How to Create, Target and Deliver a Simple Elevator Pitch

"So what does your business do, exactly?" Here's how to create an elevator pitch that positions your business and sparks interest.

Most importantly, ensure that your offer matches the situation.

For example, you can’t expect someone to pay a $5,000 – $10,000 coaching fee for a 3-minute conversation. That amount of time won’t build value in the minds of your customers. Instead, start with something that requires less commitment. Get people into your sales funnel to nurture and build value towards the end sales goal.

Targeting Elevator Pitches

Your company may have a primary target audience. But I’m also willing to bet you may have a secondary target audience or possibly several other types of customers that come through your doors. Your core message should be amended to speak directly to each of these sub-groups.

An easy example is a company that sells coaching services to small business owners. As you well know small business owners come in different shapes and sizes with differing levels of abilities – from beginner to those further along in the game.

If you sell to SMBs, messages targeted to small business owners just getting started will differ from communications to those that have been running a business for a length of time. Whilst both groups represent small business owners, the people in these groups have a completely different set of issues. Your pitch should speak to each group, respectively.

What are the buyer persona’s in your business? If you don’t know who you’re talking to, how can your message be effective?

Nail your Delivery

Practice, practice, practice. If you don’t believe what you have to say — no one else will.

Say your pitch out loud, every single day until it sticks like glue. Once you’re done, practice it with someone who knows nothing about your business. After delivering your pitch, ask them if they understand what your business does and the value of your product or service.

Finish by asking whether they’d act on your ‘Ask.’ If they don’t fall into your target buyer persona, ask them whether you built the value sufficiently for your ask.

Try your elevator pitch out on a few people, get feedback, refine and practice it a million more times in front of the mirror. Soon it will become easier to speak confidently, concisely, and passionately about your brand.

Need more help? Checkout Harvard Business School’s HBS Elevator Pitch Builder.

Connect with Elizabeth on Twitter.

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Photo: est by eS.


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