I’m sure you’re already familiar with the concept of an elevator pitch. You’re in an elevator, someone asks you what you do, and you have 15-20 seconds to tell them.
It often surprises me how many people can’t describe their business in such a short time span, and of those who do, it’s incredible how many get it wrong.
Let’s assume that you’re unlucky enough to be staying at a hotel hosting this year’s annual Accountant’s Conference – Watch Those Figures 2009.
Let’s also assume, coincidentally, that you really need to find a new accountant. Your existing accountant is unimaginative, surly, and doesn’t even know what the word proactive means.
So you get into the elevator, and say good morning to the smartly dressed guy wearing a little too much aftershave, with a card hanging round his neck that says “Bob Smith, WTF 2009“.
To pass the time and drown out the music, you glance at Bob’s conference badge, and politely ask him what he does, trying not to smile.
Bob now has a number of options:
1) He can shake his head and look away, as he has other things on his mind.
2) He can look shocked, scared, and reach for his novelty spray-can of mace, given to all conference attendees by ProtectYourAccountant.com.
3) He can smile and say “I’m an accountant”.
4) He can smile and say “We help small businesses make big profits. We charge a little more, but deliver incredible value. Whatever your business, I guarantee I can save you a lot of money. Would you be interested a free consultation?“
The first three options will all produce the same result. You will never work with Bob, and assuming he doesn’t use the mace, will forget about him within a minute of leaving the elevator.
Option four, however, has the potential to turn a polite enquiry into a client.
Takeaway points:
i) Be capable of describing your business in less than 20 seconds. Bob can do it in 10.
ii) Make your business sound interesting, even when it isn’t. If Bob can do it, so can you.
iii) Don’t wear too much aftershave. And choose your conference names carefully.
What does your business do?
