Punch Up Your Elevator Pitch!

The “elevator pitch” is an essential professional tool—a tool that should be kept razor sharp and as ready to deploy as a handshake and a smile—and yet, most professionals are woefully bad at introducing themselves.

Have you ever attended a networking meeting where participants were asked to offer round-the-room introductions? As each guest steps up to speak, time slows down. The seconds ooze by like honey over a glacier as each attendee rambles on about what they do, how long they’ve been doing it, who they’ve done it for and … sorry …?where was I?

How will you share a compelling value story before your elevator pitch winds up in the basement? You’ve got 30 seconds at best …?and that’s only if your opening lines attract enough attention to keep your audience listening for more than five.

Here’s one way to ride your elevator pitch to the penthouse:

Stories are always about people so begin with “you”—not?you?you—them?you. And … every story is catalyzed by conflict. Reference the problem you solve and remember to pause after you ask a question so your listener has time to think about its relevance to them.

• Do?you?struggle with _____?
• Did?you?ever wish you could _____?
• Do?you?want to _____?
• Is _____ costing?you?(time/stress/money)?

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If you work with a particular type of client, bundle your specialization information with the above.

• Are you a small business owner who struggles with _____?
• Did you ever wish you could _____ in your dental practice?
• Do you want to find more (coaching / editing / executive) clients?
• Are you a manufacturer who’s losing (time/stress/money) to _____?

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Next, agitate the problem:

• What will your business look like a year from now if you don’t do something about it?
• Are you going to keep allowing competitors to walk away with your best clients?
• How long will you stay in business if no one can find you?
• Wouldn’t you rather spend all those overtime hours with your loved ones?

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Note:?Agitate the problem,?not the person who has the problem.?Though it can bring you clients, trading on other peoples’ insecurities is a deplorable way to do business. Positioning yourself as someone’s last desperate hope or solution is a narcissistic power play. Watch out for toxic, quasi-motivational approaches in the messages you hear and avoid any that sound like:

• If you’re not willing to invest in yourself, you’re just not serious about success. Failure is free. You can have as much as you want.
• Only 5% of the people who try succeed in this business. Do you have the discipline to beat those odds? If not, there’s the door.
• If you’re not ready now, that’s okay. Just keep doing it the wrong way and come back when you’re tired and hungry enough to make some changes.

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Next offer?transformation. Don’t burden your elevator pitch with the name of your program or formula or method. You can explain?how?you work after you’ve successfully inspired a conversation. Use an?imperative verb?to start a call to action that references a meaningful outcome.

• Master the secrets to _____.
• Discover the strategies used by successful _____.
• Explore the techniques used by the world’s most successful _____.
• Put _____ problems in the past.

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Here’s where you share your name and a catchy title.?If you state your name at the beginning of your introduction, people will forget it?instantly.?Nobody cares who’s talking until they care about what’s being said. Inspire interest in solving a problem first; then introduce yourself as a solution.

• I’m (name), your ________________ (expert, guru, whistler, etc.).
• I’m (name) and I help (type of client) with (type of transformation)

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Close with a reason to contact you and a call to action:

• If you want to (grow your business, find more clients, keep employees engaged), let’s talk.
• If you’re tired of (losing time / stress / money), connect with me at website.com.
• If you’re ready to start (making money, growing your influence, finding better clients), let’s meet.

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What Makes You Different??If you’re a realtor or a financial manager or a dentist or a plumber, what you do is mostly the same thing your competitors do. Differentiate yourself by being likable, empathetic, and fun. Punch up your elevator pitch and make it memorable by adding an element of clever rhyme or alliteration.

Think carefully about what your real offering is. Every dentist cleans and fixes teeth and most are highly-trained to do that job well. But?why?is oral health important? Because you want to inspire other people with your smile. You want to be kissable. You want to avoid pain and bad breath. The dentist’s real products are confidence and health and status. Crowns and fillings and implants are means to those ends. And this is where the opportunity lies. Most dentists will tell you they offer cleanings and X-rays, etc. Distinguish yourself by being that dentist who offers a “fresh and confident smile that leads to success.”

The following elevator pitch examples don’t adhere strictly to the recipe above but the essential elements are there. If time is short use the final lines (underlined) to create a super-quick intro that will usually come in at under ten seconds.

• Are you an entrepreneur who struggles to maintain a steady flow of qualified customers? What’s the point of building anything without a success plan??Discover the strategies that turn small businesses into?big?businesses. I’m Sharon, your business growth consultant. Call me when you’re ready to make a profit. ?

• Are you losing opportunities to boring sales pitches and wasting time at boring meetings? Master the secrets of top professional speakers and champion sales leaders.?Engage your colleagues and prospects and motivate people to say “Yes!” I’m Tom from Mic Masters. Ask me about presentation skills programs that mean business.

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• Are your spreadsheets thousands of rows of pure confusion? How much time, stress, and money would you save with a simple and intuitive way to manage income and expenses??I’m Martha and I turn Excel into?excellent?results. If you’re ready to take control of your numbers, ask me about a free consultation today.

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• For years, you’ve tried to write that book, but you run into dead ends, lose focus, or just transform the jumble of ideas in your head into a jumble of ideas on your screen. Stop staring at the keyboard and get the support every serious author depends on.?I’m Michael the book Sherpa and I help visionary people organize, write, and publish visionary books. Call me when you’re ready to turn pages into wages.

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• What should you post on YouTube, FaceBook, Instagram, TikTok, and LinkedIn and how often? What about blog posts and podcasts and…? How can you build meaningful business connections when you have to manage all that media??I’m Lindsay, the?postess?with the mostest. Send me a private message or just call me when you’re ready to put social media to work for you instead of the other way around.

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• When it’s your turn to speak up do you know what to say and how to say it? Do your words engage … or do your words enrage? Will you inspire your colleagues and clients to pay attention …?or blow a lot of boring facts and data around like most people do??Turn that mess into a message! I’m Dave Bricker, business storytelling expert. If you want to say it, share it, or sell it, bring me your story; I’ll help you tell it.

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Sooner or later—probably sooner—you’ll be asked to introduce yourself in less than 30 seconds. Polish your elevator pitch and ride to the top!

Dave Bricker is an award-winning speaker, author, and business storytelling expert. Discover engaging business communications programs for your event and your team at?https://storysailing.com