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Crea%ng  a  Powerful  Elevator  Pitch   October  24,  2013     Beth  Goldstein   Beth  Goldstein   ü  Business  Growth  Consultant     and  Founder  -­‐  Edge Institute   ü  Director,  BU  New  Venture  Compe<<on   Entrepreneurship  &  Marke<ng   Educator     ü  Published  Author  &  Trainer   Small  Business  Growth   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
Expanding  Your   Brain  Power   •  Ac<vely  Par<cipate   •  Write  things  down   •  Make  connec<ons   3   Ensuring  Your  Message  is  Received   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
Percep<on  Is  Reality   Lesson: Don’t Let YOUR Message Be A Lizard What’s  YOUR  Brand?   How Are You Delivering Your Message? ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
Every Pitch Is A Branding Opportunity Why  It’s  So  Important  to  Get  it  Right   How  do  we  decide  if  we  like     the  person  delivering  a   message?   • Body  language         • Tone  of  voice           • Actual  words   55%   38%        7%   Source: John Daly, U of Texas ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
Who’s  Paying  ATen<on   Adults-­‐Typical  ATen<on  Span     15  to  30  seconds   What  did  I  just  say???         How  Do  YOU  Stand  Out:                        Steps   Before  –  During  –  AZer     ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
1.  Before   Know  your  value  proposi%on/benefits       •  Rehearse  what  you  are  going  to  say   PREPARE  FOR     Know  ‘hot  buEons’         or  triggers     (emo<onal  connec<ons)   Power  Posing  –  Increases  Confidence   Increases  testosterone  levels     •  Arms  in  the  air   •  Feet  up  on  your  desk   •  Stand  on  <ptoes  with  arms  up   Source: Amy Cuddy, Asst. Professor, Harvard Business School. 12   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
2.  During     •  •  •  •  Know  your  value  to  the  prospect     Speak  with  confidence     LISTEN  carefully     Ask  relevant  ques<ons       Secure  next  step!!   Benefits •  How do your BENEFITS SOLVE a problem… or create an opportunity? •  “So What Factor” •  What’s In It For THEM? ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
3.  Follow-­‐up       •  •  Update  your  database     Send  thank-­‐you  that  includes:   •  Great  to  meet  you   •  Restate  Needs   •  Next  steps   Do  You   Struggle  to   Get  Your   Message   Across?     ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
Body  Language   •  Appropriate gestures help explain •  Demonstrate your passion •  Channel nervous energy •  Stand with confidence and ease Voice     •  •  •  •  Pacing   Inflec<on   Ar<cula<on   Volume       ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  •  •  •  •  Eye  Contact   Impacts  credibility   How  confident  you  appear   Not  a  staring  contest   Cultural  differences      If  you  can’t  “look     someone  in  the  eye”     it  may  hurt  your     chances  for  success!       Facial  Expressions     •  Excitement   •  Interest   •  Sincerity   •  Boredom           ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
How  Do  You   Introduce   Yourself     &     Prevent     This     Reac<on?   10  Commandments:  Thou  Shall…   1.  Address the audience’s needs 2.  Make strong eye contact 3.  Be confident 4.  Be clear and articulate 5.  Pace yourself 6.  Speak at an appropriate volume 7.  Watch body language 8.  Show sincerity 9.  Be easily approachable 10.  Practice, practice, practice!! ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
Your  Elevator  Pitch   ü Your  name  and  company   ü A  brief  but  compelling  statement  about   your  product’s  or  service’s  value  or  benefit   as  it  relates  to  this  person     ü A  concise  descrip<on  of  your  product   ü A  statement  that  reinforces  your  credibility   –  offers  proof  of  your  unique  exper%se  OR   ü A  statement  about  what  makes  your   product  or  service  unique     ü Your  personal  energy  and  passion   23   Let’s  prac<ce:  2  minutes  per  discussion!!   That’s  1  minute  PER  PERSON   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
What  did  you  learn?   Who  Stood  Out?   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
NOW:  Tell  Us  YOUR  Story…   Thank  You!   See  ya  Nov.  1       Applica%ons     for  the  Pitch  &  Pizza   Compe%%on  are  due     Monday,  Oct  28  at  5  pm     Bu.edu/entrepreneurship   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976

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BU E-Club - Winning Elevator Pitch

