitch.
2. Twenty seconds means twenty seconds
How hard can it be? The challenge is making those 20 seconds matter. That means getting straight to the point. In real life, the conversation may go longer, but an elevator pitch should be designed to take no more than 20-30 seconds.
3.Know what you’re after
Are you hoping to get the word out about your startup? Or a new product launch or offering? When crafting your pitch, consider what you want to accomplish, then cut the details that aren’t relevant to that goal. Too much information only confuses your listener and waters down your message. Pick one or two things that are really important to address right now.
4. Get feedback
You want to make every second count. Therefore you’ll want to actually write your pitch, time it and practice it on other people. Get feedback. How could it be better? Do you spend too much time on less compelling details? Try it out on people who aren’t in your industry to make sure it’s interesting and understandable to anyone.
5. Be human
People like the genuine approach because it can be so rare in business. When people are trying hard to be professional, they can neglect the human element. Let your speech reflect your passion or humor. The topic is business, but connections happen between people. Make it memorable with personal details or anecdotes.
6. Focus on the other person
If you feel uncomfortable about “selling yourself,” it helps to think about the needs of the other person and how you or your business meet those needs. Reframe your pitch to be less about you, and more about how can you help and what you have to offer.
7. Be different
Trying to appeal to everyone, we often resist specialization. Unfortunately we end up blending into the crowd. What makes you or your venture different from the others? Help new connections understand how you stand out. What makes you, your business or product different, special, one-of-a-kind?
8. Leave a little mystery
Naturally you’re wondering how to cram all the important details about you or your company into 20 seconds. The answer? Don’t. Give just enough to get the other person curious, wanting to know more. If the conversation continues, answer their questions directly. This is more effective than two people standing in front of each other reciting their respective monologues.
9. Ask
If you’re looking for a specific type of client or a particular referral, say that. You never know who has the connections you need and people like to know how they can help. While you don’twant to be “sales-y,” networking is about doing business. Finish with the ask, or the “call to action,” don’t start with it.
10. “Sealing the deal” isn’t the point
You want to have a clear “ask,” but the elevator pitch isn’t the moment to seal the deal. It’s an invitation to a longer conversation; the first step in developing a relationship with a colleague, client or business. Focus on starting the relationship rather than making the sale.
