Creating an Elevator Pitch For Your PT Business
Have you ever been in a situation where someone has asked you what you do for a living and all youâve been able to come out with is I’m a personal trainerâ? Have you ever thoughts that by simply saying all you are is a personal trainer you have sold yourself short? This is the importance of what we call an elevator speech or elevator pitch.
Iâm going to discuss what an elevator speech is, why itâs good to have one and also provide some strategies and ideas about how to put one together as well. So first of all, what is an elevator speech and why is it important for you as a personal trainer?
An elevator speech is a brief pitch that you use to spark interest in what you do. It communicates who you are, what you do and how you can benefit another company or in regards to a personal trainer how you benefit other people. This can include what you specialise in and your value proposition, or unique selling point.
An elevator speech is typically about 20 – 40 seconds, the time it takes people to ride from the top to the bottom of a building in an elevator, hence the name elevator speech. You would normally use your elevator speech when someone asks you what you do for a living.
So, why is it important to have an elevator speech? By having an elevator pitch prepared it eases the anxiety of having to interact with someone new, or someone important that could benefit you or your business. It also prevents you getting caught off-guard when someone asks âWhat do you do?â and having a thorough, quick response that really capsulates what you do for a living.
Often an opportunity may arise where you meet someone who could become a client or could benefit your business in some way and you need a quick way to not only describe what you do, but describe it in a professional way where the person youâre speaking to is left wanting to know more.
By preparing an Elevator Pitch not only do you have a script ready for whenever the opportunity arises, it organises your thoughts and allows you to put together a solid description of the key points of what you do and the benefits you provide. 30 seconds isnât a long time, so making sure you include the points thatâll sweep someone off their feet is crucial.
So now that you know what an elevator speech is and why itâs important, letâs look at the ways in which you can put one together for yourself and your business.
First of all, start with a statement about a problem that you solve.
You donât want to come out with simply, I am a personal trainer. You really need to start with a powerful statement about what you do and how you solve a specific problem.
So think about your clients, do you have a specific type of client that you train, is there an area in which you specialise that you can describe? Start with a powerful statement about the problem that you solve.
An example of this could beâ¦â¦â¦I specialise fitness and body transformation with men aged between 20 and 40 who are struggling with their weight and overall health, and looking to improve their fitness, lose weight and transform their body.
The next thing you want to add to your elevator speech is how you go about solving the problem
So an example of this could beâ¦â¦â¦â¦..I do this by introducing a customised healthy eating nutrition plan combined with specific weight and cardio training to maximise their results in the shortest time possible.
You want to then include your unique selling proposition? This might include your qualifications and results that you have been able to achieve. So again, an example of this could be, âIâm also a qualified nutritionist with specialised training it rapid weight loss and muscle growthâ.
So the end result of this example elevator speech would be:
I specialise fitness and body transformation with men aged between 20 and 40 who are struggling with their weight and overall health and looking to improve their fitness, lose weight and transform their body.
I do this by introducing a customised healthy eating nutrition plan combined with specific weight and cardio training to maximise their results in the shortest time possible.
Iâm also a qualified nutritionist with specialised training it rapid weight loss and muscle growth.
As you can see, it packs a lot more punch than simply âIâm a personal trainerâ. Itâs targeted, specific and if the person you are speaking to fits into that demographic, they will be left wanting to know more.
In order to really master your elevator speech, here are my top 4 tips for really nailing it. The first one is:
- Write it down:Â Identify your career goal, understand what you do, and work out what your unique selling point or USP is. Outline your client demographic that you can use in your elevator speech and get it all down on paper first. Use bullet points to record the information you want to include. Then pull it all together into two or three sentences.
- Use the Kiss principle: Keep it simple stupid.Â The KISS acronym really applies to elevator speeches. Donât try to repeat your resume, your aim is to grab your target personâs attention and get them interested in you.Â Remember it needs to be short, sharp and attention grabbing, leaving people wanting more.
- Refine and perfect.Â You wonât get it perfect the first time. Your elevator speech needs to be rewritten and refined many times. Read it out loud and record yourself on your smartphone to check that it flows. Time it as well to ensure that you have really nailed the 20-40 second pitch.
- Practice makes perfect. Try pacing up and down in your hallway or repeating it in the shower. And then, try it out on others. Test it on your significant other, a work colleague or family member once you have it down pat. If you donât get them interested in the first 15 to 20 seconds you need to keep working on it. You want to get to the stage where if someone asks you what you do, it simply rolls off the tongue and it leaves them intrigued by the end.
So, thatâs how you put together your elevator speech. Remember, get it down on paper, refine it, practice and perfect it. You never know when itâs going to open the doors to new clients or opportunities.
If youâd like to learn more about how to build your personal training business, CLICK HERE and see what the TOP personal trainers in the industry are doing to rapidly grow their PT business faster.