Imagine you’re in an elevator with someone and they ask what you do. You have thirty seconds to provide a captivating answer; what would you say? You should have this pitch planned in advance in several different versions—you may meet a lead for your business or even a great referral source. Someone you’re looking to sell to should hear a different pitch than someone you’re looking to recruit.
Crafting an elevator speech is highly important. Introducing your company quickly and compellingly can make or a break a business opportunity. It can seem overwhelming to concisely state what your company does—there is so much to cover, where to begin! Well, if you pause for too long, it seems like you don’t understand what it does. If you can’t comprehend, how can anyone else? It’s essential that any individual be prepared to explain why and how their organization kicks butt in about thirty seconds.
Highlight what’s special.
There is an over abundance of organizations that exist in the world. Most likely, your company falls under the same umbrella as many others. So why should anyone listen to some monologue about how great your company is when there are plenty of others to choose from? Because your company is the best, or at least it should seem that way to whoever is listening. Clearly point out what allows your team to be different. Show that your differences make you excel ahead of any other company in your respective industry. Demonstrate that you, yourself, are also ahead of the game. While you may share a similar job description as plenty of others, clarify why you deliver better results than anyone.
Make the listener care.
Thirty seconds isn’t enough time to fully describe who you and your company are, and that’s just fine. You should share just the right amount of information that peaks the listeners interest enough to want to meet you a second time. Make sure to have energy—your elevator speech won’t be returned with enthusiasm unless you express it in the first place. Speak with conviction without bragging; make your listener believe that you can make them as confident and proud as you are. Once you’re finished with your spiel, don’t push. Never come off as desperate, or the business is lost then and there. However, do include a call to action in order to keep the conversation alive.
Leave them wanting more.
Relating to the listener in your opening line is crucial. If you don’t hook them immediately, they might not waste their time hearing you out. Asking what your listener does for work first will help tailor the pitch to different types of people.
Naturally, your listener wants to know what’s in it for them. Address a problem and create a real solution out of the benefits offered by your company. To hold undivided attention, it’s important to limit showing off your company too much and discuss how you can actually help the listener. They don’t want to hear about a plethora of your company’s successes unless those achievements can bring success to their company too.