Segal School of Business Simon Fraser University 500 Granville Street. Vancouver, British Columbia, Canada V6C 1W6 Phone: +1 (778) Web: E RIC G EDAJLOVIC BUS 714 Elevator Pitches

What is an Elevator Pitch? An elevator pitch is an overview of a product, service, person, group, organization or project and is often a part of a fundraising, marketing communications, brand, or public relations program. The term "elevator pitch" reflects the idea that it should be possible to deliver this sort of message in the time span of an elevator ride, or approximately thirty seconds to two minutes Other Applications… –Getting a job /promotion –Negotiating with supervisors / co-workers /supervisees / Suppliers –Selling a product / service / idea –Toasts / public speaking

Crafting an Effective Elevator Pitch Why such a compressed message length? –Forces one to distinguish between essential, less essential and non-essential elements –Requires the synthesis of elements into a tightly packaged message –Time constraints / Attention Span You have a short time to grab someone’s attention and have them decide whether or not to take you and your message seriously.

Your Objective Questions to Consider 1.Why am I going there? 2.What do I want to achieve? 3.Why do I want to have the conversation? 4.Why do I want to meet this person? 5.Why do I want that interview? Your goal, purpose or destination. It is why you are there. You need a single clear-cut objective. Every element of your message should be directed towards achieving that single objective. You don’t have to make your objective obvious to others, but you do need to stay focused on it yourself. Based on Milo Frank’s “How to get you point across in 30 seconds or less.”

Who’s Listening? Questions to Consider. 1.What do they care about? 2.What do they consider to be of the utmost importance? 3.Why should they give me what I want? 4.What’s in it for them? 5.What one thing more than any other will get a favourable reaction from them? Go to the right person / people --- those who can give you what you want. Know as much as possible about the person/ people you will be talking to. Based on Milo Frank’s “How to get you point across in 30 seconds or less.”

The Right Approach Questions to Consider 1.What’s the basis of my game plan? 2.What’s the heart of what I will say? 3.What’s the single best statement that will lead me to what I want? 4.Can I comfortably build a case around this statement? 5.What other statements fit within or relate to this one? 6.Will this statement relate to the needs and interest(s) of the listener(s)? The single thought or sentence that will best lead you to your objective --- the strategy or game plan. The right approach takes into account the needs and wants of your target listener(s) and keeps you focused with respect to your objective. Based on Milo Frank’s “How to get you point across in 30 seconds or less.”

The Hook Questions to Consider 1.What’s the most unusual part of your subject? Can you reduce it to one sentence? 2.What’s the most interesting and exciting part of your subject? Can you reduce it to one sentence? 3.What’s the most dramatic part of your subject? Can you reduce it to one sentence? 4.What’s the most humorous part your subject? Can you reduce it to one sentence? 5.Will the potential hook lead to your objective? 6.Will the potential hook excite or interest your listener(s)? 7.Can the hook be used at the start of the message? A statement, prop or anecdote used specifically to attract attention. Something that allures, tempts, enchants, attracts … your listener(s). Based on Milo Frank’s “How to get you point across in 30 seconds or less.”

Your Subject Questions to Consider What am I talking about? Who is involved? Where is it / will it be? When is it / will it be? Why is it? How do I do it? Does the subject… reinforce my objective? relate to my listener? correspond to my approach? The subject explains and reinforces your objective and relates to your listener(s). Should answer the What, Who, Where, When, Why and How questions. Based on Milo Frank’s “How to get you point across in 30 seconds or less.”

The Close Questions to Consider: 1.What specifically do I want the listener(s) to do for me? 2.How do I best ask for it? At the end of your elevator pitch you must ask for what you want. You won’t get what you don’t ask for. Based on Milo Frank’s “How to get you point across in 30 seconds or less.”

Paint a Picture Imagery: Use descriptive and evocative words that your listener will remember. Clarity: Use clear and simple language your listener(s) will understand. Personalization: Use personal stories to illustrate a point that your listener can relate to. Emotional Appeal: Touch the heart of your listener(s) so that they are more receptive to your message. Imagery, clarity, personalization and emotional appeal will give power and memorability to your message. “Hamburger” versus “ Fresh – never frozen – 1/3, 1/2, 2/3 or 1 lb.100% All-American, premium-cut, vegetarian-fed beef born and raised on a handful of ranches only in the U.S.A. Grilled to order and placed atop our scratch baked bun ready for you to pile it high at our market fresh produce bar..” Based on Milo Frank’s “How to get you point across in 30 seconds or less.”

Delivery A Pitch Delivery Checklist 1.Make sure your facial expressions (smile) are sincere and appropriate looking. 2.Strive for positive vocal qualities. –animation, enthusiasm, variety, informality and sincerity. 3.Make sure your appearance conveys the message you want to send. 4.Prepare and rehearse, but don’t memorize or read your message ---strive to appear spontaneous and natural in your words and movements. 5.Establish credibility in your words and appearance. 6.Know when to stop! First impressions are lasting. How you deliver your message is as important as the message itself.. Based on Milo Frank’s “How to get you point across in 30 seconds or less.”