  • 1. Crea%ng  a  Powerful  Elevator  Pitch   October  24,  2013     Beth  Goldstein   Beth  Goldstein   ü  Business  Growth  Consultant     and  Founder  -­‐  Edge Institute   ü  Director,  BU  New  Venture  Compe<<on   Entrepreneurship  &  Marke<ng   Educator     ü  Published  Author  &  Trainer   Small  Business  Growth   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 2. Expanding  Your   Brain  Power   •  Ac<vely  Par<cipate   •  Write  things  down   •  Make  connec<ons   3   Ensuring  Your  Message  is  Received   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 3. Percep<on  Is  Reality   Lesson: Don’t Let YOUR Message Be A Lizard What’s  YOUR  Brand?   How Are You Delivering Your Message? ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 4. Every Pitch Is A Branding Opportunity Why  It’s  So  Important  to  Get  it  Right   How  do  we  decide  if  we  like     the  person  delivering  a   message?   • Body  language         • Tone  of  voice           • Actual  words   55%   38%        7%   Source: John Daly, U of Texas ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 5. Who’s  Paying  ATen<on   Adults-­‐Typical  ATen<on  Span     15  to  30  seconds   What  did  I  just  say???         How  Do  YOU  Stand  Out:                        Steps   Before  –  During  –  AZer     ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 6. 1.  Before   Know  your  value  proposi%on/benefits       •  Rehearse  what  you  are  going  to  say   PREPARE  FOR     Know  ‘hot  buEons’         or  triggers     (emo<onal  connec<ons)   Power  Posing  –  Increases  Confidence   Increases  testosterone  levels     •  Arms  in  the  air   •  Feet  up  on  your  desk   •  Stand  on  <ptoes  with  arms  up   Source: Amy Cuddy, Asst. Professor, Harvard Business School. 12   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 7. 2.  During     •  •  •  •  Know  your  value  to  the  prospect     Speak  with  confidence     LISTEN  carefully     Ask  relevant  ques<ons       Secure  next  step!!   Benefits •  How do your BENEFITS SOLVE a problem… or create an opportunity? •  “So What Factor” •  What’s In It For THEM? ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 8. 3.  Follow-­‐up       •  •  Update  your  database     Send  thank-­‐you  that  includes:   •  Great  to  meet  you   •  Restate  Needs   •  Next  steps   Do  You   Struggle  to   Get  Your   Message   Across?     ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 9. Body  Language   •  Appropriate gestures help explain •  Demonstrate your passion •  Channel nervous energy •  Stand with confidence and ease Voice     •  •  •  •  Pacing   Inflec<on   Ar<cula<on   Volume       ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 10.   •  •  •  •  Eye  Contact   Impacts  credibility   How  confident  you  appear   Not  a  staring  contest   Cultural  differences      If  you  can’t  “look     someone  in  the  eye”     it  may  hurt  your     chances  for  success!       Facial  Expressions     •  Excitement   •  Interest   •  Sincerity   •  Boredom           ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 11. How  Do  You   Introduce   Yourself     &     Prevent     This     Reac<on?   10  Commandments:  Thou  Shall…   1.  Address the audience’s needs 2.  Make strong eye contact 3.  Be confident 4.  Be clear and articulate 5.  Pace yourself 6.  Speak at an appropriate volume 7.  Watch body language 8.  Show sincerity 9.  Be easily approachable 10.  Practice, practice, practice!! ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 12. Your  Elevator  Pitch   ü Your  name  and  company   ü A  brief  but  compelling  statement  about   your  product’s  or  service’s  value  or  benefit   as  it  relates  to  this  person     ü A  concise  descrip<on  of  your  product   ü A  statement  that  reinforces  your  credibility   –  offers  proof  of  your  unique  exper%se  OR   ü A  statement  about  what  makes  your   product  or  service  unique     ü Your  personal  energy  and  passion   23   Let’s  prac<ce:  2  minutes  per  discussion!!   That’s  1  minute  PER  PERSON   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 13. What  did  you  learn?   Who  Stood  Out?   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976
  • 14. NOW:  Tell  Us  YOUR  Story…   Thank  You!   See  ya  Nov.  1       Applica%ons     for  the  Pitch  &  Pizza   Compe%%on  are  due     Monday,  Oct  28  at  5  pm     Bu.edu/entrepreneurship   ©Marketing Edge Consulting Group. All Rights Reserved. www.m-edge.com 508.893.0976