How to Build The Perfect Elevator Pitch
This past weekend at a wedding, I was asked a question that I struggled to answer.
We were waiting at the dinner tables for the bride and groom to show up to the reception and I was admiring the overlook view of the Blue Ridge Mountains when another old teammate called my name said, “Alright Avery, 20 second elevator pitch, go!”
If you haven’t been asked before, which I am sure you have, at some point in your life, you will be asked to pitch someone.
The pitch is referred to as an elevator pitch, but this could happen on a plane, a bus, a dinner, or anywhere else where someone asks you what you do. It is in that brief moment that you need the perfect pitch. You need a concise description of who you are, you need to be rehearsed and confident in that you know what makes you unique and how to pitch what you stand for.
Over the past 2 years, I have observed thousands of entrepreneurs and salespeople at conferences, online, in webinars, and at other events. One thing I always notice is whether or not the person talking has spent time developing their pitch, or if they are just winging it. I will tell you that most of them never take the time to create the perfect pitch, let alone practice it over and over.
The most common mistakes are lack of clarity in what they are trying to convey, conviction, and sense of time (especially with 20 second elevator pitch).
When you build the perfect elevator pitch, you need to figure out how to be impactful in 20 seconds. You must capture attention without using any conversational etiquette. Meaning that a great pitch disregards conversation and social protocols for what is “accepted” or even rational.
Don’t waste time on introductions, handshakes, or even mentioning the name of your company. The purpose is to be remembered for that one unique thing you can do; make this clear and with intent.
Are you ready to build your perfect pitch?
1. What is the objective and goal of your pitch? What is the one thing you want this person to do, think, or feel when the pitch is over? Do you want to tell potential clients about your organization and make them a client? In my case, I want the person across from me to know what I do, see how he or she can benefit, and decide within 20 seconds that I am the best person to do business with.
2. Ask for attention. If you don’t get attention, you will not get into communication and you will just be talking. The best elevator pitch demands that you get the person’s full attention. All you have to do is ask for it. “Can you give me your full attention for the next 20 seconds to share with you what I do?” Make sure you have their attention before you start your pitch.
3. Make it stick. When you move into your pitch, make sure that the first thing your audience hears is sticky. Make it wow them; make it sound impossible even. The easiest way to accomplish that is to make a big, giant, massive, juicy, claim. Start your pitch by describing what you or your business does and do it in one sentence that sticks. Here is an example: “My Company saves you 20% on your insurance premium with the quickest claim turnaround in the industry. We offer 24/7 around the clock service and no automated numbers so you will always be speaking to a real person there to help!”
Having trouble coming up with a sticky point? Ask yourself: “What is the one thing I want this person to remember when this pitch ends?” Your claim should generate interest or suggest who in the company would be best to contact. Your elevator pitch must hit very hard and be sharp and pointed so your audience remembers it.
4. Determine the decision maker. In any pitch, you need to know if you are speaking to the decision maker or who that decision maker will be. You need to distinguish between decision makers, influencers, and those who are neither. There is no reason to pitch further if there is no decision maker. After you make your big claim, ask “Are you the person that could make a decision to invest $1,500 to protect their livelihood?
5. Get it right. What you need to do now is practice. Time yourself and video yourself and pay attention to how fast you are speaking, your mannerisms, eye contact, attitude, tone, etc. Practice your pitch until it becomes natural and easy to deliver in 20 seconds. In 20 seconds, you need to create so much interest that people beg to hear more.
When you come up with your perfect elevator pitch, you will be on the hunt everywhere you go to use it and to create interest and generate business.
Remember, the elevator pitch is a pitch, not a conversation. It needs to be hard, fast, and loaded with confidence!
