Ever go somewhere and have someone ask you, “So, what do you do?” Every day, right? Did you know your immediate response to this question might determine whether or not you will be working with this person or obtaining referrals from her in the future? This exact situation, which occurs nearly every day in our lives, requires us to have what would be called up North your “Elevator Pitch.” Here in Southwest Florida, where elevators are few and far between, we call it the “30 Second Commercial.” Studies have shown that you have 30 seconds in which to create a positive first impression upon someone. This is why we need to practice and develop what we say about ourselves in those initial 30 seconds.Your answer to “So, what do you do?” must be not only short, but also clear so that the person to whom you are speaking can understand it well enough to be able to describe you to someone else. If the people you meet are not able to easily understand what you do they will never be able to refer others to you, and that is what networking is all about. Your elevator pitch should include not only what products or services you sell but: who your clients are (your market); what differentiates you from other like companies (your competitive advantage?); and, the goals for your business (what you want to achieve?). Practice your pitch to make sure it is effective and doesn’t sound too rehearsed. Remember that you have 30 seconds to make an impression, make sure you give them a reason to remember you.

About the Author: by Kim Spiker, Salomon Smith Barney