The Elevator Pitch is one of the most important parts of a sales and marketing strategy for any business. Sadly most people get it wrong, or even don't know what it is, or how important it is from a business development viewpoint and this can severely limit the potential to obtain new business. However, get it right and you will see a serious increase in business opportunities. The Elevator Pitch comes into play when you meet people and this can be in a number of different ways. You've heard the saying "You don't get a second chance to make a first impression" and this is particularly true when you first meet potential new business prospects.

In simple terms, an "Elevator Pitch" is a short and to the point snippet of a service or product your company provides. However, you should not just speak 'off the cuff', it needs to be well-thought out and carefully planned. You should also practice what you would say so that you are able to re-produce it at any time, as you never know when you are likely to be in a position to make a pitch. The term comes from what you would say to a stranger if you were in an elevator and had up to 60 seconds to speak to them before they reach their floor. There are numerous examples I could give you here but I'm just going to provide an overview of two general situations.

The first is the one to one chance meeting that could happen at any time and the second is when you are speaking to a group. This is becoming more common nowadays, especially through the numerous business networking groups that are springing up all the time. Both require the need for an Elevator Pitch following the same tried and tested format but tailored for the audience. There are numerous elements required but the final part is the 'Call to Action'. In the one to one meeting this could be asking for a business card so that you can contact them, or making specific arrangements for a further meeting. Business networking groups primarily work on the basis of referrals. You develop relationships to the point of you asking your fellow network members to refer your business to their contacts and vice versa. There is more to networking than just referrals but for the benefit of your Elevator Pitch in this scenario, your 'Call to Action' is something like "Who do you know who needs/requires....XYZ....? Please pass on my contact details" or something along those lines. Even though you will be meeting your networking group colleagues on a regular basis, you are likely to only have 60 seconds to speak to people, therefore the principle remains the same, but the call to action will be slightly different.

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