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