Research the audience. Life and business coach Marla Tabaka suggests that people have 15 to 20 seconds to get someone's attention and perhaps another 30 seconds to make the pitch before the listener decides whether it's worth a few more minutes of his time. Learn as much as you can about the potential clients or employers you might be meeting. Tailor the elevator speech to each client's needs, suggests Aileen Pincus, president of executive-coaching firm The Pincus Group; otherwise you might not get another chance for a long time.
Know your subject inside out. For example, if you are pitching a new service concept, be prepared to demonstrate not only its uniqueness but also how it can potentially add value to businesses. If you are speaking to employers, link your background to their requirements. The elevator speech is not about you, Tabaka suggests, but about the potential employer's or client's needs. Time is of the essence, so do not fill it with frivolous details or your life story.
Prepare the speech. Write it out by hand or on a word processor, even if it is only a minute or so long. The speech should "wow" the listeners, Tabaka advises. Use action words: for example, do not say "I am involved in customizing accounting spreadsheets for small businesses". Instead, say "I customize spreadsheets that help small businesses improve operating efficiencies." Keep the core message to three or four main points, because anything over that might lose the audience. Emotion plays a role in many purchase decisions, but over-hyping or exaggerating a pitch can be counterproductive.
Practice the speech. However, don't sound packaged and rehearsed when delivering it. Engage the person to whom you are talking by encouraging questions, making eye contact and using vocal variety. Don't rush your speech, counsels educator and author Katharine Hansen. Don't talk loudly, even if you are in a crowded conference room. Don't interrupt someone on the phone and turn off all mobile devices when you are in the middle of a sales or job pitch.
Conclude your elevator speech with an actionable request. For example, ask for a follow-up interview or if you could send in a price quotation.
Stay current. Learn about new technologies, changing customer preferences and the evolving competitive environment, and adapt your elevator speech accordingly.