In English, you may often encounter the term “elevator pitch” in the context of sales techniques. Sometimes it may be referred to as an “elevator speech”. This terms refers to a very short sales presentation, consisting of just several powerful sentences in which you describe what it is you do and what you are good at, thus engaging the curiosity of the person you are talking to. This presentation should be so concise and effective that you should even be able to attract the attention of a person that you share an elevator ride with. This is where “elevator pitch” comes from. Every successful salesperson should have something like this ready. Today, we will show you what your elevator speech should include so that it works effectively.
Your speech must be brief and powerful
As The Muse states, for the pitch to work, brevity is an entirely obvious necessity. Don't make the introduction more than just one sentence long, or two sentences in the most extreme case. Use economical words and cut out anything that is not absolutely essential.
Personalize your elevator speech so that it provides the solution to the questions and problems that the person you are talking to has
Your short introductory pitch should address the emotional perception of the prospect, this is why it must concern their actual needs. Your elevator pitch should be directly connected to the things that the person cares about, is engaged in or worries about. This is why you should have several versions of your speech ready and use it according to the given situation.
Induce a sense of urgency
Your elevator speech must engage the prospect's curiosity and must make him feel a sense of urgency. This is why you need to mention time- or capacity-related limitations at the very beginning of your pitch and call the prospect to action. Your message should not just be about what you do and what you are offering, but it must include a clearly expressed appeal to the prospect, for instance in the form of a challenging question.
-mm-