Crafting the PERFECT Elevator Pitch

Set the Scene

Picture this: You’re on a warm, pleasant business trip out in L.A. You walk outside LAX and as you are waiting for an Uber, you run into a former client of yours. After exchanging pleasantries, he inquires on what your current company does, and you freeze. Next thing you know, that former client is leaving in their ride, and you blew the opportunity at some added business… If only you had an elevator pitch!

About the Elevator Pitch Technique

An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organization does. You can also use them to create interest in a project, idea, or product – or in yourself. A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name. They should be interesting, memorable, and succinct. Also, it should explain what makes you – or your organization, product, or idea – unique.

Step 1: Identify Goal

Start by thinking about the objective of your goal. Do you have a new product? Want to provide information? Or want to simply catch up and exchange well wishes? All of these decisions play a role in the crafting process.

Step 2: Explain What You Do

Begin by describing what your company does. Focus on the problems that you aim to solve, and how you help people. If possible, add a statistic or fact that could further help backup your claims. – Keep in mind that your pitch should be aimed to excite. If you are not excited about your pitch, what makes you think others will be excited?

Step 3: Communicate Your Value Proposition

Why should this person care about what you have to say? Make it worth their while. Identify what makes you, your organization, or your idea, unique.

Step 4: Put It All Together

Once you have the outline of what you plan to say, putting it all together is the most crucial part. Read it aloud and use a stopwatch to time how long it takes. It should be no longer than 20-30 seconds. Otherwise you risk losing the person’s interest, or monopolizing the conversation. Then, try to cut out anything doesn’t absolutely need to be there. Remember, your pitch needs to be snappy and compelling, so the shorter it is, the better!

Step 5: Practice Practice Practice

Like anything else, practice makes perfect. Remember, how you say it is just as important as what you say. If you don’t practice, it’s likely that you’ll talk too fast, sound unnatural, or forget important elements of your pitch.

Tips:

• You may want to keep small take-away items with you, which you can give to people after you’ve delivered your pitch. For example, these could be business cards or brochures that talk about your product idea or business.
• Remember to tailor your pitch for different audiences, if appropriate.