The Elevator Pitch

The purpose of an "elevator" speech is to gain your listener's interest in the time it would take an elevator to reach the listener's floor - usually about 16 seconds - or 2 minutes at most for a chance meeting with a potential customer outside of an elevator. Working from the inside out, focus on answering "How does my listener benefit from what I offer better than anyone else?" Now, answer that question in one sentence that you can state in 30 seconds or less. That is the core message of your elevator speech.

The real "elevator" in this little speech is how you elevate your potential customer's awareness of how your products or services can help them. The most important part of any pitch is the listening that you do before you open your mouth. Target this pitch to a need you know is front-of-mind for your audience. Eavesdrop on people's conversations for a clue. In a meeting or presentation, watch their facial reactions to the speaker's remarks on issues your business can help with.

You rarely deliver this speech out of the blue ... or in an elevator. Either you recognize the person standing next to you and already know who he/she is and how they can benefit from your products or services, or you've heard them talking about some need they have that you can fill.

The "elevator" speech must be compact. You must memorize it and be able to state all of it or the core of it with a confident expression while taking your business card from your pocket and putting it in your listener's hand. That means you rehearse it until you can literally make the speech when woken out of a sound sleep. (Keep a business card under your pillow.)

Fill out the elements of the speech outlined ... and practice, practice, practice!

Elements of the "elevator" speech

1. Introduction:
Hello, I'm [your name] of [business name].

Attention getter*- What your listener has to gain from doing business with you - chose the appropriate opening:
I understand you need ___________________________________.
It sounds like you need __________________________________.
I've been following the [issue] in [listener's company name], and I'd like to help.
OR ... I noticed your reaction to [issue], and I'd like to talk privately with you to get the details. I'm sure we can help.
OR ... I heard your comment about [issue], and I think we can help.
*This customization is what makes your elevator speech sound unrehearsed, and it demonstrates your focus on this potential customer.

2. Your specific service:
We [use the appropriate verb - do, offer, provide, give, build, etc.] exactly what you need -- [product or service].

3. Differentiator from the competition:
We [differentiating quality, service, guarantee].

4. Your motto, slogan, or "tag line":
We [corporate motto - always exceed customer expectations, put the customer first, etc].

5. Close:
Please take my card. Shall we make some time to talk further? [Get listener's card.]

If you're not really in an elevator and have a few moments, ask something that will engage the listener's response and give you clues to his/her problems that you can help solve.

Now all you need is a coach to:
- Help you get started.
- Guide you through the process.
- Give supportive and creative feedback at your rehearsals (live, on the phone, or on tape).

Peruse DiamondWrite.com for more helpful tip sheets.