The Value of a Great Elevator Pitch

After more than two decades in government sales, I can tell you that the most valuable currency in the state house is not money, but time. Meetings with legislators and their staff, or even members of the governor's team, are often scheduled for 30 minutes but in reality, you may only have 15 to 20 minutes of their undivided attention. This is why having a well-rehearsed and impactful elevator pitch is not just a good idea, it's essential for success.

I’ve seen too many promising meetings fall flat because of a rambling, unfocused presentation. You need to be able to clearly and concisely articulate your message in a way that resonates with your audience. Here's a simple, three-part heuristic I've developed over the years to craft the perfect elevator pitch:

First, start with what your company does or its main value. Don't get bogged down in technical jargon or a long-winded history of your company. Lead with the most important thing you want them to know about you.

Second, explain how your company is different from the competition. This is your chance to highlight your unique selling proposition. What makes you stand out in a crowded marketplace? Is it your innovative technology, your deep understanding of the local community, or your commitment to customer service? Remember, being different matters more than being better - people remember different. Don’t pitch better without different. 

Finally, and most importantly, tell them why that difference matters. This is where you connect your solution to their needs. How does your unique offering help them achieve their policy goals, save taxpayer money, or better serve their constituents?

But a great elevator pitch is not enough. You must also be prepared with an appropriate ask. After you've made your case, what do you want them to do? Do you want them to introduce a bill, support a budget request, or simply connect you with another key stakeholder? A specific, actionable ask demonstrates that you are a serious and professional partner.

In the fast-paced world of government, you rarely get a second chance to make a first impression. What that means is that practice is essential.  Once you have established your elevator pitch practice it on your partner, friends, family, and even the family dog (note: if they cannot give a reasonable version of your elevator pitch you have not practiced it enough). By following these simple steps, you can ensure that your message is heard, understood, and acted upon.

Good luck - now go win some government business!