The Elevator Pitch

Hyatt Regency San Francisco glass elevator
Image by LA Wad via Flickr

According to Wikipedia, ?an elevator pitch or elevator speech is an overview of a product, service, person, group or organization, or project and is often a part of a fundraising, marketing communications, brand, or public relations program.? The term is based on the hypothetical scenario where one is afforded the opportunity to pitch their product/service/brand to a potential client/investor during a chance encounter in an elevator.

Unless your marketing campaign is based on riding elevators at the offices of all your potential clients, the chances of meeting a potential client in an elevator are not statistically viable. Although hypothetical, the concept isn?t without real-world application however. You may not meet a prospect on an elevator, but you might run into them in another situation, such as a networking event. Social rules dictate that exploiting the opportunity by launching into a 30-minute sales presentation is decidedly not cool. So instead, assume you have 30 seconds to make your best case.