Mastering the Elevator Pitch

I learned the true value of the elevator pitch when I started my first company in 2002. I used them to build my name recognition, gain industry knowledge, build a support network, market my brand and engage prospective clients.

Having been the initiator and recipient of many elevator pitches, I have found the most effective interactions share three common characteristics: They're brief, they're targeted and they highlight the value I can add or explain "What's in it for you?" to gain the recipient’s attention and interest.

Elevator pitches are essentially micro-interviews, and I always plan them accordingly. Now that I recently started my second company, I use them to spark interest around what my “ask” is in some situations or what I am trying to “sell” in others. My metric is a simple one: If a comment was made or a question was asked on the content of my pitch, it was successful. It generated the engagement I needed and earned me the opportunity to speak a minute or two longer.

I learned, therefore, that brevity, targeting the message and providing value components make all the difference. Here's how you can do it, too:

Brevity

The purpose of the elevator pitch is to generate interest and engagement around what you want to say or are trying to sell. My target time for the pitch was a maximum of 60 seconds. This time limit is critical for several reasons, the most important being respecting the time and comfort level of the person to whom I’m pitching.

The vast majority of these interactions occur during industry meetings, conferences, social events or in the hallways of the companies I am working for or want to do business with. The 60-second rule also forces one to break the message down into the simplest terms. Clarity is king and essential to success.

Targeting The Message

“Begin with the end in mind" is habit No. 2 of Stephen Covey's book The 7 Habits of Highly Effective People. The basis of this habit is the principle that all things are created twice. The first creation comes when we see or envision a desired outcome mentally, and the second creation comes when we physically take the steps needed to achieve the outcome we want.

What is the goal or outcome you envision with your pitch? What are the steps or things you need to do to reach that outcome? If your goal is to get a job with a certain company, what are the key steps and message you need to present to make that happen?  Think who, what, when, where, how and why, and plan accordingly.

Adding Value

It's often said, “If your presence doesn’t add value, then your absence won’t make a difference.” My CEO and sales mentality agree with that statement 100%. The “value add” words in your elevator pitch answer the questions your target audience is listening for. The absence of them probably will not generate engagement, interest or questions. Elevator pitches are like interviews. Be clear, be honest, be concise and proactively answer the questions “Why should I hire you?” or “How can your company help mine?"

As one who is sometimes the “target” of an elevator pitch, here are a few other thoughts that might help:

• I personally enjoy the face-to-face interaction elevator pitches provide, and I slip into interview mode when I’m interested in what you have to say. It gives me a chance to observe your energy, check your knowledge with questions and see how you react to what I have to say.

• Prepare and practice, prepare and practice, prepare and practice. Did I mention that preparation and practice are important? They help eliminate the nerves and fear, which will help you to become more relaxed and confident in your delivery.

• Don’t forget to say your name and, as appropriate, the name of your company. Yes, these are details that sometimes are forgotten.

I hope my thoughts will “add value” to the effectiveness of your elevator pitch. Stay strong, be persistent and keep pitching.