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March 21, 2016

How to Master the Elusive Elevator Pitch

It doesn’t have to be a real elevator where the scenario happens, it could be anywhere. Researchers have widely debated the human attention span, but some say it could be as little as eight seconds. Not very long, right? Use these tips to make sure you’ve mastered how your company will be portrayed.

Sell Your Story, Not Your Business
Let’s be honest—elevator pitches get a bad rap. Many of us don’t like to come off as “salesy.” But if you truly care about your business and its success, you should be ready to talk about it at any given moment.

In lieu of sounding salesy, focus on what really matters about your business. Ask yourself questions to help develop the kind of story you’d like to tell. Why do you love your business? What would get other people excited about your business? What is the most important thing for people to know?

Shape your story around the answers to those questions. When you light up talking about your passions, other people take notice. They’ll want to be a part. So, what will your story be?

Cut the Jargon
Never assume that people know what you’re talking about. You may be trying to sound smart, but really you’ll only confuse somebody who isn’t in your industry. That’s why you should explain the pitch in terms that anybody could understand.

Start by practicing your pitch on somebody who has no idea what you do. Get their feedback. Listen to their feedback. Having somebody to bounce ideas off of makes a world of difference.

Provide Next Steps
Remember that a short-form pitch is just enough to intrigue your prospect. Now that you have their attention, remind them of where they need to go next.

You can do this by using a shortened URL that leads to your website with something that’s easy for them to remember. Better yet, make sure you have business cards or some sort of information handy that is tangible. With so much information swirling around in our day-to-day lives, it’s hard for somebody to remember something off the top of their head. Make it easy, and they’ll be coming back to learn more about how amazing your business is.

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  • KEITH EINSTEIN, EINSTEIN PRINTING
    KEITH EINSTEIN, EINSTEIN PRINTING

    In less than one year I gained numerous accounts due to the capabilities of my website. Four, specifically, elected to use us as their primary print supplier based on one factor—the online ordering utilities offered through our website. These four accounts average $100,000 in annual revenue.