The Art of the Elevator Pitch
One of the most important goals marketers have is be able to influence others – to convince peers or senior managers that our approach makes sense in solving the problem of the day. So, the more eloquent and effective we are at communicating our idea, the better the chance it has at being understood and embraced in the workgroup.
Going Up?
Say hello to the elevator speech—once a tool used primarily by sales managers to communicate key facts about their product or service to a half listening audience, the ‘ES’ is aptly named because it lasts no longer than the time it takes to be lifted from lobby to the 5th floor (about 30 seconds). In our fast paced business world where we literally have to book time in our calendars to eat lunch, we don’t have time (or the patience) to listen to a long winded explanation – of anything. Everyone should have ‘an elevator speech’ ready to go describing key projects, competitive activity or sales issues.
Before you start – prepare.
Know what you’re trying to achieve and know your target audience. And like any good message, tailor your information to the audience it’s being delivered to. Understand their key motivators or position and viewpoint of the discussion at hand.
The magic of threes
Like any presentation skills workshop will teach you, if you communicate ideas in three parts, we’re programmed to recall the content more easily. It’s also easier to remember and repeat to others and maintain the idea’s original components.
1. Describe the fundamental marketing issue in one sentence: bring up the top problem, not a lot of small or insignificant challenges. Remember that you only have 30 seconds to get and maintain your boss’s attention, so start with what’s most important.
2. Articulate a specific solution in the context of its desired result: Communicate how you expect the approach to solve the issue, reach your customer, or blunt competitive activity.
3. Communicate how you are going to achieve the goal: Detail the top three tactics you need to put the plan into action.
Preparation is the key to confidence, so don't ever wing it. A first impression only happens once. Respect your audience enough to prepare well; that includes arming yourself with succinct answers to the toughest questions that might follow your pitch. Be flexible enough to be guided by your listener and their reaction to what you're saying. If he or she interrupts with questions, make sure you answer them.
Taking an 'elevator pitch' approach to communicating your best ideas will ensure your perspectives are not only heard but shared on every floor of the organization.
