How To Create A Killer Elevator Pitch… In 60 Seconds or Less!
by Paul Keetch
Being able to succinctly describe your business is an essential networking skill for two important reasons.
First, the person you’re talking to can quickly and easily understand if they, or someone they know, is a potential customer of yours.
Second, knowing specifically how to communicate your business essence allows you to spend more time speaking to people who are genuinely interested in what you do and how you do it and less time trying to “sell” prospects who are never going to become your customer.
Here is my 3-step system to creating a killer elevator pitch!
Step 1 – Identify The Pain You Solve In The Market
There are two things you want to accomplish in this step – identify the specific pain you resolve in the market and get the person you are talking to agreeing with you.
You do this by stating the problem you solve in the form of a question such as, “Do you know how the vast majority of new businesses fail within the first five years?”
This states the pain (the rampant failure of new businesses) and gets the person you’re talking to in agreement with you (everyone knows this to be true).
Step 2 – Describe Your Perfect Customer & How You Work With Them
Here you want to be very specific about what niche (or micro-niche) that has the problem described in step 1 and how you help them overcome that pain.
For example, you might say, “I mentor coaches and other personal service providers on strategic ways market themselves more effectively and on a shoe-string budget.”
Already, if the person you’re talking to self-identifies with the pain you’ve described in step one and now fits into the category of who (coaches and other personal service providers) and how (mentor them to market themselves more effectively and on a shoe-string) their interest is piqued.
Step 3 – Outline How Your Customers Benefit From Working With You
This one gets a little tricky, but is still pretty straight forward. The real benefits of working with you don’t come from the specific result you help bring about (more customers, better relationships, fitness, health, etc) but from what those results create for them.
More customers may actually mean that they earn more and are able to provide for their family or travel the world and live the life they’ve always dreamed of.
In the example above, this may look like, “So that they can have a steady stream of qualified clients coming in every month, helping more and more people while creating a generous income for themselves!”
The primary benefit here is that they can help more and more people as well as create a generous income, a challenge faced by many of the coaches and personal service providers I work with.
Bringing It All Together!
Here is what an elevator pitch would look like when you bring all three elements together:
Do you know how the vast majority of new businesses fail within the first five years? I mentor coaches and other personal service providers on strategic ways market themselves more effectively and on a shoe-string budget, so that they can have a steady stream of qualified clients coming in every month, helping more and more people while creating a generous income for themselves!
That’s all there is to it. A killer elevator pitch you can easily remember and that flows off your tongue will allow you to spend more time marketing to truly qualified prospects.