A guide to… the “Elevator Pitch”

Keep Calm and Carry a Prop

Ralph Maloney is the joint owner of jm interiors and founder of Business networking cambs. during his career he has attended many networking events and now helps to organize them. here he shares his personal experiences of crafting the perfect pitch and making that all-important first impression count.

Networking events are without doubt a daunting experience for some first timers. Not only are they in a room full of strangers, but they are aware that during the meeting the elevator pitch (having to address the assembled business folk) will arrive. For some it is easier than others and for a few, simply terrifying. I have watched so many people who are confident on the outside cringe when it comes to their turn. I describe it as a naked experience!

The reason I say that is from my own feelings on many occasions. Having been a professional DJ years ago, I was OK with the confidence required – I had the equipment in front of me, a microphone to hold and an audience who weren’t listening to every word. Yet to stand up and deliver a 30 second advert for my business with nothing to hold or rely on used to make me feel very uneasy. Do you hold your hands together? Lean forward on to the table? Put your hands behind your back? All these questions for all of 30 seconds!

To be fair there are no rules of the game. What I can say though, is that the more direct and clear you can be about your profession the better. Thirty seconds is actually no time at all to explain what any professional person does. If you think about all aspects of your professional service or product it would take somewhat longer to provide all the information. The way in which you can use those seconds makes all the difference to somebody understanding your trade or not.

For instance, Jim at the back of the room stands up and says: “Hello everyone. My name is Jim Smith and I have been a builder for 20 years based in Huntingdon. I am looking for connections to help me get more customers.” This statement is OK… He’s delivered the essential points, but within the time frame he could perhaps have briefly mentioned any specialisms he has developed after 20 years, or what type of builder he wants to be recommended as. With JM Interiors, which my wife and I own, it is extremely difficult to cover all we do in the elevator pitch. It took us a while to make sure we included the following words: “Made to measure curtains and blinds for the domestic and commercial market place” and “Home selection service from our range of fabrics plus fitting service available”. This includes nine pointers as to what we offer in just a few words. It took us a while to realise that we needed those details to be very clear. You can do the same.

When you hear about SEO for websites and the Google Spider that scans home pages for words relevant to that business you can find help there. Those same words and phrases are termed “Bullet Points” in marketing speak. Simple and effective. If you can work hard on those they will not only give you a concise pitch, but be helpful in all your advertising material.

There is one other tip for helping to overcome those nerves. Hold something relevant to what you do. It can be a product that you sell, something that you make or an advertising sheet that you have had printed. It takes the eyes off of you and on to the item, plus you can use it in the content. Never be afraid to write down what you want to say. Stumbling over words through memory loss never looks good and neither does it help your confidence for the next time.

The one guarantee I can give you is that it does get easier the more you do it! Plus you will find if you work it correctly that the words will spring to mind after a short while. Yes you are promoting yourself and why not… Be seen, be heard and above all be honest. First impressions really do count.

https://www.jminteriors.co.uk

https://www. businessnetworkingcambs.co.uk/