You need an elevator pitch

30 May

Imagine this scenario. You step into an elevator. The door closes. Someone introduces himself and asks you what you do. You have less than 30 seconds. What do you say?

You need an elevator pitch. According to, “An elevator pitch is a short summary used to quickly and simply define a product, service, or organization and its value proposition. The name ‘elevator pitch’ reflects the idea that it should be possible to deliver the summary in the time span of an elevator ride, or approximately thirty seconds to two minutes.”

You need an intelligent response. The person who asked could be your next customer, investor, or someone who refers you to a big customer or investor. The response has to be direct, smooth, and sincere. It cannot sound like a sales pitch.

I met some business owners a few years ago who had a practiced and consistent elevator pitch. They owned a company that rented boats. Their customers could call and schedule boat time as if they were scheduling service on a car. Staff would make sure the boat was available, prepare it for use, and clean it afterwards. I asked one of the owners what he did and he replied, “Well, do you golf? We are like a country club for boaters. Our clientele can call us and reserve a boat. We do all the prep work beforehand and cleanup afterward. All you have to do is show up on time.”

I found someone else with a name badge for the same company. I asked her what she did. She recited the same exact elevator pitch. I found two others, asked them what they did, and received the same pitch. Imagine that! Four people had the identical response. I’m impressed that all four had practiced their responses. They gave me enough information to answer my question, but they didn’t drown me with an unwanted sales pitch. Maybe they sat at somebody’s kitchen table and said, “OK, how do we respond when somebody asks what we do?” When you create your elevator pitch, give yourself and your staff permission to vary it. The pitch should always sound fresh.

My current elevator pitch is, “My name is Mark. I use Internet tools to help your ideal customers find you, your products and your services.” It is concise, yet it doesn’t drown people with all the details of what I do. It helps qualify people who may need to hire me. It also helps weed out the ones who probably don’t.

It is your turn. Grab an index card and create your own elevator pitch. Time yourself. You have 30 seconds. Practice, practice, practice.

You can answer these questions:

• What is your name?

• What is your Definite Mission?

• What is the most important thing you do?

• What are you pursuing?

• How long have you been doing it?

If you need more than one index card, your elevator pitch is probably more than 30 seconds long. Write your main points and put them in complete sentences. Start with your name and company name.


Mark Anthony Germanos uses Internet tools to help your ideal customers find you, your products and your services. Mark uses SEO, or Search Engine Optimization, to help his clients attract more business. Mark’s Sacramento SEO Gold package includes creating a 6,000 word document with abundant content for your online presence. Sacramento SEO Gold will not produce instant gratification, but Sacramento SEO Gold works and creates long-term benefits. Google Sacramento business revival or Sacramento cloud computing to see Mark’s SEO strategies in action. Mark is available at 530-677-8864 and at


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