So you’re a business owner and you don’t have an elevator pitch?

As a business consultant, I'm shocked at how many entrepreneurs I meet who don't have an elevator pitch, or don’t even know what the term means. Of the ones who do, their pitch is often too long, too short, too vague, or too confusing. If you're that person, don't worry! There's HOPE... because A) I didn’t always have one myself, and B) they're pretty easy to create! 

An elevator pitch is a short description of the product or service that you provide in which you can quickly present to a listener in about the span of your average elevator ride. It's important to always have this pitch in your back pocket, figuratively, because you never know when you'll run into someone who either needs what you offer, or knows someone else who does. But you need a GREAT elevator pitch because you may run into someone who needs what you offer, but doesn't realize that they need it.... yet!

So when that random person standing next to you in the grocery store line, at Starbucks, or in an actual elevator asks what is it that you do, here's what you should do:

Start by expressing a major problem that exists for a typical client in your industry, and establish the fact that you solve that problem for a living. Instead of just stating your title, what you do, or what you offer, specifically point out what the results of doing business with you generally look like. 

Your elevator pitch will be most effective when it explains what you do in a way that people actually "get it", and they either want your product/service or begin thinking of others who may need it. Avoid leaving it up to the listener to interpret exactly what you do, how it could benefit them, or if it could benefit them at all. As self-explanatory as you think your title may be (e.g. "Business Coach", "Credit Repair Specialist", or "Financial Planner"), some people just won't know exactly what all that entails. Many of them won't ask you to elaborate, either.

In the past, I made the mistake of only stating my title or what I offer when giving my elevator pitch. But I realized that it's truly a "pitch", and it's ultimately designed to non-aggressively spark interest in my service, rather than just inform someone of the service. I began painting a clearer picture and expressing my value proposition, and that helped me land a number of new clients. With the change, I noticed that listeners hear key words in my pitch that relate to them. I know that I've grabbed their attention when they articulate those key words back to me as they describe the problems that they're facing in their business. 

To take a deep dive into this or other business-related topics, contact me here.