How to Craft a Powerful Elevator Pitch

We’ve spent the better part of a year nestled safely within our four walls, with few opportunities to network or strike up unexpected conversations with strangers at a coffee shop. But now that things have returned to a close semblance of “normal,” it’s time to shake off the dust and make sure you’re ready to put your best foot forward.

Whether you’re attending an industry conference or are reopening the office doors to clients off the street, having a powerful elevator pitch prepared in advance ensures you’re always ready to make a lasting impression. You never know whether the next person you come across might result in your next sale or business opportunity, and you only have a few seconds to introduce yourself in a way that’s impactful and fosters a new connection. Luckily, there’s a simple formula to creating a memorable elevator pitch, and anyone can do it.

What An Elevator Pitch Is And Is Not

Before we dive into the how-tos, let’s clear up one common misconception: An elevator pitch is not a sales pitch. It is not an effort to close a deal or turn someone into a new customer on the spot.

It is, however, a concise and memorable explanation of who you are and what you sell. It’s planting the seed to make a connection so that you can have another conversation at a future time. Remember, your elevator pitch is for when you meet new people. You wouldn’t try to sell someone upon your first introduction; you’d want to pique their interest and establish a relationship so you can turn them into a prospect or referral source. So, your elevator pitch should demonstrate your unique value without being salesy or pushy.

Keep your elevator pitch under 30 seconds: any longer and people will lose interest. 

Crafting The Pitch

Every great elevator pitch is made up of the following elements:

Problem + Solution + Proof 

Let’s break these down into a formula that you can put together.

• State who you help. | I help [this type of customer]... 
• State what problem you solve. | [solve this problem]
• State how you do it. | by  [doing xyz].
• Show the proof. | [In this time frame], I've helped [x] people [do xyz]. 

Here’s how this might come together for someone in real estate:

I work with homebuyers in the Smallville area.  In this market, it's so important to stand out from other buyers, so I make sure my clients are submitting the strongest possible offer.  So far this year, I've helped seven families purchase homes in this neighborhood. 

Once you have these key elements nailed down, you can rearrange the pitch for a more compelling delivery. Leading with a question makes for the perfect hook:

• Problem: You know how hard it is to find a home in this market? There's low inventory and a lot of buyer competition right now.  
• Solution: I use my connections to help clients find the right home quickly and make sure they're submitting the strongest possible offer. 
• Proof: In fact, my last three clients submitted the winning bids on the first home they looked at. 

Feel free to play around with the formula and see what delivery style feels most natural to you. Just be sure to include the three essentials: problem, solution, proof.

The Follow Through

After every pitch, always follow through with a call to action (CTA). This is vital to establishing the relationship. But how you should weave in your CTA depends on how the conversation goes. Most likely, one of two things will happen next:

Scenario 1: 

They say nothing actionable, such as “Oh, that’s nice.” This either means you didn’t pique their interest enough to prompt further dialog, or it may not have been the right timing for them. Either way, you should wrap up with a CTA.

Example: If you know of anyone who's looking to buy or sell in this area, I'd love to help them.  Here's my information. Look me up on Facebook or email me if you ever have real estate questions.  

This is still a good outcome. You explained your value proposition and gave them your contact info, so they can reach out to you whenever they or someone they know might need your services.

Scenario 2: 

They ask a question, and you provide an interesting response that gets them to want to know more. The CTA is built into your response.

• You: In fact, my last three clients submitted the winning bids on the first homes they looked at. 
• Them: Wow, that's great! What's your recipe for submitting a strong offer? 
• You: Good question! I take it on a case-by-case basis.  It depends on the local market and each individual client.  Actually, I have a monthly newsletter that talks about my recent sales activity and shares homebuying strategies and market data.  Would you like me to send it to you? 

Soon enough, they’re texting you their email address and phone number, and you just generated a new lead for your database. Perhaps you don’t have a monthly newsletter, but you do have a handy e-book you can send. Or maybe you just don’t have time to answer their question in detail at that moment, but you’d be happy to set up a time to chat later. Think through a few scenarios and what you will say in response so that you can exchange information and establish a new connection.

Your elevator pitch is an essential tool to keep in your toolbox. Practice it often so you can deliver a quick and memorable introduction to new clients, partners, and anyone you meet.