With any “elevator pitch” conversation, you have just a few moments to share information about yourself and your business with a new prospect. So it pays to be ready to make the conversation count! Here are a few tips to help you turn your elevator pitch into a business lead.
Note: This post is Part 2 in my elevator pitch marketing series. Check out Part 1 right here.
1. Use your elevator pitch to paint the picture, briefly.
If you’re in the business of making art or creating a physical product, help people visualize it in as few words as possible. Jewelry artist, Leigh Griffin creates earrings and necklaces inspired by the beach. She collects raw materials, including beach glass, from long strolls on the sea short. These juicy details give people a lasting impression of what she makes, even if they haven’t seen her pieces.
What imagery can you add to the conversation to help people visualize your work? A short and sweet description paints the picture for what you offer, making an elevator pitch rich with lead-generating detail.
Note: People have short attention spans, so be mindful if you’re talking about your work for too long. Doing so will quickly become a turn-off.
2. Have a visual on hand.
While it helps to share a brief description of what you make and do in an elevator pitch, be prepared for your listener to create their own (perhaps inaccurate) image of what you’re describing.
The truth is, speaking about visual things can be like playing telephone — you never can be too sure the message is getting across clearly. All the more reason to keep images of your artwork and your style on hand.
Support your description with an accompanying visual. If you already have a photo of your work on your business card, this is a great time to hand that sucker out! A business card gives your listener a chance to see your work and get in touch after the conversation.
You can also keep a few go-to images of your creative work on your phone. If you make wearable art, don those beauties like it’s your job! You may be your own best marketer. Plus, you’ll be elated with “ah-ha’s” and “ooh la-la’s” when someone understands what you do because they have a chance to see it.
3. Don’t be afraid to toot your own horn.
Are you an expert in your field, like an author or an instructor? Do you have buyers and clients in 30 out of 50 states? Have you recently received a special award for your work?
While it may feel like bragging to say, “I run a design studio downtown. We just made the Business Journal’s 40 Under 40 List,” sharing these accomplishments inspires confidence and intrigue. More importantly, it signals professionalism and business sustainability.
Success breeds success. Share a relevant professional accomplishment about yourself in your elevator pitch to spark interest and inspire your listener to jump on the success boat with you!
4. Offer your help and your services.
If someone doesn’t know what you can do for them, they may not follow up. Give them a reason to consider you when they’re in need of exactly what you offer. Do you teach workshops to adults and children? Share that invaluable service so they can sign up! Have an art event coming up? Invite your new friend — in fact, ask for their email address so you can send them a personal invitation and reminder.
Offering your help and services is one of the fastest ways to turn your elevator pitch into a business lead because it tells your listener what’s in it for them.
Note: You can use your elevator pitch as a business lead-generator in email, too. If someone reaches out with a vague sense of what you do (and how you can help them), use it as an opportunity to share as you would in a face-to-face conversation.
5. Let them in on the person behind the business.
People do business with those they know, like and trust. So don’t be afraid to let your personality shine through by being you. Chances are, someone will choose to work with you because of who you are and what you offer over your list of résumé credentials.
And you needn’t worry about being the one doing all the talking! If you’re an introvert or feel a bit shy about meeting new people, use the opportunity to ask them questions and listen. People love to chat about themselves. Listening builds trust and deepens new business relationships just as easily as sharing.
At the end of the day, a one-sided conversation is exhausting for both parties. Open up the dialogue with your elevator pitch, but bring your new friend along for the conversation by learning about them, too.
Now, it’s your turn!
When’s the next time you’ll be able to use your elevator pitch? How do you want to be prepared so that you can turn your pitch into a potential business lead?