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Elevator pitch tips: convincing people without a hard sell

Marco Franssen

February 11, 2012

4 min read•675 words

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Over the last year, I've learned and read a lot about convincing people. In this article, I want to share some tricks for writing an elevator pitch and putting those lessons into practice. Oh, it's my first non-technical article, so this is a milestone for me :D.

It isn't always easy to convince someone. Some people just manage to get more things done than others. Part of your ability to convince someone comes from your personality. You need to be confident, distinctive, and kind. This means knowing what you're talking about, daring to show what you've got, and showing interest in the other person.

Some people have to work hard at this, while others seem to do it effortlessly.

To help convince someone, you can write your own elevator pitch: a short story about yourself, your skills, and your ambitions. Writing it down forces you to actively think about it. Don't try to memorize it and repeat it word for word to someone, because you might lose your train of thought. Instead, use it as the main theme for your story.

How do you write your elevator pitch?

Think about your intent

When you're pitching, you need to be quick and clear. The structure of your pitch is important and consists of four parts:

1. Core sentence: I'm … who … (what makes you unique and how you want to be remembered).
2. Explanation: By … 1, 2, 3 … (your talents, skills, expertise, etc.).
3. Example: So I did … (a concrete example that someone else can picture).
4. Core: So if you are looking for someone who … (a repetition of the core).

Credibility

You can say you're good at everything, but that isn't appealing or credible. Ask your friends and colleagues what they consider your talents, and use those talents to convince others. For example: "I'm happy with the compliments from … (colleagues, friends) about …"

Cliffhanger

Keep your story short and don't explain everything. Make the other person curious and enthusiastic by telling them what you have to offer. End with a cliffhanger that makes your audience want to know more about you. When you manage this, you're 90 percent of the way to convincing them.

Make the other person feel important

Do some research on your audience. Write down why the other person matters to you, then explain it with a good reason. Think about their expertise, network, or vision, for example. You could say: "I admire your expertise and knowledge about …"

Ask for a 'Yes'

It's easy to get a 'No', but thoughtful questions can help you get a 'Yes'. People like to give advice. Try to draw on the other person's ideas and network: don't ask for a job; ask for advice. For example:

• Don't: "I'm looking for …, do you have this job for me?"
• Do: "I'm looking for …, can you advise me on this?"

Being unique sparks interest

It's important to explain your unique selling point. If you don't have much experience, you probably still have plenty of ideas, friends or followers, and energy. Don't forget to think about your education, hobbies, missions, associations, memberships, innovation, vision, and personal style.

Explain what you can offer

Translate your qualities into what you can offer the other person. For example, you could say, 'You are a specialist in design patterns and know how to apply them'. But it's better to explain the benefit: 'You are a specialist in design patterns, and this improves software quality and maintainability'.

Have guts

To pitch yourself, you really need some guts. Pitching is about a friendly manner and your individuality, not authority.

I hope you found these tips helpful. Please share this article with your friends and colleagues. Oh, and don't hesitate to give me feedback of any kind on my article.