5 steps to perfecting your elevator pitch

  • by Carole Jordan
  • 23 Feb, 2015
Business man perfecting his elevator pitch
I have to admit to being useless at this! But, BusinessHeads are going to be arranging some new networking events throughout the year, so thought I should get a grip on it and share it with you as I know so many of you use networking and pitching in your marketing.
You might be wondering what an elevator pitch is? In short, it means how you answer the question “what do you do for a living?”  You’ll appreciate that for us as accountants this can be a conversation killer, and for you too this will be far more beneficial than merely stating your job title.

Here's our top tips for perfecting your elevator pitch:

Time
 Your pitch should be no longer than an elevator ride. 20-30 seconds max to describe what services and benefits your business provides. You’re trying to open up a conversation, not conduct a sales pitch.

USP


You want to communicate what sets you apart from your competitors. This should always refer to facts rather than personal opinions.

“After Stories”


Talk about how satisfied previous clients have been with your work, highlighting how your services helped them. Remember to focus on the impact you had on their business, rather than the particular service you sold.
Example:  “I help my clients pay less tax. I recently helped a client reduce their tax bill by £X. I did this by…”

Finish with an open ended question


Enquiring about their business engages your prospective client, and helps to steer the conversation into how you could improve their business.
Example:   “How does your company currently handle its accounts?”

Practice, practice, practice!

You want to be well prepared, you never know where a potential client might be hiding! Appearing professional and confident is important, you don’t want to be stumbling on your words trying to remember what it is you prepared. And, it is absolutely essential that this becomes part of you so that your pitch comes across as natural, rather than forced.

Here's an example of a complete elevator pitch:

“My company develops mobile applications that businesses use to train their staff remotely. This means that senior managers can spend time on other important tasks. Unlike other similar companies, we visit each organization to find out exactly what people need. This means that, on average, 95 percent of our clients are happy with the first version of their app. So, how does your organization handle the training of new people?” MindTools.com


Remember, this is just a starter when it comes to building rapport with potential customers and contacts. But it is essential if you want to make the most of your time with those individuals.

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