Steal This: Elevator Pitch Scripts for Small Business Owners [TEMPLATE]

You’re at a networking event. Maybe it’s a Chamber of Commerce breakfast, industry mixer, or Zoom call. After pleasantries, the weather, commutes, kids, and vacation; it finally comes around. “What do you do?”

How do you respond? Do you roll out a big “UM…”  before quickly rambling on for three sentences? Or perhaps you’re purposely vague, just stating your title? 

In both cases, you’re caught a bit off guard. You muddle through, but you walk away feeling you could have done better. Then you realize; “Wait, when was the last time I practiced my elevator pitch?!” 

Have no fear. Whether you’re just starting out and want to work out some nervous jitters, or you’re well-established and feel like your business pitch could use a refresh -- we’ve got you covered.

Below we’ll walk you through a template to build your perfect pitch script. You’ll create a message that shows you understand your customers, their problems, and how to address these with your unique business solution. 

Let’s get started.

How to DIY a Compelling Elevator Pitch 

Here's a diy business pitch for either a 10-second or 30-second intro that you can use at your next networking event. Start with the templates and customize them to fit your needs.

The 10-Second Elevator Pitch Template

“I / We + Action word” (help, guide, teach, review, provide, consult with, present, aid, assist, support, grant, give, award, evaluate, assess)

+ Negative emotions being experienced by client (frustrated, furious, overwhelmed, clueless, demanding, frightened, desperate, struggling, angry, concerned, worried)

+ Ideal client/customer type (dog lovers, young adults, chronic pain sufferers, overweight men, homeowners, business owners, brides-to-be, new mothers)

+ “Who want to…” (increase their profits, find an honest plumber, purchase that perfect diamond, find the relief they need, find the best deal)

+ Business solution (discover a process, learn a fast and easy way, create the perfect solution, uncover the best method, determine the number one reason, realize the best course of action, find the dramatic solution, locate the best deal, position themselves, place themselves first, find out everything they need to know)

+ “To /so that they can” + 3 benefits (live a pain free life, build the business of their dreams, finally give the perfect gift, feel they're getting the most value for the money they pay, pay the lowest price, receive the highest value, obtain the best guarantee, receive award-winning service, receive the highest level of expertise at the lowest possible price).

Bringing It All Together Into The Perfect Pitch

Check out this business pitch for a jeweler using the outline above --

"I provide clueless guys who want to purchase that perfect diamond an easy way to instantly assess any diamond, so that they can determine the ones with the highest quality, the lowest price and the boldest customer protection guarantee in the industry."

The 30-Second Elevator Pitch Template

“Do you know how…” + 2 to 3 negative emotions experienced by client (frustrated, furious, overwhelmed, clueless, demanding, frightened, desperate, struggling, angry, concerned, worried)

+ Ideal client description (dog lovers, young adults, chronic pain sufferers, overweight men, homeowners, business owners, brides-to-be, new mothers) are

+ Lingering problem/hot button issue (looking for a repair shop that is honest and fair, searching for a doctor who will spend more than 2 minutes with them, looking for long-lasting and possibly permanent pain relief, looking to buy that perfect "X")

+ “but they” + 2 - 3 major frustrations (have no clue if the price is fair, have no idea what they need, don't know who to trust, have no way to know if they're being lied to or possibly ripped off).

“What I do is…” + Action word (help, guide, teach, review, provide, consult with, present) 

+ Descriptive overview of the solution (tested and proven method, quick and pain-free solution, revolutionary new procedure) 

+ Business solution/desired end-result (immediately attracts more clients, instantly relieves their pain, puts them in touch with the help they need) 

+ “So they can…” + 3 benefits (live a pain free life, build the business of their dreams, finally give the perfect gift, find a contractor that won't rip them off)

Once again, see how we use this pitch template for a jeweler -- 

"Do you know how frustrated and clueless guys are looking to buy their loved one that perfect diamond, but they have no clue if the price is fair or if the quality is high?

What we do is teach them an instant assessment method that helps them buy the perfect diamond, so they can get the highest quality, pay less than half the retail price, and receive the boldest guarantee in the industry."

6 More Small Business Elevator Pitch Examples

As you review the following pitch examples, remember that the speaker clearly identifies the following components: their role, their ideal customer, the customer’s big problem, how they solve for that problem, and the benefits of their solution. 

Pro Networking Tip: Don’t skimp on that last point, the benefits! 

While it might seem obvious to you, often there are secondary benefits that your target customer or client never thought about. Making their life simpler or easier on multiple levels is the type of convincing language that makes your prospect take notice and lean-in. 

Expand their way of viewing the problem and you’ll demonstrate your expertise while making your solution even more valuable.

10-Second Elevator Pitch for Marketing Consultants

“I consult with frustrated and struggling small business owners who want a marketing program that's affordable and easy to execute. I help them implement the exact strategies and tactics they need, so that they can instantly generate more leads, attract more clients, and make more money than they have ever made before.”

30-Second Elevator Pitch for Marketing Consultants

“Do you know how frustrated and struggling business owners are desperately searching for a proven and tested method that will increase their profits in the shortest amount of time, with the least amount of effort, and with the lowest amount of capital and risk?

What (I/we) do is provide them with a step-by-step marketing program that instantly generates more leads, attracts more clients and increases their revenue, so they can make more money than they have ever made before.”

10-Second Elevator Pitch for Dog Trainers

"I provide frustrated pet owners who want their pet to stop their embarrassing public behavior such as jumping on strangers and never getting down when asked.  I give their pet the superior obedience training required, so that pet can relax when they take him or her out in public and the pet owner can take tremendous pride in that pet."

30-Second Elevator Pitch for Dog Trainers

"Do you know how dog owners get frustrated and angry when their dog refuses to obey commands and frequently embarrasses the owner?

What I do is provide fast, expert training for your pets, so they follow your commands to the letter, and I do it with love, care and respect that dog owners truly appreciate and want for their beloved pets."

10-Second Elevator Pitch for Business Attorneys

"I help clueless business start-ups who want to set up the proper legal structure that maximizes their tax advantages, so that they can increase their potential earning power, secure the financial assistance they need, and instantly grow and develop a market dominating business."

30-Second Elevator Pitch for Business Attorneys

"Do you know how most start-up businesses want legal guidance in structuring their business to maximize profits and obtain the financing they need to grow the business they want?

What we do is specialize in helping start-up businesses incorporate properly from the beginning by assessing their current and future growth plans. We ensure they set up the right long-term structure and create a business plan that guarantees they will secure the funding they need within 90 days. We help them establish the foundations for long-term success or we don't charge them for this service."

Parting Advice

When you’re out networking it can be hard to know who is the right audience for your pitch. 

The right audience is everyone. 

While you don’t want to come across as overly pushy, you and your fellow attendees are there to network (barring the backyard barbecue, of course). 

Give a brief overview of what you do and who you’re looking to attract. If they’re your target buyer and considering a solution (the ideal prospect), they’ll ask you follow-up questions. 

If they don’t, that’s okay. They might not be ready yet. Concentrate on making a great first impression. After all, you never know who knows whom. 

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Editor’s Note: This question  “Is Anyone Willing to Share Some Networking Tips?” was answered by Tim Wesley, on August 19th, 2016.  We thought it was so great, that we’ve updated and republished this content. Give Tim a round of applause and connect with S.H.O.C.K. Strategic Marketing.