We’re going to need a bigger elevator

If I had a pound for everytime I am asked what our “elevator pitch” is, I’d not need to be pitching anymore.I’d be out buying a yacht, that out trumps the Sheikh that just bought the yacht, that out trumps Roman Abramovich.

The “elevator pitch” concept is a much overused expression which, in simple terms, is asking you to say what you do, in simple terms. Ahem.

It goes like this. You walk into an elevator. You meet someone who asks you what you do as a business. You sell it to them succinctly.

That has never happened to me in an elevator.

Usually I get in, it whiffs a little, I avoid eye contact with everybody in there, I get annoyed because I can see other floors (before mine) have already been pressed and I just want to get out as fast as I can.

I also don’t remember the last time I got in an elevator in the hope that somehow the stars had collided and I was standing beside the Head of Digital for Coca Cola, Apple or some other cool brand.

It’s usually a tourist.

Or a busy shopper.

Or a Mum with 3 kids all fighting for the buggy.

But I get the idea of gearing yourself up to deliver a killer sales pitch in a short period of time. (In fact I’ve got plenty experience of doing just that).

The question is how long does it take to get the message over?

I met a brilliant marketeer yesterday who I hope will one day become a client (I’m talking about you Kirk Hullis). And he said when he gets the “speed pitch” scenario, he finds it’s an effective way to immediately reject agencies you would never want to work with – rather than picking the one you do want to.

But a lot can happen in a few minutes together in a room (any room) with a prospective client. And it is of paramount importance you are memorable.

For all the right reasons.

Can you create an instant connection?

The success in that pursuit largely comes down to energy, personality and, as Simon Cowell would say, the X Factor.

Now, he’s a man with a big boat.

PS Do not get me started on “tissue” meetings.