How to Develop the Perfect Elevator Pitch
By Gaye Swan
We’ve all been there, at a networking event, professional gathering, or just a party. “What do you do?” someone inevitably asks. How well you answer depends on how well you are prepared! A professional should have a concise and persuasive summary of who you are, what you do, and what makes you unique or valuable locked and loaded. Better known as an elevator pitch, the encounter should allow you to present key points during a short period of time – you know, the length of an elevator ride (typically around 30 seconds to two minutes).
A good elevator pitch will lead to further questions and an exchange of contact information. Your goal here is not to clinch a sale. You want to capture your listener’s attention and generate interest. I recommend writing out a general description of what you do or give a broad idea of your idea, product, or project. Allow for some flexibility – you will want to tailor your message to the specific question. “What do you do?” will elicit a different response than “Tell me about the initiative you are proposing.” Both need to be clear, concise, and showcase your value, but the details will be different.
To get you started, here is a basic framework for an elevator pitch:
Start with a hook, a compelling statement that grabs attention and piques interest.
Or, introduce yourself. Share your name and profession. Do you have a mutual connection or a common professional affiliation? Throw that in. How you start will depend on if you’ve already met your questioner. If you start with an intro, follow up with the hook.
Highlight the expertise, core skills, and industry experiences that make you stand out.
Mention notable achievements or projects that demonstrate your abilities and impact.
Differentiate yourself. This is key! Emphasize what sets you apart from others in your field, including unique perspectives, innovative approaches, or specific strengths.
Clearly communicate the value you bring, such as delivering results or solving problems.
While you are not trying to close the sale, do end with a call to action. Invite further conversation, express an interest in connecting, or suggest a next step. This could be as simple as asking for a business card or setting up a lunch.
As the old saying goes, you never get a second chance to make a first impression. Be prepared by writing out what you want to say. Edit and refine it. Write out a few details you’d like to include if you get follow up questions. Write out several ideas to allow for different situations. Then practice it! You want to sound natural and easy; the elevator is not a place to fumble for words. Your goal is to leave a positive impression, making your listener curious to learn more about you and what you have to offer. Then ride your pitch to success!
