In our fast paced world, having a great elevator pitch ready for delivery at all times is increasingly important.
Ideally it should be brief between 20 and 30 seconds. It should be memorable and leave the kind of impact that will ensure that even if you do not get an appointment right away, the prospect will remember you for a long time to come.
1. Identify Your Uniqueness
What is different about you? What is your unique selling preposition? Your elevator pitch needs to answer those two questions mighty fast or the other person will lose interest. It’s that brutal.
You also need to answer those questions from the prospects’ point of view and not yours. What’s on their mind these days? What worries them most? Identifying your uniqueness effectively in a way that will interest the other person is the first thing that will pique their interest enough for them to want to pay attention to the rest of what you have to say. Fail at this stage and nothing else you say will matter.
2. Show Passion
Passion makes all the difference and people can sense it much more quickly than you can imagine. Passion is also infectious and the ideal situation is to infect everybody and anybody you come into contact with. That is what made Steve Jobs great!
3. Add Value / Solve Problems
Even if you have the greatest pitch ever you will hardly get any results if the other person cannot immediately see how they can benefit. Selfish human nature is such that the question that is always at the top of our minds is; what is in it for me? If the other person cannot see any value then it is of no interest to them and the best you can get is a polite smile. A great way to highlight your pitch and create interest is to always position yourself as a problem solver. In other words what you simply need to do is generate enough confidence that you can solve a nagging problem.
4. Build a Relationship
Not every pitch yields the desired results on the spot. In fact, most don’t and that is something you have to live with. Chances are that you will almost always catch your prospect at the wrong time. Maybe they are having a bad day or for some reason they may not be quite ready for you. A great elevator pitch must leave room for a relationship to grow from it. The greatest mistake is to treat all those who do not give you an appointment right away as a lost cause. Actually those are the ones who usually end up being your best clients somewhere down the road.
To be able to start building that all-important relationship, you need to offer something that will not require any major commitment from your subject. Like more information in their email inbox, a free sample or whatever it is you can offer that will keep the door open for that day when they will finally be ready to see your presentation or make a more serious commitment.
5. Be Natural
Nobody likes to be sold to, even if they are the ones who started the conversation or asked you a question first. It is therefore terribly important that your pitch is delivered in a very natural way that does not sound like you are pushing a product or selling something. Being natural is having a conversation in the same tone and manner that you would have had it with a long lost friend or relative catching up on old times.
In conclusion, always remember that your elevator pitch will always be a work in progress. That means that you need to keep on practicing and perfecting it all the time. Practice in front of a mirror and don’t forget to keep a close eye on your body language which will always send out a much more powerful message than any words you utter.
Get more career and business advice from Sylvia via her blog sylviabrowder.com as well as nawomenrise.com!