\u201cWhat do you do?\u201d<\/p>\n\n\n\n
It should be an easy question. But when you\u2019re standing in front of a potential customer, lender, vendor, or referral partner, it\u2019s easy to freeze, ramble, or give an answer that doesn\u2019t really say much.<\/p>\n\n\n\n
That\u2019s why you need an elevator pitch.<\/p>\n\n\n\n
We\u2019re guessing you\u2019re 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.<\/p>\n\n\n\n
An elevator pitch is a short, clear introduction that explains who you are, what you do, who you help, and why it matters. <\/a>Harvard Catalyst<\/a> describes it as a brief introduction that should last 60 seconds or less and help start a meaningful conversation.<\/p>\n\n\n\n For small business owners, your pitch isn\u2019t supposed to explain your entire business. It\u2019s supposed to help people understand you quickly, remember you later, and know when to refer someone your way.<\/p>\n\n\n\n It doesn\u2019t have to sound polished to perfection. But it does need to be clear and memorable.<\/p>\n\n\n\n A lot of business owners put too much pressure on their elevator pitch. Sound familiar?<\/p>\n\n\n\n They try to fit in every service, every product, every credential, every customer type, and every reason someone should choose them. That\u2019s definitely too much for one conversation. Let\u2019s not push that kind of pressure on ourselves.<\/p>\n\n\n\n It may help to think of your elevator pitch as an opener that leads to a longer conversation. Don\u2019t try to cover your whole business at once. Think of your elevator pitch as a bridge from the first hello to a deeper conversation.<\/p>\n\n\n\n Many business owners start with their title. \u201cI\u2019m a consultant,\u201d or \u201cI own a bakery.\u201d<\/p>\n\n\n\n Those answers are fine, but they don\u2019t give people something to hold onto.<\/p>\n\n\n\n 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?<\/p>\n\n\n\n For example, Instead of saying, \u201cI\u2019m a bookkeeper,\u201d try: \u201cI help small business owners organize their financial records so tax season isn\u2019t a nightmare.\u201d<\/p>\n\n\n\n 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.<\/p>\n\n\n\n Once people understand who you help, they need to know what changes after someone works with you. Business Network International (BNI)<\/a> recommends focusing on the \u201cafter\u201d of your product or service. Don\u2019t just explain what you sell. Explain what improves because of it.<\/p>\n\n\n\n A hair stylist doesn\u2019t only cut hair. They help people feel confident for work, weddings, interviews, and everyday life.<\/p>\n\n\n\n Ask yourself:<\/p>\n\n\n\n Don\u2019t start from scratch–we got you covered. Use our simple formula, then make it sound like you. Try this:<\/p>\n\n\n\n I help [specific customer] solve [specific problem] so they can [specific result].<\/strong><\/p>\n\n\n\n Then add one short example, proof point, or referral cue.<\/p>\n\n\n\n Here\u2019s an example:<\/p>\n\n\n\n \u201cI 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.\u201d<\/p>\n\n\n\n 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\u2019t only about the person in front of you. They may not need your service today, but they may know someone who does.<\/p>\n\n\n\n [Related: Find an upcoming networking event<\/a> near you.]<\/p>\n\n\n\n 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.<\/p>\n\n\n\n You don\u2019t 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<\/a>, especially around Rhode Island.<\/p>\n\n\n\n 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\u2019re best suited for. In a conversation with a lender, they may need to speak more clearly about growth plans, revenue, staffing, and operations.<\/p>\n\n\n\n Before you walk into a networking event, ask:<\/p>\n\n\n\n Your core message can stay the same. The angle should shift based on the audience. Make sense?<\/p>\n\n\n\n Harvard Catalyst recommends using clear, accessible language and avoiding jargon. BNI also recommends keeping the pitch simple and easy to understand. Here\u2019s a quick test: would someone outside your industry understand what you mean? If not, trim it.<\/p>\n\n\n\n Cut industry jargon and phrases like:<\/p>\n\n\n\n Plain language works better. Instead of saying, \u201cWe provide comprehensive marketing solutions,\u201d say, \u201cWe help local businesses get clearer about what to post, who they\u2019re trying to reach, and how to bring in more customers.\u201d<\/p>\n\n\n\n Knowing this, what adjustments would you make to the thoughts you jotted down earlier?<\/p>\n\n\n\n Once you\u2019ve written your pitch, say it out loud. Yes, out loud! This is where you\u2019ll catch the clunky parts. If you stumble over a sentence, run out of breath, or if it sounds like something you\u2019d 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.<\/p>\n\n\n\n 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\u2019t want your pitch to sound memorized. You want it to sound fresh every time, even if you\u2019ve said it many, many times.<\/p>\n\n\n\n Now, take what you\u2019ve drafted and practice three versions:<\/p>\n\n\n\n That way, you can adjust depending on the setting.<\/p>\n\n\n\n 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\u2019s interest.<\/p>\n\n\n\n One of the most memorable elevator pitch tips is the \u201ceyebrow test.\u201d<\/p>\n\n\n\n If someone\u2019s eyebrows go up, they\u2019re interested. If their eyebrows pull together, they\u2019re probably confused.<\/p>\n\n\n\n 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?<\/p>\n\n\n\n That feedback is useful. Your first version won\u2019t be perfect. And that\u2019s 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.<\/p>\n\n\n\n A strong elevator pitch doesn\u2019t have to be perfect. It has to be clear, useful, and memorable.<\/p>\n\n\n\n When you can explain your business using a simple but polished elevator pitch, networking gets easier. You\u2019ll walk into a room with more confidence, introduce yourself without overthinking it, and help the right people understand what you do.<\/p>\n\n\n\n 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. <\/a>Learn more about RISBDC services<\/a>.<\/p>\n\n\n\n Your next opportunity may start with how you answer one simple question: \u201cWhat do you do?\u201d<\/p>\n\n\n\n<\/a>Your elevator pitch is not a sales pitch<\/strong><\/h2>\n\n\n\n
<\/a>Start with who you help<\/strong><\/h2>\n\n\n\n
<\/a>Focus on the result<\/strong><\/h2>\n\n\n\n
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<\/a>Use a simple elevator pitch formula<\/strong><\/h2>\n\n\n\n
<\/a>Adjust your pitch for the person in front of you<\/strong><\/h2>\n\n\n\n
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<\/a>Cut the words people won\u2019t remember<\/strong><\/h2>\n\n\n\n
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<\/a>Practice until it sounds like you<\/strong><\/h2>\n\n\n\n
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<\/a>Watch for the eyebrow test<\/strong><\/h2>\n\n\n\n
<\/a>Improve your elevator pitch to build better connections<\/strong><\/h2>\n\n\n\n