Thanks to Gail who read this article and posted a new attempt at her Elevator Pitch:
“I partner with business owners, leaders and their teams to reduce the hidden cost of conflict in their business by improving communication and performance – which results in happier more productive teams and a healthier bottom line.”
She’s on the right track.
Now it’s time to tighten it up a little.
So here are 3 quick ways she can shorten her Elevator Pitch:
1. Drop the ‘And’
Any time you say “and” in an Elevator Pitch it loses all its punch.
So the first step is “I work with business owners to reduce the hidden cost of conflict by improving communication which leads to better performance.“
But that’s still too long and way too generic…
2. Be More Specific
“Hidden cost of conflict” sounds like something she would say, not her clients. Because I bet that no one has ever approached her to solve their “hidden cost of conflict” problem.
So why do they approach her? What is the hidden cost? Absenteeism? Stalled projects?
How about “I work with business owners to restart stalled projects.”
You’ll notice that this defines “better performance” as “restart stalled projects.” The more specific the better!
3. Focus on the Problem
She’s still giving away too much of her secret sauce. People care more about what she does than how she does it. She improves communication, sure. That’s how she solves their problem.
But she wants her Elevator Pitch to be about the problem itself.
For example: “I eliminate conflict from the workplace.“
“Wow! How do you do that?” someone will ask. That means that they are clear on what she does. Now they want to know the how. And this is when she can talk about a particular team she worked with that used to be in conflict and now is a finely tuned, high-performing team.
That starts a productive business conversation.