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Perfecting your elevator pitch
You bump into your dream client unexpectedly – are you stuck for words? Mumble your name and something about being an architect? Or do you launch into an eloquent self-introduction which leads to getting the diary out to set up a meeting?
Effective and succinct communication is one of the most important marketing skills for an architect – especially when meeting a potential client for the first time. Being able to sum up the unique aspects of their architectural service in a way that excites others should be a fundamental skill for practice owners. In business circles, the quick presentation of what a company does is known as the ‘elevator pitch’: imagine the lift door opening and for the time between floors he is your captive audience.
When I conduct a business review of an architectural practice, I always ask each senior manager how they would decribe their firm and I listen carefully to the words they choose. Their answers reveal a great deal not only about their individual ambitions but also which values are shared. However the message is not always consistent which is why in larger practices time should be spent as a group to agree what message to get across. Frequently the words used like ‘modern’ and ‘contemporary’ are too vague to be impactful – others like ‘quirky’ could have negative connotations.
10 Top tips for a great 'elevator pitch':
1. Start with a provocative question or statement which will capture the interest of your audience
2. Be concise: 80 – 150 words or 60 seconds
3. Avoid clichés and hyperbole: don’t go on about how ‘good’ you are or how ‘all projects are on-time and on budget’. Think about what a potential client most wants to hear. Brainstorm with colleagues to ensure a consistent message.
4. Reveal a unique characteristic: what makes you different from the competition
5. Don’t forget to mention your name and the name of your practice
6. Don’t be shy: hand over your business card – most people are bad at remembering names
7. Ask for something: do you want their business card, to schedule a full presentation, to ask for a referral?
8. Rehearse your pitch: it needs to come easily and naturally and you need to practise to get in all the relevant points. Practise in front of a mirror and colleagues.
9. Adapt your pitch: if you know anything about your audience - use it! Listen to their responses.
10. Be passionate: enthusiasm is contagious.
You can use the same approach for your improving the words on your website homepage, promotional leaflets and brochures.
Here is my current pitch – what do you think?
“Do you need help you to make your business more successful?
My name is Lucy Mori and I work exclusively with architects - how to run their business and how to be more profitable. Mainly writing a business plan, business development and marketing.
Effective and succinct communication is one of the most important marketing skills for an architect – especially when meeting a potential client for the first time. Being able to sum up the unique aspects of their architectural service in a way that excites others should be a fundamental skill for practice owners. In business circles, the quick presentation of what a company does is known as the ‘elevator pitch’: imagine the lift door opening and for the time between floors he is your captive audience.
When I conduct a business review of an architectural practice, I always ask each senior manager how they would decribe their firm and I listen carefully to the words they choose. Their answers reveal a great deal not only about their individual ambitions but also which values are shared. However the message is not always consistent which is why in larger practices time should be spent as a group to agree what message to get across. Frequently the words used like ‘modern’ and ‘contemporary’ are too vague to be impactful – others like ‘quirky’ could have negative connotations.
10 Top tips for a great 'elevator pitch':
1. Start with a provocative question or statement which will capture the interest of your audience
2. Be concise: 80 – 150 words or 60 seconds
3. Avoid clichés and hyperbole: don’t go on about how ‘good’ you are or how ‘all projects are on-time and on budget’. Think about what a potential client most wants to hear. Brainstorm with colleagues to ensure a consistent message.
4. Reveal a unique characteristic: what makes you different from the competition
5. Don’t forget to mention your name and the name of your practice
6. Don’t be shy: hand over your business card – most people are bad at remembering names
7. Ask for something: do you want their business card, to schedule a full presentation, to ask for a referral?
8. Rehearse your pitch: it needs to come easily and naturally and you need to practise to get in all the relevant points. Practise in front of a mirror and colleagues.
9. Adapt your pitch: if you know anything about your audience - use it! Listen to their responses.
10. Be passionate: enthusiasm is contagious.
You can use the same approach for your improving the words on your website homepage, promotional leaflets and brochures.
Here is my current pitch – what do you think?
“Do you need help you to make your business more successful?
My name is Lucy Mori and I work exclusively with architects - how to run their business and how to be more profitable. Mainly writing a business plan, business development and marketing.