What is your start-up doing? Anyone who has to ponder this question for a long time or who bores their counterpart with lengthy explanations has already lost. The way out The Elevator Pitch. With this presentation technique, you have little time to sell your idea but still reveal as much as necessary about your business or project without taking the tension out of the matter. How does it work? You can find out here.
Elevator Pitch: What does that mean?
The elevator pitch is also known under the name Elevator Speech or Elevator Statement and means a short and concise summary of a (business) idea.
The idea behind it: A ride in the elevator (see English ” elevator ” = Elevator) should be enough to convince the person you are talking to of his project (product or service) and to arrange another meeting.
This second meeting is then there to clarify all further points and to sound out cooperation. This is another reason why the elevator pitch should be as short as possible: Between 30 seconds and a maximum of 1 minute you have time to give your Value Proposition to the man or woman to bring.
How do I design an elevator pitch?
The elevator pitch is a kind of short presentation. But that does not mean that you are doing a classic presentation have to orient. On the contrary: the elevator pitch is all about convincing your conversation partner of your idea as quickly as possible. If you use traditional presentation techniques like PowerPoint, it could be difficult.
So why not try something new and set up the elevator pitch differently? A short interview or a short image film is also ideal if you want to attract the interest of your counterpart.
Depending on the industry you work in, there are many other different options that you should take advantage of. Because with elevator pitch: The more unusual, the better. This way you have the best chance that your future financier will listen to you.
Elevator Pitch in the job interview
Using the elevator pitch sounds weird? It is not at all. Because this way of speaking was invented by Vetrieblers. So by people who want to sell a product or service.
A job interview is no different on closer inspection. In the end, you also try to advertise your skills and qualifications in such a way that the HR manager is ultimately convinced that you have found the best candidate for the job.
The elevator pitch gives you a very clear advantage: In the vast majority of cases, the HR manager will ask you in the interview why you just applied to this company.
Now is the time: With a well-prepared elevator pitch tailored to the company, you can convince the HR manager of you in just a few seconds.
But that’s not all: Thanks to Elevator Pitch, you’ll be self-confident and confident, because you already have the answer to the question ready – and that is extremely important to make a good impression in the job interview.
The only question that remains is how you prepare an elevator pitch to impress your counterpart according to all the rules of the art. The good news: We’ll tell you now.
What must an elevator pitch contain? Instructions for the perfect elevator speech
The elevator pitch comes from sales and cannot deny its origin. Because the structure of the pitch is strongly based on a technique that is also very popular among sellers and marketing consultants: the AIDA model.
A (Attention): Generate attention
The first step in your elevator pitch is to get the other person’s attention. After all, you don’t have much time to come up with your idea. That is why the person you are talking to must listen with full concentration from the first word – so as not to miss any important information.
How do you do that? Of course, that depends on your topic. For example, it has proven useful not to start directly with the topic itself, but to quote a controversial statement or an almost unbelievable statistic.
If you know the person you’re talking to well, you can start with a nice anecdote. The only important thing is that your first sentences arouse interest. Ideally, you will make the other person smile – this is how they will be positive for the following story.
How do I find the start?
In fact, a captivating introductory sentence is not that easy to find – you may already know that from your cover letter. Because you often get bogged down and talk about things that are not even relevant at first.
To avoid this, the following method has proven itself, for example, You assemble the other parts of your elevator pitch first and don’t even bother to get started.
Only then, when your short presentation is ready, do you come back to your introductory sentence. You will see that it is so much easier. Because if you know exactly what your presentation will look like, you will also find the first sentence more easily.
I (Interest) arouse interest
When you are sure that you have the undivided attention of your interlocutor, phase 2 starts. Now the task is to sell your offer.
Your elevator pitch must now answer the following questions:
- What defines you and your offer?
- What product or service do you offer?
- What is your USP (Unique Selling Point)?
You should explain your USP a little more generously – after all, it is exactly what sets you apart from the competition and thus convinces your counterpart to work with you.
For example, you can point out,
- Which special customer inquiries or customer requests are served with exactly your offer.
- Which weaknesses an already existing product or service has that you can fix with your offer.
- Which developments are possible, but which have taken place so far – until now, because now you are filling this gap with your offer.
- How customers or consumers have a clear advantage with your offer and can save money or time or do something for the environment.
In this phase, you should keep in mind that time is running out for an elevator pitch. Means: You have to restrict yourself and you are not allowed to reveal everything that belongs to your offer at this point.
Prioritization is therefore important. Instead of going out lengthily, you should briefly outline the most important points – and not formulate them completely. This has another advantage: With the elevator pitch, you want to get into a conversation with your counterpart and maybe even get an appointment for a business meeting.
But you will not achieve that if you kill your interlocutor with facts and figures. Rather, Elevator Pitch has to be about presenting the most important content pointedly in small bits. If you succeed in doing this, the chances of having a long private conversation increase.
D (Desire) generate desire
The good news in advance: If points 1 and 2 have gone well, it will be easy to generate desire and desire in your conversation partner.
Nevertheless, you can also prepare this point in advance – so that you succeed even better. It is important to first take a close look at your target group and consider what needs your target group has or could have that exactly match your offer.
Once you’ve found that out, it’s just a matter of expressing it as clearly as possible. An example: You offer environmentally friendly office solutions. Since you know that green topics are currently very popular, all you have to do is catch your counterpart. After all, he or she doesn’t want to be worse off than the competition.
So you tell me that many other companies in his branch are already working with you. Of course, he doesn’t want to be seen as an “environmental sinner” – the chances of a long sales pitch increase with it.
A (Action) action or request for action
Now it’s just a matter of making another date – that was ultimately the goal of the elevator pitch. If you do not want to arrange an appointment immediately, you can hand over your business card first or ask for the address of the person you are talking to send product samples or your portfolio.
Basically, it’s not just about presenting the elevator pitch, but also about getting your conversation partner to take action. This is important and will help you to start the conversation again at this point.
General tips for the elevator pitch and lectures
Despite the best preparation, it can happen that you initially only have moderate success with your elevator pitch. However, this doesn’t have to be due to the pitch itself, but can also have other reasons.
For this reason, you will finally receive a few general tips and hints on how you should best behave when speaking in front of an audience (which, by the way, also includes the interview):
- Keep an eye on the target group: Concentrate fully on your target group in your pitch. It starts with the fact that you tailor the entire presentation to your target group during the preparation phase, but it doesn’t stop there. During the Elevator Pitch, too, it is important to always keep an eye on the target group: What are your listeners interested in, what (content-related) information do they need? But eye contact and a presentation approaching the “audience” also belong here.
- Rehearse elevator pitch: You should definitely practice your elevator pitch beforehand. This has several advantages: If you present your elevator pitch to friends who do not yet know the content, they can give you valuable feedback afterward. Because they hear the pitch for the first time and can identify any weak points immediately. You can fix that before you apply the pitch in the business environment – and maybe fail with it. Second, the routine helps you stay calm when it comes to the sausage through several lectures. The more you have practiced your pitch, the better your chances that you will get through without any major problems. This gives your presentation the necessary sovereignty and security to convince your counterpart.
- Pay attention to comprehensibility: Last but not least, you should not let yourself be rushed and also make sure that you do not talk too fast and possibly get tangled when you give your first presentation in front of a “real” audience. This can also be practiced in advance. Besides, when setting up the elevator pitch for the first time, you should make sure that you use language that is easy to understand. Lots of foreign words and anglicisms in your talk may sound hip but won’t help you if your listener doesn’t understand you. Therefore try to present yourself and your offer in such a way that a listener from a completely different industry could understand you.