Going Down? How to Love Your Elevator Pitch

September 1, 2021 - Law Practice Management

What would you say if you randomly came upon someone asking you what you do for work? Will you stumble across your words, or have something coherent to say instead, that even serves to drive new business? If it’s the former, it’s time to develop your elevator pitch.

You know what this is: It’s your thirty second business pitch, theoretically offered up on a short elevator trip, during which you’re compelled to access a new business opportunity. Now, that’s kind of silly, of course: you’re almost never going to secure a business transaction in that short a time frame — and, if you do, it probably won’t be a good one. But, elevator pitches are important for laying down the seeds of potential business relationships, including client acquisition and referral arrangements.

And, if you’re going to try to construct an elevator pitch that works, here are some tips:

Eliminate nonverbals so you can get to the point. What are nonverbals? You know: the ums, ahs and crutch phrases that you use to prop up conversations, which are nonetheless adding nothing to those conversations. It takes some work to eliminate these.
Stick to a unique sales proposition. You’re only trying to sell one idea or concept. Anything else in this time frame is going to confuse your listener.
Develop a good hook. You know how seminal rock songs have an unforgettable hook? Your elevator pitch needs one of those, too. Something that really resonates. Something that is short and pithy, and carries forward the essence of what you do.
Deliver on a call to action. Because you’re not really going to be converting business in thirty seconds, you’ll need to take another step. So, leave your new contact with a ‘call to action’: something that happens next, something that you control. Even something as simple as ‘I’ll reach out so we can schedule a time to get lunch’. It matters less what something you do next, so much as it matters that you do something next. From here on out, you need to stay top of mind.

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If your elevator pitch needs some work, we can help.

The Wyoming State Bar offers free law practice management consulting services through Red Cave Law Firm Consulting.  To request a consult, visit the Wyoming State Bar’s law practice management page, and start running your law firm like a business.