The Elevator Pitch

June 27, 2008

A post on Cristina Favreau’s The Savvy Entrepreneur blog reminded me of an old event.

You do have a short, to the point “Elevator Pitch” that summarizes your business value proposition in that 30 seconds or less timeframe?

Do all of your staff know it? Or just sales / marketing?

I always make sure I am aware of the marketing / sales information our business uses – including that elevator pitch.

True story:  about a year or so ago at a social event I ran into a tech guy. I marketed our business using our corporate elevator pitch, and was able to expand on it.

Now a year later, this organization is in touch with our sales staff.

Coincidence? maybe – and maybe not.

The takeaway is that every one of your staff is responsible for your success.

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4 Responses to “The Elevator Pitch”

  1. elliotross Says:

    Thank you ! I have been subscribed to your blog for a while 🙂

    It is not to say that a good elevator pitch is “easy” –

    To make it really work you must understand your prospective customer – and the “pain points” that they may have.

    And those points will be different for different roles within your target organization.

    PS: keep up the great writing!


  2. Elliot, thanks for the link love!

    Your suggestion of creating several 30-second intros that you can pull out, depending on your audience is key to being ready to answer the “So what do you/does your company do?” question to any one, at any time.

    I’m convinced the end result of your story was not coincidence. A prospect needs to hear your consistent marketing message on average 9-12 times to influence a buying decision. Your 30-second intro was part of making that message heard! Congrats!

  3. elliotross Says:

    I agree 100% with your post – In fact I keep several “Elevator Pitches” (all similar) in my pocket (figuratively speaking) As a Technology Manager, I keep a more “techie” one for use when I meet another IT Pro, as well as the standard one for for senior executive “decision makers”.

    And as I mentioned – all staff members in the SMB space are unofficial ambassadors and delegates of your business. Don’t leave these value propositions just to the “sales folks” – You never know who your staff will be talking to some day.

  4. Tim Rueb Says:

    Great points, I also posted on this similar topic including the use of elevator pitch. I’m interested in your thoughts.

    http://roihunters.wordpress.com/2008/05/20/fix-problems-dont-sell-services/


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