The Elevator Pitch: Your Partner In B2b Business Transactions

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Every company or person needs a persuasive way to “present” their product or services. That concept is called the elevator pitch. It summarizes the benefits of the products or services you have to offer, your slogan, and even yourself to create interest in what you or your company does. 

When you interact with potential B2B customers and partners, it is critical to get your message across quickly. That’s where the elevator pitch comes in!

A B2B situation is highly dynamic. You only have a few seconds to grab the attention of your audience before they get bored or move on to something else. In this case, a sales pitch would not be a good option. You do not need to present all the features and benefits of your products or services. What you need to do is consider how to spark their interest and open it up for dialogue.

Now, before you start writing your elevator pitch, you should know how this technique works and how to properly execute it: According to, “….These short speeches are nothing more than a conversation, or icebreaker, that will (hopefully) lead to a deeper dialogue about what your company has to offer.” Keep this question in mind when putting together your elevator pitch, “What can you do for me”? Essentially, that is what every prospective buyer or partner hopes to uncover. If it takes too much time or is too complex, they will lose interest. 

If you are creating your business strategy from scratch or just want to update your current one, then you may want to consider these key elements when creating your elevator pitch.

What you SHOULD do:

KEEP IT SHORT. 30 seconds is a long time to speak without being interrupted. Remember, it is NOT a sales pitch, so consider reducing it to 10 seconds instead of 30! 

ADAPT it to the audience. Even if it’s a basic idea, adapt it, so your message reaches each type of audience.

Use CLEAR LANGUAGE. Avoid complicated words. Be direct and concise.

PRACTICE, PRACTICE, PRACTICE. Before you present, make sure to convey the perfect combination of professionalism and energy.

What NOT to do:

It IS NOT a sales pitch. It is a relaxed, conversational introduction that engages the listener and prompts them to act – That is the key. 

DO NOT EXPLAIN complicated topics. Technical or production processes will drive the interest of your audience away.

DO show projections and statistics. Focus on being innovative and unique.

An excellent way to approach your elevator pitch is to create it from a marketing perspective, with the idea that “first impressions matter.” It’s the perfect way to break the ice and start a conversation. 

A successful elevator pitch is one in which the other person sits back and says, “Hmmm, this sounds interesting, tell me more”.

Keep reading our blogs, as we will be sharing more valuable information to help you grow as an entrepreneur.