The 7 Rules of Elevator Pitch Success

My research only turned up one song about elevators; a children’s song that’s way to annoying to repeat. Similar research on songs played in elevators generated the same results; songs too annoying to repeat. I guess I’ll have to summarize my series on successful elevator pitches without a forty year old pop song. Na, that wouldn’t be any fun, try this: in 1968 the Rolling Stones first released “Sympathy for the Devil” on the Beggars Banquet album. In the opening line of the song, Mick Jagger sings “Let me introduce myself, I’m a man of wealth and taste.” While the song has moral and societal implications that are way beyond the scope of this topic, I think the opening line plays into my theme perfectly. Jagger’s opening and introduction breaks rule #1 and starts him on the wrong foot, at least in networking circles.

Developing a successful elevator pitch isn’t difficult, but it does take a little preparation and practice. Follow these seven rules to show your business or yourself in the best light:

Rule #1: It’s not about you. It never was about you. It’s not going to be about you in the future. You customer’s only care about themselves. Turn your attention to their needs.

Rule #2: Tell them how doing business with you will make their life better. This is what your customers want to hear.

Rule #3: Only you care about features.  It’s like the teacher on the Charlie Brown movies. If you’re talking about features, your customers hear: “Wank wank wank wank.” Salesmen like features, customers like benefits.

Rule #4: Start with a hook. Research suggests you only have about 10 seconds to get their attention. Set the hook early and quickly reel them in with a good story.

Rule #5: Keep it simple.  Complication leads to confusion. Confusion leads to lost customers. Don’t be confusing. Apply the K.I.S.S. principle.

Rule #6: Nobody cares if you’re the president. Seriously, why would you waste most or all of your 10 seconds telling people about your titles and accomplishments? Unless you’re six years old or talking to your mother, drop that act from your routine.

Rule #7: End with a call to action. Customers aren’t as intuitive as you’d like them to be. At the end of your pitch, tell them what you want them to do.

Script out your pitch, picking the perfect words to clearly and succinctly tell your story. Develop interchangeable part for different situations and customers pains. Then practice until your delivery sounds natural and unrehearsed.

If you have a killer elevator pitch, share it with us here. If you’d like help improving your elevator pitch, give us a call.  We’re ready to help.

Check out Chris’ elevator pitch lens on Squidoo.