What's Your Business? The Art of An Elevator Pitch

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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.
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  • 1. Sigma Free Presents… What’s Your Business?  The Art of An Elevator Pitch Tuesday, June 15th, 2010 Sigma College of Small Business 6611 Jefferson St., Ste. 103 Haymarket, VA  20115 Provided by Sigma College of Small Business, Inc.
  • 2. Agenda Introductions Keynote Topic What’s Your Business? The Art of An Elevator Pitch 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. 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. 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. 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. 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. 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. 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 Tuesday, June 15th, 2010 Sigma College of Small Business 6611 Jefferson St., Ste. 103 Haymarket, VA  20115 Provided by Sigma College of Small Business, Inc.
  • 10. 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. 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. Sigma College of Small Business • Upcoming SigmaFree Classes Critical Business  – 6/22 – Setting the Course! Build Your  Areas Business Strategy Strategy and Planning • Focus Workshop Marketing and Sales – 7/13 – Leveraging the Online Social  Accounting and  Finance Network Operations and  • 10am – 2pm, $199 Quality Leadership and  Administration Technology and  Innovation Dedicated to the Learning Needs of Small Business! Copyright 2010 Sigma College of Small Business, Inc. 12
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