Never has the elevator pitch been as important as it is today, in the age of the startup. Investors, potential partners, and even useful contacts need a reason to believe in you. A succinct but convincingly precise filtrate of your mission is the greatest weapon you can wield.
Here are the three essential ingredients of a concise and personal elevator pitch.
Lead With Your USP
If you have chosen someone to pitch to, the odds are that many other people have as well. Whenever there is a throng vying for the attention of the few, you must stand apart from the very beginning of your pitch.
Lead with what makes you different from the competition and tell your audience exactly why it has value for them. For example, a pitch opener along the lines of “Our logistics solution ensures that you are never at the mercy of external supply chain disruptions,” addresses a very real current problem in a way that would pique the interest of any business owner.
Push With a Question
Sometimes, people do not know what they want until they are asked a very direct question. Craft an open-ended query that cannot be extinguished with a simple “yes” or “no” to engage a potential client or investor.
Every industry has unique pain points and it is better to focus on these specific issues; they show that you have an understanding of the field and its challenges beyond the basics.
In the wake of widespread work from home, a friend who runs a training institute has modified her lead to “how do you deal with the remote training hurdle?” when talking to engineering companies. She understands that it is a hands-on field and zeroes in on the current bottlenecked approach before she pitches her firm’s unique training model.
Know Your Answers
More than a few elevator pitches have faltered because the pitcher’s spiel was derailed by an incisive question. The odds are that anyone worthy of your pitch is an intelligent, perceptive individual. They will actively listen to your words, dissecting what the content means for their operations and bottom line.
You already know where the weak points lie in your overall plan and model; pretend that your target is just as intimately acquainted with them. My suggestion is that you play devil’s advocate with your elevator pitch. Anticipate the questions and know the answers. Be optimistic and remain honest.
Practice makes perfect. Know your elevator pitch off by heart. And, yes, if you have more than one, know them all; there is no telling when you may run into the person that is just waiting to give you the break of a lifetime.
Need help coming up with the perfect pitch? I am here to help.
