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Practice Management > Building Your Business

You have only seconds to make your pitch

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Your elevator pitch is a fundamental component of your insurance marketing efforts. Does yours succinctly summarize your agency, products and services? Does it include your unique value proposition? Can you deliver it within 30 to 60 seconds? Because developing a great elevator pitch is harder than it seems, you should take some time to script, rehearse and time it.

Ask the members of your team to tell you their versions of your agency’s elevator pitch. Don’t be surprised if it varies dramatically from person to person. Do these versions adequately describe your value proposition? Do they highlight the products, services and solutions that best showcase your agency expertise? Do the pitches sound even remotely alike?

Your sales and marketing efforts are built on a well-articulated and easily repeatable value proposition. If you cannot communicate your value proposition in less than 30 seconds—or if you stumble when trying to express it—it’s time to write it down, rehearse it and share it with the members of your team. 

Once that’s done, turn it into a 30- to 60-second elevator pitch. Practice makes perfect, so try repeating both of these in monthly management and sales meetings. And remember that your pitch may vary based on different niche markets.

Here are a few best practices for developing your elevator pitch:

Be succinct. 30 seconds is ideal.

Create empathy. Example: “We work exclusively with contractors” or “We work with companies with five to 50 employees.”

Go vertical. It’s easier to differentiate yourself with a vertical pitch.

Be different. Everyone says “save money” and “great service.” What are your top three, unique differentiators?

Transfer enthusiasm. Show how excited you are about your products and services.

Close with a call-to-action. What’s the next step for your prospect?

Here’s a sample pitch:

We’ve been helping trucking companies with insurance and risk management needs for over 50 years. Everyone at our agency is a trucking fleet expert in areas including CSA, specialty cargo, certificate fulfillment and owner-operator services. Because of our access to extensive markets and deep industry expertise, we’re able to provide creative coverages at the best possible rates and help protect your bottom line. We know trucking insurance is one of your biggest costs, and our creative approach will help meet your unique requirements. Can we set up a 15 minute meeting to discuss your specific needs?

You might decide to include industry jargon to convince prospects of your expertise. Or your might highlight your most important products and services, your top differentiators or your service-centric approach. 

Regardless of what you decide to include in your pitch, it should roll off your tongue effortlessly. Remember, 30 to 60 seconds is all you get to turn that important prospect into your next big opportunity.

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