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Elevator Pitch

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Elevator Pitch

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The Elevator Pitch is one of the most important parts of a sales and
marketing strategy for any business. Sadly most people get it wrong, or
even don't know what it is, or how important it is from a business
development viewpoint and this can severely limit the potential to
obtain new business. However, get it right and you will see a serious
increase in business opportunities. The Elevator Pitch comes into play
when you meet people and this can be in a number of different ways.
You've heard the saying "You don't get a second chance to make a first
impression" and this is particularly true when you first meet potential
new business prospects.

In simple terms, an "Elevator Pitch" is a short and to the point
snippet of a service or product your company provides. However, you
should not just speak `off the cuff', it needs to be well-thought out
and carefully planned. You should also practice what you would say so
that you are able to re-produce it at any time, as you never know when
you are likely to be in a position to make a pitch. The term comes from
what you would say to a stranger if you were in an elevator and had up
to 60 seconds to speak to them before they reach their floor. There are
numerous examples I could give you here but I'm just going to provide
an overview of two general situations.

The first is the one to one chance meeting that could happen at any
time and the second is when you are speaking to a group. This is
becoming more common nowadays, especially through the numerous business
networking groups that are springing up all the time. Both require the
need for an Elevator Pitch following the same tried and tested format
but tailored for the audience. There are numerous elements required but
the final part is the `Call to Action'. In the one to one meeting this
could be asking for a business card so that you can contact them, or
making specific arrangements for a further meeting. Business networking
groups primarily work on the basis of referrals. You develop
relationships to the point of you asking your fellow network members to
refer your business to their contacts and vice versa. There is more to
networking than just referrals but for the benefit of your Elevator
Pitch in this scenario, your `Call to Action' is something like "Who do
you know who needs/requires....XYZ....? Please pass on my contact
details" or something along those lines. Even though you will be
meeting your networking group colleagues on a regular basis, you are
likely to only have 60 seconds to speak to people, therefore the
principle remains the same, but the call to action will be slightly
different.

To access our 12 Top Tips for your Elevator Pitch, enter your name and
email address in the box to the right.

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