For some people, a 60 second elevator pitch can be one of the most daunting things they have to do in their career. Which is silly really as it’s something that we have to do frequently at networking events, and isn’t really a long time to bare. But many of us really struggle to talk about ourselves. We are great at talking about other people, and their businesses or work achievements, but we close up when we have to discuss ourselves.
Unfortunately this is a fundamental part of business. To sell our services or provide leads for the firm we work for, we have to be able to talk about it. Otherwise we won’t succeed. So we grin and bare it. But so many of us are saying the complete wrong thing in a language our audience just doesn’t understand, resulting in no new business despite us having the courage to undertake this uncomfortable task. Use our 4 point plan below to master your next 60 second elevator pitch!
1) What problem do you solve?
Many of us are guilty of talking about “what we do” and not “what problem we solve”. Our elevator pitches say things like “I am a Website Designer who specialises in UX, SEO and PPC”. Great. But how many people in your audience understand what this means? I know you do. But they don’t. And to be honest you don’t want them too really, otherwise you aren’t an expert in that thing!
Instead, make your language relatable on their terms. “I make sure people find your website, enjoy their time on it and purchase from your business.” Someone in the audience may immediately think “I am struggling to get traffic to my website. I must talk to this person!” They wouldn’t necessarily understand that SEO is what achieves this for them. Try not to speak in phrases that only someone in your industry would understand.
Original: “I complete property reports and inspections for agencies and landlords”
New: “I protect landlords from potential issues with tenants.”
Original: “I am a Virtual Assistant who looks after administration, diary management and social media.”
New: “I give you more time to spend on the important things in your business, or at home with your family.”
Original: “I am an accountant specialising in audits”
New: “I find ways your business can save money”
2) Why should they choose you?
Identify to your audience the reasons that they should choose you over your competitors. What are your unique selling points? Tell them. Don’t talk in a language they don’t understand but use identifiable words such as “we can…”, “we’re the only ones who…” “we’re unique…”.
“We are the only ones who offer hundreds of high quality photographs of your property.”
“We are unique in our extreme level of detail”
“We specialise in the engineering sector”
“We are unique because we focus on your customer’s journey through your website”
3) Where are you based?
Tell your audience where you are available. Are you local or national? Do you provide services to their area?
“We are based across all of the UK.”
“We provide services across Hampshire and are based in Portsmouth”
“We are just around the corner!”
4) How can they find out more?
Provide your audience with a call to action. What do you want them to do? Can you offer them something to incentivise them if they are interested in your services?
“If you are interested, come and talk to me in the break”.
“We can offer a free report for you to give us a try first-hand”.
“I can help you, and am always available for a first free meeting to start assessing your situation.”
5) Pull it all together
“We protect landlords and remove problems with difficult tenants. We are the only inventory provider who offer hundreds of high quality photographs of your property. We are unique in our high level of detail. We provide services across Southampton and Portsmouth. If you are interested, come and talk to me, we can always complete a free report for you, so you can give us a try first-hand.”