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
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