What are you doing? This is a common question that many business owners and entrepreneurs are asked, but unfortunately they struggle to explain what they do to attract and retain clients or customers. In business, representation in various forms will be necessary and necessary to start or scale. You want to be prepared and polished when you present your product or service to others in a way that is clear, concise and compelling.
The number one pitch every entrepreneur needs to master is the elevator pitch. I also call this a verbal business card. When you tell prospects what you do, they go from interested to invested in working with you after just one conversation. Here are four ways to transform your elevator pitch from average to amazing.
#1 Use fancy language
Use rich words, NOT weak words, when explaining what you do for others. I call the weak words Discount Dialect and the rich words Luxury Language. Weak words include words like “Help, Simple, Affordable, Small, etc.” This diminishes the value of what you have to offer as a business owner. Instead, use Luxury Language in your elevator pitch. For example, say “I help (leverage, partner, or advance”) instead of “I help people in business.”
#2 Focus on the results you deliver.
When presenting, focus on the benefits of your business. This can be achieved by letting the customer or client know the results of working with you before they pay the invoice or swipe their credit card. Instead of saying “I’ll be your accountant,” including how these services benefit the client or client. For example, you could say “Once you hire me as your account, in just 90 days I’ll show you where you’re losing money and how you can maximize the money you’re putting in to lower your IRS tax bill by 20%.”
#3 Be clear, concise and persuasive
Your job as a business owner is to attract and retain the attention of customers and clients. When sharing your presentation, make sure it’s easy to understand, short, and memorable. A huge mistake entrepreneurs make when presenting their pitch is that it is too long or unclear about what they actually do, causing confusion for the customer or client, resulting in them not being interested in their product or service.
#4 Move beyond your title and focus on the transformation you provide to clients or customers.
Get out of the habit of giving people your title when they ask what you do. Too often business owners say “I’m a consultant (entrepreneur or accountant)” and get turned down for business opportunities because the title is too vague or generic to spark interest. Instead, share your transformation. Instead of saying “I’m an accountant,” say “I make numbers easy for entrepreneurs to understand so they can make data-driven decisions that grow their businesses globally.”
Quinn Conyers is an energetic presenter, engaging keynote speaker and entrepreneur. She has won and coached others to win over $400,000 in business pitch competitions and has made it to the 2nd round of Shark Tank auditions 4 times.
This article is featured in the 2022 edition of The Daily Record’s Small, Minority and Women-Owned Business Empowerment Resource Guide, published on September 23. Published in conjunction with the Governor’s Office of Small, Minority, and Women’s Business, Expanding Opportunities explores diversity, entrepreneurship, and innovation in Maryland’s small business community. Read more from Expanding Opportunities or read the digital edition.