Hi! Welcome to Part II of this article. Let’s jump right in and discuss a few more pointers for how to put your elevator pitch together.
Now that you know the basics of an elevator pitch and why it’s important to have one ready at all times, let’s look at some ways to make your pitch even more successful and memorable. Here are few examples where having an elevator pitch can come in handy. Not all of the following points will necessarily come into play in every situation, but they can still be useful in prompting further conversation:
- Show them who you are and what you can do
If you’re representing your company, it’s normally best to lead off with a problem that your company solves via its goods or services. If you’re representing yourself, it’s often best to start with some of your key qualifications or experiences. In either case, you want to open with something that might be of potential interest to the listener.
If you’re representing your company, you might say:
“Has your warehouse ever leaked after a big rain? We’ve been keeping companies in this city bone-dry for over 30 years, with a 5-star approval rating on Yelp—the best rating of all waterproofing companies in the city.” (Problem … and solution.)
Or an opening for you as an individual might go a little like this:
“Good morning. I’m a post-doctoral researcher studying the psychology of shopping behavior.” (A short sentence combining your area of expertise with your qualifications.)
- Make them comfortable
Next, it’s important to disarm the listener by making it clear that your intentions are to initiate a friendly conversation, rather than to hard-sell them. You can accomplish this by either stating what you can offer without asking whether they have need for it, or if you’re selling yourself, by simply saying what your desired position or field of work/study would be.
This is normally more easily highlighted with an example, and so continuing with our waterproofing example:
“Many of our customers see immediate improvements in the inside air quality and they now average 50% fewer sick days due to allergy issues.”
And with our shopping researcher example:
“I’m hoping to work with a major on-line shopping site, such as Amazon or eBay, in order to gather consumer buying data for my next book.”
- You’re from Dallas? Me too!
Mention potential mutual links to organizations, locations, and institutions. This allows you to build bonds by having something in common with the listener—you may have studied at the same university, worked for the same organization, or grown up in the same town. This technique also allows your listener to investigate you further, via LinkedIn or an alumni forum, and encourages potential networking opportunities for the two of you, since it enables the listener to consider people they may already know from your common ties.
- How about you?
Remembering that the role of the elevator pitch is to spark further conversation, it’s normally best to end by asking a question of the listener. The easiest is often, “What about you?” or a similar question that prompts the listener to share their story.
You could also end with a more specific question—one that relates to the information you cited in your pitch. Going back to the waterproofing example, you could ask, “Does your company ever have problems with roof leaks?” Personally, I don’t prefer this type of question, because I think you run the risk of pushing your listener into a corner, or of sounding ingratiating or insincere. However, if you’re careful with your tone of voice, you may be able to pull it off successfully—and perhaps even land some new business for your company.
So there you have it. You’ve crafted your pitch, rehearsed it with your friends and family, and you’re now poised for action. Many successful people will tell you to seize every opportunity to sell yourself and your personal brand, and armed with a great pitch, you’ll be ready for whatever comes your way!