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The "elevator" pitch has become cliché and ineffective for many small business owners. It oftens expresses what they do instead of the potential value to the listener, and unfortunately wastes a great selling opportunity. By matching the message to the audience, students will learn to create an effective way to communicate their value in any networking setting. The result will be a focused statement that presents your value to that audience.
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Sigma FreePresents…
Provided by Sigma College of Small Business, Inc.
What’s Your Business? The Art of An Elevator Pitch
Sponsored by:
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
2
Introductions
Keynote TopicWhat’s Your Business?
The Art of An Elevator Pitch
Our Sponsor: Freeman & Sherburne
Keynote ConclusionWhat’s Your Business?
The Art of An Elevator Pitch
Break – Refreshments and NetworkingAsk
Questions Any Time
Agenda
What's Your Business? The Art of An Elevator Pitch
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
Review of the 7 Stepsfor Choosing the Right Promotion Method
Describe Audience(s) • Segment the market• Audience priorities and needs• Buying behavior
Promotion Objectives • Desired audience action – now and future• Frequency of response• Response volume
Message • Audience priorities and needs• VALUE proposition• General and specific messages
Budget • Investment• Expected return v. cost• Risk
Methods • Channels• Mix• Frequency
Measure the Results • Set goals for response and measure results
Follow‐up on Response • Plan for follow‐up – start the sales process
3
Audience
Objectives
Message
Budget
Methods
Results
Follow‐upPhilip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ: Prentice Hall, 1997), ch20.
What's Your Business? The Art of An Elevator Pitch
Networking
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
Know Your Audience
• How Many?– One – Build the conversation
• Listen first, then respond in context
– Many – Research and fit messageto group average or target
4What's Your Business? The Art of An Elevator Pitch
• New or Recurring?– New – Cover basic core of value– Recurring – Frequency, review, build
• Type?– Potential Buyer – Value to customer– Lead Generator – Stimulate referral activity
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
Objective
• Awareness– Audience more aware that you exist and your value
• Attitude– Audience builds a more positiveattitude towards your business
• Behavior– Audience performs a desired action
• Arranges follow‐up• Contacts you later• Talks to you during event
5What's Your Business? The Art of An Elevator Pitch
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
General Messaging
• Focus! Focus! Focus!– Too many points dull the total impact
• Show Value to Listener– It’s not about what you do,
it’s about the value you provide
• Differentiate– What sets you apart from the others in your field– Multiple levels – independent agents
• Provide Visualization Through Examples
6What's Your Business? The Art of An Elevator PitchCopyright 2010 Sigma College of Small Business, Inc.
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
Messaging for Lead Generation
• Build Credibility– Relationship!– Example ‐ “Yesterday I helped a customer…”
• Make Them Sales People for You– They understand the value– Provide situations they can look for
• Job change, new baby, starting a business, tax issues– Name specific leads and verticals you want
• Focus the “Feature List”– Your Specialties– Features they don’t know, but could help their contacts– Present value – with numbers if possible
• Think “We could save you hundreds in 15 minutes” ‐ Geico
7What's Your Business? The Art of An Elevator Pitch
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
Available Time
• Name and Company– Loud, Slow and Clear– Add 2‐4 word “clarifier” if it is not clear by
name• Smith, Smith and Smith ‐ full service insurance agency
• 30‐60 seconds– Two, maybe three key points– Repeat brand
• The Ten Minute Talk– Build Credibility– Sell them on your value– Make them your sales force
8What's Your Business? The Art of An Elevator Pitch
Sigma FreePresents…
Provided by Sigma College of Small Business, Inc.
What’s Your Business? The Art of An Elevator Pitch
Sponsored by:
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
Value Statement Worksheet
Audiences I Face Key Message Points
10What's Your Business? The Art of An Elevator Pitch
Time Available• Name and
Business• 30‐60 seconds• 5 minutes• 10 minutes
Objective
• Awareness
• Attitude
• Behavior
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
Value Statement WorksheetSigma College Example
Audiences I Face• B2B Builders,
Leadshare– Many,
recurring, lead gen
• Business After Hours– Many, new,
pot. Cust.• Brown Bags
– Many, mix, mix
• One on one
Key Message Points• Help business owners grow
their business• By making them better
business managers• Practical, convenient and
affordable classes• Programs available• Valuable sponsor
opportunities available• Class topics and schedules• Credibility Message• Contact Me
11What's Your Business? The Art of An Elevator Pitch
Time Available• Name and
Business• 30‐60 seconds• 5 minutes• 10 minutes
Objective
• Awareness
• Attitude
• Behavior
Copyright 2010 Sigma College of Small Business, Inc.
Sponsored by:
Critical Business Areas
Strategy and Planning
Marketing and Sales
Accounting and Finance
Operations and Quality
Leadership and Administration
Technology and Innovation
Sigma College of Small Business
• Upcoming SigmaFree Classes– 3/9 – Search Engine Optimization and Keys
to Online Marketing• Sponsor – Moe Technologies
– 3/16 – Using Quickbooks for Better Decision Making
– 3/23 – Spread the Word! Get More with Integrated Marketing
• Focus Workshop– 3/30 – You Can Leverage the Online Social
Network• 10am – 2pm, $199
12Dedicated to the Learning Needs of Small Business!
