An elevator pitch (or elevator speech or statement) is a short summary used to quickly and simply to

find a product, service, or organization. The name “elevator pitch” reflects the idea that it should be
possible to deliver the summary in the same time span of an elevator ride, or approximately 30 seconds
to two minutes. Personal uses include job interviewing, dating, and summarizing professional services.
Wikipedia

The Perfect (Elevator) Pitch

It’s a skill every businessperson needs. How to create it, rehearse it, and tailor it for a specific
audience.

By Aileen Pincus

One of the most important things a businessperson can do – especially an owner or someone who is
involved in sales – is learn how to speak about their business to others. Being able to sum up unique
aspects of your service or product in a way that excites others should be a fundamental skill. Yet many
executives pay little attention to the continuing development of “the elevator pitch” – the quick,
succinct summation of what your company makes or does.

That’s too bad, because the elevator pitch – so named because it should last no longer than the average
elevator ride – is far too important to take casually. It’s one of the most effective methods available to
reach new buyers and clients with a winning message. True, you may not actually be doing the pitching
in an elevator, but even if your meeting is a planned, sit down event, you should still be prepared to
catch your audience’s attention quickly.

Keep it fresh

Every business grows and changes, and your pitch needs to grow and change with it. You can have the
most creative logo, the slickest slogan, the most dazzling brochures, and the most cutting edge website,
but if your elevator pitch is out of date, you’re missing one of your most important opportunities to
“brand.“

You know your business better than anyone. How are you keeping abreast of the latest ideas? What
continues to set you apart from your competition? How can you speak about your record of quality
goods and services and make it relevant to your future plans?

For instance, what has worked in years past with print and broadcast audiences could bore an online
audience to tears. You wouldn’t think of not updating your other sales and marketing materials, so why
would you let your elevator pitch gross stale

An elevator pitch is a short verbal introduction that explains what your business does and how it
benefits your customer. This pitch is crafted and delivered to pique curiosity in the customer’s mind.

History
 The term “elevator pitch“ stems from the idea of what you would say to the most important
potential customer in the world if you are riding up in an elevator and the customer asked,
“what do you do?“ An elevator pitch is not delivered only in an elevator, however; it can be used
anywhere and anytime you interact with a new potential customer.
Features
 A great elevator pitch includes brevity, clarity and at least one benefit statement that is
important to the customer.
 An elevator pitch would include reference to who you are, what your business or project is, and
how it will benefit the person listening. To create a successful elevator pitch, write down a brief
outline introducing yourself and your business. Focusing on specific features that make your
business unique, create a statement that will impress others and make you stand out. Include
any attributes that make your goods or services special rather than making generalized
statements. For example, “I am a web designer“ is far less impressive than “I design cutting edge
and modern websites.“ An elevator pitch should be about 30 seconds in length when spoken.
Imagining that you are on an elevator ride with a potential investor who asked “What do you
do?“ will help in the preparation of creating an elevator pitch. Include only the most impressive
and clear information.

Considerations
 Review a written draft of your elevator pitch several times to ensure it integrates the strongest
customer benefit to create a positive response. Practice your elevator pitch allowed before you
delivered to a potential customer. Revamp your elevator pitch constantly.

Fun Fact
 The elevator pitch originated during a time when taking the elevator in a large office building
was very common. The ideal length of an elevator pitch – about 30 seconds – was based on the
time it took the average elevator to rise 30 floors.
 An elevator pitch is commonly used by entrepreneurs who are seeking investments from angle
investors or venture capitalists. Potential investors will often judge a person’s elevator pitch and
determine if she is worthy of more attention or not. For many entrepreneurs, a well-rehearsed
elevator pitch can play a significant role in the success or failure of their business or project.
According to Wikipedia, elevator pitches are also commonly used by policymakers, sales people,
evangelist, and even speed daters.

Expert Insight
 If your line of work deals with different industries, create several individual elevator pitches,
each tailored with relevant benefits to that particular industry.

Creating a memorable elevator pitch can allow you to create a lasting impression with potential business
investors or potential clients. An elevator pitch is typically a first glance at who you are and what your
business or project is. The more impressive and well delivered, the more successful an elevator pitch can
be.

Prevention/Solution
 Many people tend to feel unprepared and thrown off guard when asked “what do you do?“
Rather than stuttering, be ready to reply with a well-thought-out impressive elevator pitch.
Once you have written out your elevator pitch and edited it to include only the most impressive
details, practice the delivery. Steve Strausse, one of the country’s leading small business
experts, points out that although practicing your elevator pitch may seem awkward at first, the
more you say it, the more natural it will feel. Once you’re comfortable with reciting your
elevator pitch, it will become more believable to those you speak with. Strausse points out, “You
 never know what will come from having a great, natural elevator pitch, but you can bet that
you’ve just increased your chances that it will be effective.“

I’ve been on both sides of the interview desk. As expected, most interview start with the interviewee
talking about themselves. If unplanned and unrehearsed, this can be disastrous. I’ve seen people
meltdown after asking them a single question. A personal elevator pitch will keep you on track to deliver
a short, pointed message.

The length and content of your elevator pitch will vary depending on the position and industry. Typically,
I’d shoot for less than two minutes when talking at a comfortable pace (which might be difficult if you’re
nervous). Take a momentary pause is to allow for questions.

Keep a consistent message (customer retention or satisfaction, industry compliance, revenue savings,
etc.) Throughout your elevator pitch.

Use your resume as the basis to create your personal elevator pitch.

Instructions

 Who you are and what you do.

If you use any personal information in your elevator pitch, make it a minimal amount. As fun as
your backpack trip across Europe was, most people just don’t care. I don’t normally put personal
information into my pitch at all. Use the professional discussion to build a rapport then share
personal information afterwards. There are no hard rules here. Go with the flow.

Talk about your experience and accomplishments and what they bring to the table for your
perspective employer.

Explain why you and your perspective employer will be successful together.

To get you started, here’s a sample pitch (I used a theme of customer satisfaction);

Elevator Pitch Begin (assumes you have dispensed of the introductions and small talk).

I’m a software developer for XYZ Co. XYZ specializes in application development for cloud
computing solutions. I developed the SaaS usage and charge back portals currently in use at XYZ.
By being able to accurately track and bill usage, our account receivables increased 18%. The ROI
of the portal project was 82%. Working with our customers, I also developed an external portal
that allows them to view/change their services or view their billing status in real time. I created
and conducted customer classes on using the portal as well as SaaS technologies. This increase
customer at on services by 32%. In independent customer surveys, I scored above average in
team and individual readings. I am well versed in Hadoop, Java and MySQL. I was also a
presenter at Hadoop World09.

I’m specifically interested in the Hadoop developer position at 123 Co. My strong SaaS
development skills in concert with my customer skills are an excellent fit for 123 Co. I’m
 confident we can continue to grow the customer portfolio while maintaining the highest level of
customer satisfaction. I look forward to being part of the 123 Co. team.

Practice, refine. Practice, refined. Practice, practice.

Tips & Warnings