Example of a great pitch
Here’s an example of a solid elevator pitch that proposes selling construction boots over the Internet. Read the pitch out loud and time yourself—you’ll see that it can be done in 60 seconds or less.

“ConstructionBoots.com is an e-commerce website that sells construction boots on a b2c and a b2b basis. Our primary market consists of construction workers, with secondary markets including other individuals and companies in the construction trade. We offer the highest quality products and drive traffic to the site by linking to other websites related to the construction industry. We believe the customer would find purchasing and direct delivery of construction boots through our website easier than purchasing via traditional retail outlets.

We believe we will be the only pure e-commerce construction boot site, but will face indirect competition from traditional brick and mortar b2b retailers who target the trade as well as traditional mass merchandisers. If all goes as planned, we would look to sell ConstructionBoots.com to an industry retailer who sells construction gear.”

Tips for your elevator pitch Betsy Komjathy recommends these five tips for presenting your plan to potential customers:

1. Never open with “What do you do?” It’s a lazy question, and it leads to a dead-end conversation.
2. Listen for clues that tell you how the person looks at the world. The better you understand a potential customer’s experience and values, the better you can customize your pitch.
3. Don’t carry on about yourself. Top business developers are succinct, natural, and compelling: Whatever they say about themselves is relevant to the listener.
4. Don’t be too quick to direct the conversation to business. Chat about a general business topic—perhaps something in the day’s news—before making a segue into your agenda.
5. If someone is disinclined to chat, act accordingly. It’s better to show restraint, to exchange business cards, and to leave a good impression.

From “How to Deliver the Big Pitch,” by Todd Balf. Fast Company, June, 1999.

“Prepare what you’re going to say—don’t wing it! Once you get the material down, and say it out loud, try it in front of your co-workers—but make sure they are able to give (and that you are able to take) criticism.”

Steven Bruner

“I didn’t have time to write you a short letter, so I wrote you a long one.”

Mark Twain