Get Tips on Conquering This Critical Business Skill
Can you describe yourself, your business, or an idea in a way that commands attention, draws interest, or inspires a desired action — all in 30 to 60 seconds? If that sounds intimidating, you’re in the right place for a quick, empowering lesson on developing your elevator pitch.
Read on as we break down exactly what an elevator pitch is (and what it isn’t), why it’s important, and three key tips for perfecting your approach. You’ll gain the foundation you need to put your best foot forward when making connections across the hearing care and ENT industry.
What Exactly Is an Elevator Pitch?
An elevator pitch is a brief, spoken self-introduction explaining what you do or what your business or idea is all about and why it matters. In some contexts, it may also include a call to action, whether attaining contact information, setting an appointment, or accomplishing some other crucial next step.
Though a tool of persuasion, engagement, and opportunity creation, the elevator pitch is not a monologue or sales pitch. Rather, it’s a concise, friendly opener to spur curiosity, build rapport, and open the door to further discussion or follow-up.
Why Does the Elevator Pitch Matter?
Standing apart is more challenging than ever in today’s competitive business world, and face time is at a premium. A well-honed elevator pitch lets you create a solid first impression, making the most of an audience’s time and attention within a short period.
It’s also a crucial tool of self-reflection. Though there’s much you could share about yourself, your business, or an idea, crafting an elevator pitch pushes you to distill details that:
- Focus on the highlights
- Offer compelling insights
- Align with your core goals
- Are adaptable to specific audiences
What Key Components Should the Elevator Pitch Include?
There is no one-size-fits-all elevator pitch. Whether you’re networking at a conference, outreaching to physicians, or introducing yourself to a patient, tailoring your message helps build connections and make lasting impressions.
Get started with these three steps:
1. Understand Your Audience
Exploring your audience’s background, interests, and pain points can help you customize your pitch to resonate with them. If communicating with physicians, for example, focus on your practice collaboration and health of the patient.
Speaking to patients? Highlight how your team’s service can support their immediate and long-term needs or how your recommended products can address their unique challenges. Express your commitment to patient education.
2. Consider Language and Tone
Adjusting your vocabulary and tone to match the level of understanding of your audience can make your pitch more relatable and engaging. When addressing a patient, for instance, avoid using industry-specific terms or jargon that might confuse or alienate.
In addition:
- Employ words, phrases, or expressions that resonate, reassure, or enhance relatability
- Choose a confident but friendly tone that invites dialogue rather than seeming one-sided
- Avoid words or a tone that can seem pushy, salesy, or otherwise too aggressive
3. Leverage Your Story
Personalization through storytelling can go a long way in establishing rapport. Anecdotes, case studies, and success stories that demonstrate the value of your offerings can help build credibility and trust. They also further support relatability, helping audiences see themselves in you or those you’ve helped.
Make sure your anecdotes or other examples are:
- Relevant
- Concise
- Descriptive
Crafting an effective elevator pitch is easier than you think. Using these tips can help you make a memorable impact and deepen connections with peers, prospects, and patients like never before.