What’s missing from your elevator pitch
- Tue, June 14 2011
- Filed under: Marketing essentials
You know what I mean by an elevator pitch, right? It’s a pitch for your organization that you could make in the time span of an elevator ride—about thirty seconds to two minutes.
What’s usually missing from your pitch?
The other person in the elevator.
Because you try to squeeze in every salient fact about your organization, and you forget you are in the company of someone else. This isn’t a chance to blurt out everything about yourself; it’s a chance to make a connection.
When I lived in Ukraine, I met a clothing designer who ran a social enterprise—a workshop for disadvantaged women. The women in her workshop learned to design and make high-end children’s and women’s clothes, which were then sold in a small boutique called Happy Endings. Whenever the clothing designer got on an elevator and saw a woman dressed with a hint of the romantic style she marketed, she complimented the person. The other person usually thanked her, smiled or said “This old thing?” and looked pleased. Then the designer said: “I’m a designer and run a boutique that sells clothing like this, so I like your style. Very inspiring.” She then awaited a response and added, “I call my business happy endings because out stitching is done by women in need whom we’ve hired and specially trained. Our customers love it because they get beautiful clothes while giving someone else a happier life. It’s shopping without guilt!” Then she would hand over her business card.
It was an elevator pitch that was a compliment and a conversation, not a sales attack.
How can you adjust your pitch to include your donor? Try to make their elevator ride more engaging!
Comments
Great point Katya I met two new people yesterday, one spoke so fast to get everything in that I missed half of it. The other thought we were on the elevator to Mars and lost me after several minutes.
I just finished a ‘Dating your donors’ blog series and on the first meeting, it’s important to have your ‘pick-up’ line(s) ready. I say shoot for engaging, compelling & confident without sounding cocky, slick or schmoozy. But you’re right, the other person is the most important part - thanks!
Katya,
Thanks for a great reminder that your elevator pitch is about your prospect and that the goal is to start a conversation and make a connection.
It’s Mistake #1 of the 7 Biggest Elevator Pitch Mistakes to use your 30 seconds talking about yourself. Here is the full article: http://www.improvandy.com/elevator-pitch/7-biggest-elevator-pitch-mistakes/
Happy Networking!
Thanks, elevator pitch coach! These are great suggestions!
I teach a business planning class and part of it is the elevator pitch. This is an excellent example for all businesses, not just non-profits!