“What do you do?”

It should be an easy question. But when you’re standing in front of a potential customer, lender, vendor, or referral partner, it’s easy to freeze, ramble, or give an answer that doesn’t really say much.

That’s why you need an elevator pitch.

We’re guessing you’re not surprised, but feel stuck. How does one craft this pithy, powerful script that we hear so much about? It may not be as tricky as you think. Keep reading to get started on your elevator pitch.

An elevator pitch is a short, clear introduction that explains who you are, what you do, who you help, and why it matters. Harvard Catalyst describes it as a brief introduction that should last 60 seconds or less and help start a meaningful conversation.

For small business owners, your pitch isn’t supposed to explain your entire business. It’s supposed to help people understand you quickly, remember you later, and know when to refer someone your way.

It doesn’t have to sound polished to perfection. But it does need to be clear and memorable.

Your elevator pitch is not a sales pitch

A lot of business owners put too much pressure on their elevator pitch. Sound familiar?

They try to fit in every service, every product, every credential, every customer type, and every reason someone should choose them. That’s definitely too much for one conversation. Let’s not push that kind of pressure on ourselves.

It may help to think of your elevator pitch as an opener that leads to a longer conversation. Don’t try to cover your whole business at once. Think of your elevator pitch as a bridge from the first hello to a deeper conversation.

Start with who you help

Many business owners start with their title. “I’m a consultant,” or “I own a bakery.”

Those answers are fine, but they don’t give people something to hold onto.

A stronger elevator pitch starts with the customer. Who do you help? What kind of person, business, or organization benefits most from what you offer?

For example, Instead of saying, “I’m a bookkeeper,” try: “I help small business owners organize their financial records so tax season isn’t a nightmare.”

That small shift makes a big difference. When you only name your job, people have to figure out whether it applies to them. When you name who you help and what you help with, the connection is much easier to make. Feel free to jot down notes about your own business, or keep reading for our simple elevator pitch formula.

Focus on the result

Once people understand who you help, they need to know what changes after someone works with you. Business Network International (BNI) recommends focusing on the “after” of your product or service. Don’t just explain what you sell. Explain what improves because of it.

A hair stylist doesn’t only cut hair. They help people feel confident for work, weddings, interviews, and everyday life.

Ask yourself:

• What problem do I solve?
• What stress do I reduce?
• What result do I help create?
• What feels easier after someone works with me?

Use a simple elevator pitch formula

Don’t start from scratch–we got you covered. Use our simple formula, then make it sound like you. Try this:

I help [specific customer] solve [specific problem] so they can [specific result].

Then add one short example, proof point, or referral cue.

Here’s an example:

“I help first-time restaurant owners understand their startup costs before they sign a lease. That way, they can reduce risk and make better decisions about location, staffing, pricing, and financing.”

The best pitch is short enough to say out loud and clear enough for someone else to remember and repeat. That matters because networking isn’t only about the person in front of you. They may not need your service today, but they may know someone who does.

[Related: Find an upcoming networking event near you.]

Go ahead and jot down a few thoughts about your own business using our simple formula. Let the ideas flow and accept what comes. Editing is for another day.

Adjust your pitch for the person in front of you

You don’t need a completely different pitch for every situation, but you should know how to adjust it. The way you explain your business to a potential customer may be different from how you explain it to a lender, referral partner, vendor, or fellow business owner at a networking event, especially around Rhode Island.

For example, a caterer talking to a potential customer might focus on making events easier and more personal. That same caterer talking to a referral partner might explain what types of events they’re best suited for. In a conversation with a lender, they may need to speak more clearly about growth plans, revenue, staffing, and operations.

Before you walk into a networking event, ask:

• Who’s likely to be in the room?
• What do they care about?
• What do I want them to remember?
• What next step would make sense after this conversation?

Your core message can stay the same. The angle should shift based on the audience. Make sense?

Cut the words people won’t remember

Harvard Catalyst recommends using clear, accessible language and avoiding jargon. BNI also recommends keeping the pitch simple and easy to understand. Here’s a quick test: would someone outside your industry understand what you mean? If not, trim it.

Cut industry jargon and phrases like:

• “Full-service solutions”
• “End-to-end support”
• “Strategic implementation”
• “Best-in-class offerings”
• “For all your needs”

Plain language works better. Instead of saying, “We provide comprehensive marketing solutions,” say, “We help local businesses get clearer about what to post, who they’re trying to reach, and how to bring in more customers.”

Knowing this, what adjustments would you make to the thoughts you jotted down earlier?

Practice until it sounds like you

Once you’ve written your pitch, say it out loud. Yes, out loud! This is where you’ll catch the clunky parts. If you stumble over a sentence, run out of breath, or if it sounds like something you’d never say in real life, rework it. Good pitches have been written and re-written many times. This is a normal part of the creative process.

Harvard Catalyst suggests recording yourself so you can check your pace, tone, and clarity. It might feel awkward, but hearing how you come off is helpful. You don’t want your pitch to sound memorized. You want it to sound fresh every time, even if you’ve said it many, many times.

Now, take what you’ve drafted and practice three versions:

• 10 seconds: A quick introduction
• 30 seconds: A standard networking answer
• 60 seconds: A fuller version with one example

That way, you can adjust depending on the setting.

A quick exchange at a coffee hour may only need 10 seconds. A formal networking event may call for 30 seconds. Meeting with a potential referral partner might give you room for more detail. Knowing how and when to adjust can be the difference between closing a deal and losing a potential contact’s interest.

Watch for the eyebrow test

One of the most memorable elevator pitch tips is the “eyebrow test.”

If someone’s eyebrows go up, they’re interested. If their eyebrows pull together, they’re probably confused.

Pay attention to what happens after you introduce yourself. Do people ask follow-up questions? Do they repeat your words back correctly? Do they understand who you help? Or do they smile politely and change the subject?

That feedback is useful. Your first version won’t be perfect. And that’s OK, as long as you make small adjustments to improve it as you receive (often unspoken) feedback. Your pitch should get better as you use it.

Improve your elevator pitch to build better connections

A strong elevator pitch doesn’t have to be perfect. It has to be clear, useful, and memorable.

When you can explain your business using a simple but polished elevator pitch, networking gets easier. You’ll walk into a room with more confidence, introduce yourself without overthinking it, and help the right people understand what you do.

Need help getting clear on your business message? RISBDC offers no-cost, one-on-one confidential counseling to support Rhode Island business owners with planning, marketing, strategy, financing, and growth. Learn more about RISBDC services.

Your next opportunity may start with how you answer one simple question: “What do you do?”

📞 Call us at (401) 874-7232
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