The Elevator Pitch: Short, Yet Powerful

by Ray L Perry

The elevator pitch is an essential part of B2B marketing in the modern business world.

With the 30-60 seconds it takes to ride an elevator from one story of a building to another, you can deliver what has been called an elevator pitch. This short sales pitch should be just what your potential clients need to hear to become interested in your company. Many small businesses, however, have not prepared this sales technique.

If you were getting ready to launch a brand new business, or even a new product or service within a business, you would undoubtedly spend a considerable amount of time, effort and money to prepare for the unveiling. You would know all about its features and how it works. But are you ready to stand up in front of a group of potential clients and give a compelling one-minute pitch about your company and what sets your products and services apart?

An elevator pitch will only be truly effective if it has been prepared well. Taking time to ensure that you are able to explain why your business is better than the competition is essential. The following list of ideas will help you develop a great elevator pitch.

1. Step back. While you are intimately familiar with every feature of your product and all the advantages of your company, you won’t have time to cover all of this within the span of a minute. You must hit a home run on the first pitch. Step back from the technicalities and clearly identify the solution you provide.

2. Make reductions. You want your elevator pitch to be to the point, not wordy. To do this, cut out marketing phrases that have become cliche in favor of describing how your clients have solved their business problems with your company’s help. This process is important and takes some time to complete.

3. Call to action. What do you want your listener to do? Conclude with a request for a business card, interview or permission to call your prospect.

4. Practice. This is what will really make your elevator pitch effective. Reciting your pitch out loud will help you sound more natural.

Learn more about the elevator pitch and other marketing techniques. Stop by Ray Perry’s site where you can find out all about marketing essentials and what MarketBlazer can do for you.