What is Your Business the Elevator Pitch

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The "elevator" pitch has become cliché and ineffective for many small business owners. It oftens expresses what they do instead of the potential value to the listener, and unfortunately wastes a great selling opportunity. By matching the message to the audience, students will learn to create an effective way to communicate their value in any networking setting. The result will be a focused statement that presents your value to that audience.
  • 1. Sigma Free Presents… What’s Your Business?  The Art of An Elevator Pitch Sponsored by: Provided by Sigma College of Small Business, Inc.
  • 2. Sponsored by: Agenda Introductions Keynote Topic What’s Your Business? The Art of An Elevator Pitch Our Sponsor:  Freeman & Sherburne Break – Refreshments and Networking Ask  Questions  Keynote Conclusion Any Time What’s Your Business? The Art of An Elevator Pitch What's Your Business? The Art of An Elevator Pitch 2 Copyright 2010 Sigma College of Small Business, Inc.
  • 3. Sponsored by: Review of the 7 Steps for Choosing the Right Promotion Method Describe Audience(s) • Segment the market • Audience priorities and needs • Buying behavior Audience Promotion Objectives • Desired audience action – now and future • Frequency of response • Response volume Objectives Message • Audience priorities and needs • VALUE proposition Message • General and specific messages Budget  • Investment • Expected return v. cost Budget • Risk Methods • Channels Networking • Mix • Frequency • Set goals for response and measure results Methods Measure the Results Results Follow‐up on Response • Plan for follow‐up – start the sales process Philip Kotler, Marketing Management, 9th Ed. (Upper Saddle River, NJ:  Prentice Hall, 1997), ch20. Follow‐up What's Your Business? The Art of An Elevator Pitch Copyright 2010 Sigma College of Small Business, Inc. 3
  • 4. Sponsored by: Know Your Audience • How Many? – One – Build the conversation • Listen first, then respond in context – Many – Research and fit message to group average or target • New or Recurring? – New – Cover basic core of value – Recurring – Frequency, review, build • Type? – Potential Buyer – Value to customer – Lead Generator – Stimulate referral activity What's Your Business? The Art of An Elevator Pitch Copyright 2010 Sigma College of Small Business, Inc. 4
  • 5. Sponsored by: Objective • Awareness – Audience more aware that you exist and your value • Attitude – Audience builds a more positive attitude towards your business • Behavior – Audience performs a desired action • Arranges follow‐up • Contacts you later • Talks to you during event What's Your Business? The Art of An Elevator Pitch Copyright 2010 Sigma College of Small Business, Inc. 5
  • 6. Sponsored by: General Messaging • Focus! Focus! Focus! – Too many points dull the total impact • Show Value to Listener – It’s not about what you do, it’s about the value you provide • Differentiate – What sets you apart from the others in your field – Multiple levels – independent agents • Provide Visualization Through Examples What's Your Business? The Art of An Elevator Pitch Copyright 2010 Sigma College of Small Business, Inc. 6
  • 7. Sponsored by: Messaging for Lead Generation • Build Credibility – Relationship! – Example ‐ “Yesterday I helped a customer…” • Make Them Sales People for You – They understand the value – Provide situations they can look for • Job change, new baby, starting a business, tax issues – Name specific leads and verticals you want • Focus the “Feature List” – Your Specialties – Features they don’t know, but could help their contacts – Present value – with numbers if possible • Think “We could save you hundreds in 15 minutes” ‐ Geico What's Your Business? The Art of An Elevator Pitch Copyright 2010 Sigma College of Small Business, Inc. 7
  • 8. Sponsored by: Available Time • Name and Company – Loud, Slow and Clear – Add 2‐4 word “clarifier” if it is not clear by  name • Smith, Smith and Smith ‐ full service insurance  agency • 30‐60 seconds – Two, maybe three key points – Repeat brand • The Ten Minute Talk – Build Credibility – Sell them on your value – Make them your sales force What's Your Business? The Art of An Elevator Pitch Copyright 2010 Sigma College of Small Business, Inc. 8
  • 9. Sigma Free Presents… What’s Your Business?  The Art of An Elevator Pitch Sponsored by: Provided by Sigma College of Small Business, Inc.
  • 10. Sponsored by: Value Statement Worksheet Audiences I Face Time Available Key Message Points • Name and  Business • 30‐60 seconds • 5 minutes • 10 minutes Objective • Awareness • Attitude • Behavior What's Your Business? The Art of An Elevator Pitch 10 Copyright 2010 Sigma College of Small Business, Inc.
  • 11. Sponsored by: Value Statement Worksheet Sigma College Example Audiences I Face Time Available Key Message Points • B2B Builders,  • Name and  • Help business owners grow  Leadshare Business their business – Many,  • 30‐60 seconds • By making them better  recurring, lead  business managers gen • 5 minutes • Practical, convenient and  • Business After  • 10 minutes affordable classes Hours – Many, new,  • Programs available pot. Cust. Objective • Valuable sponsor  • Brown Bags • Awareness opportunities available – Many, mix,  • Class topics and schedules mix • Attitude • Credibility Message • One on one • Behavior • Contact Me What's Your Business? The Art of An Elevator Pitch 11 Copyright 2010 Sigma College of Small Business, Inc.
  • 12. Sponsored by: Sigma College of Small Business • Upcoming SigmaFree Classes Critical Business  – 3/9 – Search Engine Optimization and Keys  Areas to Online Marketing Strategy and Planning • Sponsor – Moe Technologies – 3/16 – Using Quickbooks for Better Decision  Marketing and Sales Making Accounting and  – 3/23 – Spread the Word! Get More with  Finance Integrated Marketing Operations and  • Focus Workshop Quality – 3/30 – You Can Leverage the Online Social  Leadership and  Network Administration • 10am – 2pm, $199 Technology and  Innovation Dedicated to the Learning Needs of Small Business! Copyright 2010 Sigma College of Small Business, Inc. 12
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