An elevator speech (also known as an elevator pitch) is a succinct yet powerful message used to explain what you do (what product or service you provide) and why a prospect should drop what they are doing and purchase what you’re selling right now.
At least that is what an elevator speech is supposed to achieve. I’ve heard some great ones and I’ve heard some not so great ones. Oh, and the ideal elevator speech takes between ten and twenty seconds to communicate. As the name suggests, the pitch should take no longer than an average elevator ride.
Just because the elevator speech is meant to be said in a very short amount of time, doesn’t mean that it takes a very short amount of time to come up with a great one. The great ones – and by that I mean the ones that communicate an idea and hook a prospect, take a lot of time to write.
Here are some pointers on putting together a great elevator speech:
- Keep it short – again, 10 – 20 seconds, the last thing you want is to bore someone
- Say it in English – stay away from lingo and jargon
- Punch it – be enthusiast, energetic but not pushy or scary
- Hook it – don’t forget that the point is to get to the next step with a prospect, make sure you end with a strong call to action
There are four components to a great elevator speech:
- Intro – a framework of your offering
- Content – exactly what the offer is, including specifics on how it can help the prospect’s business
- Question – to see if the prospect is interested or has a need
- Call to Action – asking for a meeting
Anyone with a product or service to sell or promote needs an elevator pitch. It is an invaluable tool for getting your foot in the door with a prospect, especially if they don’t know you or what you do. If you network, on line or in person, an elevator speech is the best way to get the ball rolling with people you meet.
Elevator speeches, when done right, can convince a prospect who doesn’t think he needs or wants what you’ve got to give you a chance to show him that he may be wrong about that!
If you need help writing an elevator speech or revising one, contact me and let’s talk about it!
