Elevator pitch: Definition, setup, examples and tips

Why you should master an elevator pitch

An elevator pitch is a short and concise introduction to an idea, product, or person. The goal is to arouse the interest of the other person within 30 to 60 seconds and to create a basis for a more detailed conversation. Originally from the business world of Hollywood, the term has since become an important tool in sales, marketing, networking and the application process. In this article, you’ll learn what an elevator pitch is, how to set it up perfectly, its benefits, and how to adapt it to different situations. We will also show you examples of successful elevator pitches and give you valuable tips for your short presentation.

What is an elevator pitch?

An elevator pitch is a short and persuasive presentation that is designed to be delivered during a short elevator ride – that is, in about 30 to 60 seconds. The goal of an elevator pitch is to present an idea, a product, a service or oneself in such a concise way that the interest of the audience is aroused/stirred. The elevator pitch is not intended to give a complete presentation, but to generate curiosity and pave the way for a further conversation.

Where does the term elevator pitch come from?

The term “elevator pitch” has its origins in the Hollywood film industry of the 1980s. Screenwriters used short elevator rides to convince film producers of their ideas. Since the time in the elevator was very limited, they had to tell their stories in an extremely compact yet captivating way. This technique quickly gained traction in the business world and became an essential tool in sales and marketing. Today, the elevator pitch is used in many areas to convey complex information clearly and concisely.

For whom is an elevator pitch relevant?

An elevator pitch is relevant in many situations and industries. It is particularly important for:

• Entrepreneurs and start-ups: To convince investors or win business partners.
• Sales and marketing: For a short and concise presentation of products or services.
• Career starters and job changers: For self-presentation at job interviews or networking events.
• Executives and managers: To present new projects or ideas to stakeholders.
• Freelancers and creatives: To convince potential clients of their skills and services.

Whether at trade fairs, network meetings, job interviews or sales pitches – a well-prepared elevator pitch can open doors and create new opportunities.

What are the benefits of an elevator pitch?

An elevator pitch offers numerous benefits:

• Time saving: In just 30 to 60 seconds, the essentials can be summed up.
• Clarity and focus: The pitch forces you to present yourself or your idea precisely and understandably.
• Arouse interest: A successful elevator pitch generates curiosity and can motivate the interviewer to continue the conversation.
• Flexibility: The pitch can be flexibly adapted to the target group and the respective situation.
• Memorability: A creative and well-structured pitch stays in the listener’s memory.

Through its concise and persuasive presentation, an elevator pitch can help make business contacts, initiate sales talks, or improve career opportunities.

How to achieve the perfect elevator pitch

A convincing elevator pitch follows a clear structure:

1. Attract attention

   At the beginning, the attention of the audience should be won. This can be achieved by making an interesting introduction, for example with a question, surprising statistics or a provocative statement.
   Example: “Did you know that 70% of start-ups fail because they don’t address their audience properly?”

2. Introduction of the person or company

   This is followed by a short and concise introduction of oneself or the company. The aim is to convey clearly and comprehensibly who you are and what you do.
   Example: “I’m Max Müller, founder of SocialBoost, a platform that helps small businesses double their reach on social media.”

3. Name the problem

   Now the problem that is solved with your own product or service is explained. The problem should be described in such a way that the interlocutor recognizes its relevance.
   Example: “Many small businesses struggle to reach their target group effectively because they lack the time and knowledge for successful social media marketing.”

4. Present the solution

   Then, the solution to the described problem is presented. A clear and concise wording without going into too much detail is key.
   Example: “SocialBoost offers an intuitive platform with ready-made social media strategies and automated postings so that companies can achieve more reach – without much effort.”

5. Highlight benefits

   In the next step, the concrete benefit or advantage that the solution offers is presented. Numbers or success stories can emphasize the significance.
   Example: “Our customers were able to increase their visibility on social media by up to 150% in just 3 months.”

6. Call-to-action

   At the end, the pitch should end with a clear call to action, for example an invitation to a further discussion.
   Example: “Let’s talk about how your company can also benefit from SocialBoost.”

Examples of successful elevator pitches

Example of start-up (product presentation)
“Hello, I’m Anna Schneider, co-founder of GreenPack, a sustainable packaging solution for online retail. Many companies are struggling with rising costs and the environmental impact of single-use plastic. With GreenPack, we offer an environmentally friendly, reusable alternative that not only reduces waste, but also saves costs. Our customers have been able to reduce their packaging costs by up to 30%. Let’s talk about how we can help you become more sustainable too.”

Example of application (self-presentation)
“Hi, I’m Paul Meier, a marketing specialist with more than 5 years of experience in digital customer acquisition. In my last position, I increased the conversion rate by 40% by implementing innovative social media strategies. Now I am looking for a new challenge to further expand my knowledge in a dynamic company. I’d love to learn more about your marketing goals and see how I can help grow your team.”

Conclusion

Uwe Schmidt, CEO of the German PR agency Industrie-Contact (IC)

An elevator pitch is a powerful tool to persuade and arouse interest in the shortest possible time. With a clear structure, targeted adaptation to the audience, and regular practice, anyone can learn how to deliver a compelling elevator pitch.

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