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.
