THE ELEVATOR PITCH
In a previous newsletter [November, 2020] we discussed mission statements, vision statements and value statements. The importance of having each one of these statements is to create a clear and concise picture of what is the core essence of your business. With this front of mind awareness, you and your staff know where you clearly stand and how you see the business going forward. The follow up to the mission, vision, and value statements is the Elevator Pitch.
An Elevator Pitch is a statement or two of a clear succinct picture of what you and your business do. It is the ‘point of your business in brief’! The key is to create a statement condensed a into roughly 30 seconds so that when you are asked ‘what does your business [or you] do’, you have it practiced and it rolls off your tongue. You want to create that all important ‘first impression’ and make it a lasting one! It should take the time it would to ride an elevator from one floor to another; that is the succinct part. You want to get across what you do and how qualified you and your business are, how you best provide service, help others, and what makes you stand out from others in your field; that is the clear part.
In many ways, it is now more important than ever to focus on the Elevator Pitch. In this new world of virtual and online meet-ups we have to have a clear and very short introduction of our business. Hopefully the time is soon coming for those loved business lunches, after work drinks and social gatherings, but during Covid and, many believe post Covid, the new online business space is here to stay. We now have the virtual chat rooms, the breakaways in a webinars, online expositions and the sidebar introductions. The convenience and time saving of these virtual venues may well be here to stay.
An elevator pitch is not necessarily to sell yourself or your business but it is to introduce a complete picture of it to someone new; someone who wants to know what you are about, what you do, and how you do it well.
There are several methods to creating the statement… here are a few:
1] The easiest is to answer the usual suspects:
What [is it you provide]
Why [are you best in your field]
Who [is your ideal client, who is your best client]
How [do you help/deliver the best]
When and where [breadth and range of your business]
2] Cover the key words:
What you provide and how you provide it?
What makes you the best, your niche, your expertise?
Who do you service best?
What are the results of dealing with you?
3] A list:
Name,
Company,
Product or service,
Ideal consumer, client, or customer
Uniquely you
Getting the job done best
Putting this into a statement:
“I own XYZ, a supplier of the best abc’s available in the abc market. We follow up with expert service. Our ideal client is an abc user who is willing to pay more to get the highest quality and service in our industry, at fair prices. Our business covers this province only so we can provide that hands on top service.”
Our Associated Senior Executives Elevator Pitch:
‘We are a business advisory board of entrepreneurs, professionals and executives giving our clients the opportunity to tap into the broad business experience of our members. We provide expert and practical business guidance at a nominal fee and our virtual meetings allow us to service both Canada and internationally.’
In the end, the elevator pitch should be etched in your brain, able to be presented as a polished first impression. It is equally important the delivery is presented with warmth and confidence.
Lastly, who is your audience?… Anyone who asks what you do!
Doreen Levitz, ASE