FE101 CHAPTER 7: ELEVATOR PITCH

Introduction
 In virtual networking events, focus on making a
What is an Elevator Pitch?
strong first impression, as it can be more
An elevator pitch is a brief (think 30
challenging than in-person meetings.
seconds!) way of introducing yourself, getting
across a key point or two, and making a connection
2. Present the problem
with someone.
All solutions start with a problem. Whatever
Elevator pitches are handy to have in mind
you or your business is trying to solve, it’s
any time you’re at an event where you might meet
important to get the point across early on in your
prospective job or networking connections.
elevator pitch to set the theme for the rest of your
speech. An example problem: coordinating work
Steps in doing an Elevator Pitch
between teams is chaotic.
1. Introduce yourself
If possible, relate the problem back to your
All good pitches start with a short
audience by using real-world examples. This will
introduction. It could be as simple as stating your
help make the problem more relevant and,
name and who you work for if those details apply.
hopefully, grab your audience’s attention. If your
But the more personal you can make it, the more
problem isn’t easy to explain, try using more than
natural your elevator pitch will seem. Nonverbal
one example or a visual to really paint a picture for
communication skills like body language and eye
your audience.
contact are also an important part of a solid
introduction. Here are a few tips to keep in mind
3. Offer the solution
when introducing yourself to a new prospect.
If the problem is what draws the audience in,
then the solution is what hooks them. This is your
 Greet your audience in a compelling way that's
time to show them why they need your help. Here’s
appropriate for the occasion.
an example solution: Asana gives teams a system
 Use a formal greeting for a business pitch or
to organize and manage work so they know what to
when meeting with hiring managers.
do, why it matters, and how to get it done.
 Opt for a more casual greeting for a fun event
The solution is arguably the most important
or informal networking opportunity.
part of an elevator pitch, so spend time perfecting
 For virtual business meetings and professional
it. If you’re pitching for a business, it’s likely the
networking events, get creative with your
quick solution pitch has already been created. But
introductions over video chat.
again, it’s always better to personalize your pitch.
So don’t be afraid to tweak it to fit your audience. If
pitching for yourself, talk about the unique skills There is no right or wrong way to engage
you’ve developed and why they would be beneficial your audience. While ending with a question can
to your prospect. create a dialogue between you and your audience,
a genuine compliment can go a long way. Think
4. Explain your value proposition about what made you want to pitch them in the first
Now that you’ve piqued your audience’s place and use that to end the conversation. Don't
attention, it’s time to seal the deal by explaining forget to include a clear call to action, whether it's
why your solution is better than anyone else's. An scheduling a follow-up meeting, exchanging
example value proposition is: Asana is the only business cards, or connecting on LinkedIn. Lastly,
platform that connects goals with the work needed don’t forget to swap contact information, such as a
to achieve them. business card, if you don’t already have it.
The value proposition differs from the
solution by focusing on why your audience should The Three Essential Components in a Pitch
use your solution over a competitor’s. If you don’t In real life, with a different set of distractions,
have that answer just yet, perform a competitive it's essential to know how to deliver a convincing
analysis to compare your offerings or look to your elevator pitch. Whether you are pitching a product,
executive summary. a service or yourself, here are the three essential
 If you're pitching during a job search or to build components in a pitch:
your network, your value proposition should
highlight your unique skills, career path, and 1. Stimulate interest.
how they align with the company's or 2. Transition that interest.
individual's goals. 3. Share a vision.
 If your market is extremely niche and you don’t
have a clear differentiator or significant Some Examples of Elevator Pitch
competition, look to communication and Example 1: Networking Event
interface capabilities. Consider why your idea A networking event is probably the most
or solution is original enough that someone common scenario you’ll run into. And with the new
would want to use it. virtual-first culture, it may be even more
challenging to make meaningful connections over
5. Engage the audience video chat. That’s why it’s so important to prepare
While most of the hard work is done, it’s an elevator pitch that’s compelling no matter where
important to engage your audience with a you’re pitching it from. While most salespeople
compliment or question before you part ways. pitch casually in this environment, you may get the
Always err on the side of being genuine rather than opportunity to meet an important executive. In
delivering a scripted goodbye. which case, you’ll want to be prepared with a
versatile pitch template.
 Great to meet you, I’m Kelly with Apollo Example 3: Social Introduction
Enterprises. We’ve been able to improve Now, more than ever, professionals are
productivity and collaboration for teams all over choosing to meet virtually rather than face-to-face.
the world. If you ever need help with project Whether you’re chatting over LinkedIn or have a
management, just reach out. I think we could virtual meeting set up, it’s important to make your
make a huge impact on your company. I’ll pitch personal and use clear visuals to help sell
make sure to keep your contact information your point. Here’s a great example of a social
handy as well. media pitch.
 Thanks for connecting! I noticed that your
Example 2: Sales Pitch competitors are outperforming you when it
Professionals often pitch traditional sales comes to year-over-year growth. I took the
jargon, but the real key is creating a human liberty of doing a competitive analysis and
connection while lightly sprinkling in what you’re didn’t find any outlying problems. I’m wondering
selling. Start with a personal story or light-hearted if it could be an issue with productivity. How
introduction instead of the typical sales has the transition to remote work been? If
presentation. You can also prepare by creating you’re interested, I could run you through some
sales team goal templates to ensure your team is productivity figures if you were to add project
on the same page. management tools to your current processes.
 Our team really struggled to transition to a
remote workforce. Communication wasn’t 4 tips to perfect your elevator pitch
organized and people struggled to find the In addition to creating the perfect elevator
correct information to complete projects. But, pitch, you should also work on sprucing up your
thankfully, we found a solution to our problem. delivery. There’s nothing worse than sitting through
Implementing project management tools not a boring speech, so make sure yours is anything
only improved productivity but also improved but. From posture to tone, there’s a lot you can
overall teamwork. Every company prefers practice to make sure you look professional and
different tools, but I can say without a doubt knowledgeable. Consider these four tips when
that our software was the best at connecting trying to nail a successful elevator pitch.
goals with the work needed to achieve them. 1. Stick to your outline
To prevent getting off-topic, it’s important to stick to
your outline at least to some extent. While you
don’t need to recite it word for word, it’s best to
memorize the majority of your pitch. That way you
won’t need to worry about checking your notes.
2. Speak slowly and clearly
Many professionals tend to talk quickly when
they’re nervous—hey, we’re only human. But it’s
important to enunciate and speak slowly so the
audience can understand you. This is especially
important when presenting over video chat. But try
not to slow yourself down too much or you’ll go
over your allotted time.
3. Record your pitch
Record yourself reciting the pitch to work on any
areas that need improvement. Practice your pitch a
handful of times by playing the recording back and
working out any pain points. A couple of key areas
to focus on are speed and tone. It’s better to sound
overly energized rather than monotone.
4. Practice, practice, practice!
There’s nothing more effective than practicing your
pitch until you’re able to recite it in your sleep. If
possible, practice in front of friends and family to
get constructive feedback on how you can make
your pitch even better. Even if you have years of
experience, you can never go wrong with being
overly prepared.