The Elevator Pitch “The “entryway” to your business”
It’s how you and your colleagues describe your organizational goals and the services you offer.
What is an Elevator Pitch?
An elevator pitch is a concise, carefully planned, well-practiced description of your company that you can comfortably deliver in the time it would take to ride a few floors in an elevator. It should inspire others to seek out more information about your company.
What an Elevator Pitch is not:
It is not a sales pitch. Don’t make the mistake of using the entire pitch to describe the technical specifications of your products or your implementation process. Your prospects seek the solutions which your company offers, not a specific product. Focus on the value you will add to their business.
An effective elevator pitch is:
- Customer-focused “Why should I care?”
- Benefit-driven “What’s in it for me?”
You should develop both verbal and written versions for different uses:
- 30 second verbal: phone pitches, presentations, networking
- 25-50 word version: email solicitation
- Single paragraph version: brochures, website, written presentations, press releases
When to use an Elevator Pitch
An elevator pitch is the most essential piece of your marketing program. You should use it in the following areas:
- Front page of your website
- Brochure copy
- Networking events
- Email information about your company
- Final paragraph of a press release
All employees should be comfortable communicating your elevator pitch as ambassadors for your company. Similarly, your suppliers and outside partners should also be comfortable with your elevator pitch.
Examples of Good Elevator Pitches
Hewlett Packard (HP)
HP is a technology solutions provider to consumers, businesses and institutions globally. The company’s offerings span IT infrastructure, global services, business and home computing, and imaging and printing. For the four fiscal quarters that ended October 2004, HP revenue totaled $79.9 billion.
FedEx provides access to a growing global marketplace through a network of supply chain, transportation, business and related information services.
Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.