The key to growing your business is talking to people. You need to be out there, meeting people, and talking to your clients so you can understand their challenges so you can serve them better. To get started, you first need to come up with an elevator pitch. A lot of times, you’ll only have 20 to 30 seconds to get your pitch in, so it needs to be informative, impactful, and most importantly memorable. So I want to give you a road map to putting together your pitch.
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Here is an example of my elevator pitch:
“Hi, my name is Drew Jackson of Drew T Jackson Coaching, speaking, and training. I’m a small business coach with an emphasis on leadership development. If you partner with me, you’ll gain valuable insights on how to lead your organization. You’ll be held accountable for what you already know to do, and you’ll join a community of other small business owners that will encourage you along the way. You can contact me through Drewtjackson.com!”
It was between 20 and 30 seconds, and it answers the four questions that need to be answered when you’re giving an elevator pitch, who you are, what you do, how it will benefit them, and how to contact you. You’ll want to use this at networking events where time is limited, or when you just meet someone who asks you about you do, or in a literal elevator. You’ll also wanted to modify it slightly for each situation, but keep it somewhat the same and keep it simple. My mentor Paul Martin Lee says, if you confuse them, you lose them. So keep it clear, simple, concise and to the point. So as a coach that’s supposed to help add clarity to their business, it helps if I am clear about mine.
So be very clear about what you do. In my example, I say that I’m a leadership coach but what am I leaving out? I had to leave out that I do sales, communication, and relationship training. I cut off these details so that I could be succinct, and it’s the most unique, and valuable attribute that I have to offer. So when making your pitch, make sure to include what makes you special, and what makes you stand out from others that offer similar services.
In an elevator speech, there simply isn’t time to pitch everything I do, as much as I want to, because there is only have that small amount of time to make the impact that you need to intrigue them into contacting you for more information.
So let me give you four tips.
#1 Tell them who you are! Start with your name, and build from there. For me, I’m Drew Jackson, coaching, speaking and training, and I bring enthusiasm with that introduction. I bring that with my voice tone, energy level, and I feel that is what makes me unique. I am bringing an intensity and excitement that I feel brands me as a person, and a business, so you need to determine what brands you as a business.
#2 What is unique about you? What's your niche? Like they say, the riches are in the niches. Figured out what it is that you do that’s unique to you so you know where the value is.
For me its Leadership development, as I eat, sleep and breath it, and that’s what I bring to the marketplace.
#3 What do you offer? What can you deliver? IE: if you partner with me, you get X,Y. Z result For me it was, “you'll game fresh insights. You'll be held accountable.” What does being held accountable mean? It means that you’ll be held to doing things that you already know that you need to do, and you’ll join a community of other small businesses that are doing the same. With that community, it takes away some of the solitude that comes with being a small business owner. You’ll make new friends, new connections, and be able to network with the people that will help your business grow. That's what I offer. That's what I'm delivering. All in 20 seconds.
#4 How do they contact you? Be simple clear and direct, and have an easy email to remember. Mine is Drew@Drewtjackson.com. Simple, easy and intuitive. If you get into Facebook pages, Twitter, etc, it gets confusing and people tend to check out, so one avenue, that is clear and easy to remember.
So now you have the tools to make that 20 second pitch, and make sure to practice, practice, practice, because practice makes perfect. Especially on your way to the event, on your friends, your spouse, anyone that can give you feedback. If you mess up, that’s okay, just keep going.
If you need help reflecting, and finding your niche, who you are, and what your good at, download my reflection guide. The link is just below, and it’ll help you reflect over the last 12 months, and then put things into action for the next 12 months. As always you can reach me at Drew@Drewtjackson.com, I would love to help!