The 4 W’s and an H of an Elevator Pitch

One way to ensure your employees know how to communicate your company’s message is to develop an elevator pitch. An elevator pitch is an effective way to share your company’s capabilities and unique differentiator.

What?

A simple and quick summary of what your company does and what sets you apart from your competition. With only a few sentences, your employees can paint a vibrant picture in the listener’s head of what your organization does and how you build successful relationships with your customers, community, etc. This statement gives your employees more to say than “we manufacture plastic parts.”

Who?

All employees. Everyone in your organization should understand and be able to communicate what your company does and its unique value proposition.

Why?

An elevator pitch creates a consistent message across the organization. Your employees are true ambassadors of your brand. When asked “what does your company do?” your defined elevator pitch should be consistent. Without a strong message, an interaction can be a missed opportunity.

Where?

An elevator pitch was designed to be recited in a short period of time, like an elevator ride. However, there are numerous other instances when an elevator pitch is beneficial, such as:

  • Sales calls
  • Industry events
  • Networking events
  • Family functions
  • Community events

How?

Start by creating awareness. Then provide the tools. It’s very important to ensure organizational buy-in. Start by asking your employees “what does your company do?” This can reveal if there is a disconnect and how to combat it. Once the disconnect is understood, it’s time to remove it by crafting a tailored elevator pitch that is easy for everyone in your organization to remember.

 Ensuring your organization is being conveyed with a consistent message is very important for a successful brand. Gather your team and make sure you’re all on the same page with a straightforward, simple elevator pitch.

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