In this AI era, do you still need an elevator pitch? Picture this. You bump into the CEO of a company you have targeted forever. The CEO asks that simple yet oh-so-complex question.

What do you do?

You have mere seconds to impress the CEO with your response.

Daunting, isn’t it? Until we stop speaking and use AI instead (isn’t that a scary thought?), the 30-second elevator pitch can take a business to the top. Or have it plummeting into the darkness of broken dreams.

What is an Elevator Pitch and Why Should You Care?

An elevator pitch takes its name from a ride up in an elevator. Someone (who knows who?) clocked the time it takes and came up with 30 seconds. So, what does that have to do with an elevator pitch?

A 30-second elevator ride is a metaphor for an opportunity to provide a quick overview of yourself, business, or product. It is your chance to connect with the person on the receiving end of your pitch. Hopefully, to advance what you’re pitching.

Riding to the Top

Remember that CEO? Let’s expand the picture of that chance meeting. You are at a conference hotel and enter one of its elevators. Just as the doors are about to close, the CEO steps into the elevator with you.

• You introduce yourself and she does the same.
• Next, the CEO asks you THAT question.
• As the elevator rises, you have maybe 30 seconds for your response.

Experts cannot agree on how long it takes for a first impression. While that elevator ride may take 30 seconds (or less), experiments reveal we can form first impressions in as little as one-tenth of a second.

Yowser. Not much time at all. That is especially true of online encounters. The good news is that CEO is trapped in the elevator with you. So, you still have a chance to make a good impression. And your elevator pitch works in other face-to-face encounters.

Why should you care? Because regardless of whether a first impression is accurate, the person believes it is. And changing first impressions is not easy.

Three tips (that will have a familiar ring to return visitors 😊) uplift your elevator pitch by keeping it:

1. Simple
2. Clear
3. Uniquely yours

1. Simple

Think about all the issues CEOs have on their minds – an upcoming meeting, business problems, the next sale. When you have 30 seconds or less, a simple elevator pitch drives through the distractions.

Simple is brief and memorable. That is why a good tagline works. Watch your delivery and make the CEO glad she stepped into that elevator.

Elements of a Bad Elevator Pitch

• Speaking too fast may be a sign of nerves or cramming too much into your elevator pitch. Practicing helps your nerves and can assist in recognizing a too-long pitch.
• Forgetting who you’re pitching to will have that person tuning you out. Keep it human (turn off the rote playback) and keep it relevant to the person.
• Overcomplicating the message with too many points and yawn-invoking detail.

Simple words elevate a clear message.

2. Clear

Think three – beginning, middle, end – simple, right? 😊 Zone in on what you want to communicate.

• Who you are.
• What you do.
• Why it matters.

The last point is essential. Put yourself in the listener’s shoes. Does the message paint a clear connection to their business? Are they intrigued enough to want to know more?

Think about how many pitches you get a day. Even if you are not a business owner, I bet opening your email every day reveals a ton of sales pitches.

Now think about the person who is on the receiving end of your elevator pitch. The listener also receives a gazillion pitches daily. So, beyond being relevant, you need a hook to grab their attention. You need something unique.

3. Uniquely yours

If you do not show what’s unique about your business, you might as well step off on the wrong floor. No matter how good you think your pitch is, the listener is thinking:

• What makes you different?
• What’s in it for me?
• Why should I care?

WVU Career Center offered the following video as an example of a good elevator pitch.

One thought I had was the appearance of the recruit reading her pitch. I thought it had excellent content, but I would have preferred a more natural tone. Although, I admit, that’s nitpicking.

But you never know when you’ll bump into that perfect elevator pitch moment. You probably won’t have your written pitch in your pocket.

What did you think? Did you find it simple, clear, and unique? Did the recruit make it relevant to the listener so they would want to know more? Share your thoughts in Comments.

Download Your 3 Elevator Pitch Tool

An elevator pitch can be used in different scenarios.

• To promote a product
• Interview for a job (like the above video example)
• For networking events

Would you like a tool to use as a guide? Download the Elevator Pitch Tool and make it your own.

Credit: Bigstock Photo
Credit: Canva

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Helping you keep your business communication simple, clear & uniquely yours.

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This post originally published on October 13, 2010. This March 31, 2024 version updates it.

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