How to Craft an Elevator Pitch (& Stand Out from the Competition)

There’s a common mantra in the travel advisor community that this industry is built on collaboration, not competition. While it is certainly true that there is a huge demand for professional travel advisors right now, the reality is that every business needs a clear value proposition to stand out.

This is where the elevator pitch comes in. An elevator pitch is a brief introduction of a person, business, or idea that is typically around one minute long and crafted to create interest. The term comes from the idea that you could deliver this “pitch” during a typical elevator ride. For travel advisors, the elevator pitch summarizes what services you offer — ideally in a way that sparks further conversation.

Creating an effective elevator pitch can be challenging. To work, these statements need to be clear, concise, and compelling, while also feeling natural (i.e. not a rehearsed sales pitch) and authentic to one’s brand. It takes work, but it’s worth it: having a ready pitch turns every chance meeting into a potential client lead.

At this year’s Travel Market Place Toronto event, Betsy Goldberg, senior corporate communications director at Travelsavers, led a breakout session on the subject, titled “Perfecting Your Elevator Pitch.” In the workshop, Goldberg shared practical strategies for crafting a pitch that communicates an advisor’s unique value, builds credibility, and leaves a memorable first impression.

“Your goal with an elevator pitch is to invite the conversation to continue,” said Goldberg. “Anytime you’re meeting someone new, that is a chance to gain a client.”

The presentation focused on how to craft an elevator pitch and the best opportunities to use one to attract more clients.

“It’s going to help you stand out in a crowded field against the competition,” she said. “It’s actually not about you… It’s about the potential client, what problems they’re facing and why you are uniquely suited to solve their problems.”

The Basic Elevator Pitch Template

Goldberg broke down the basic elevator pitch into a six-part template she created: hook, introduction, problem, solution, value proposition, and call to action.

The hook grabs the listener’s attention. This is followed by introducing who you are, identifying what the listener’s problem is, then offering a solution. The value proposition is where you differentiate yourself, and the call-to-action statement to invite the audience to continue the conversation.

“The hook can be a question or a statistic. It can even be a one-sentence story,” said Goldberg.

Goldberg suggested advisors craft a solution that identifies a common travel problem — such as lacking time ot plan a trip or having complex travel needs — and keep the solution direct and simple. The value proposition is where you prove your credibility and interest.

“Be very informative, factual, [and] straightforward. Do not promote, do not sell, do not market your value proposition,” she advised.

When crafting your individual elevator pitch, Goldberg suggested asking yourself a set of questions, like “why do you love selling travel?” and “what makes you stand out?” Identifying these specific aspects of your business can be helpful for writing a compelling and accurate value proposition for your pitch.

“Think about, ‘what do I get compliments on?’ ‘What do my customers praise about me?’… ‘Do I know [what] my superpowers are?'” she suggested.

How to Best Use Your Elevator Pitch

The classic scenario for delivering an elevator pitch is, of course, when riding an elevator — but there are countless other situations where this pitch can be an effective sales tool. This includes in-person chance meetings, as well as more structured scenarios (e.g. appearing as a travel expert for a local news segment; speaking at a professional development event) and even in writing (e.g. social media content).

The trick with using your elevator pitch effectively is to speak confidently yet naturally. Goldberg suggested advisors rehearse their pitch, and — if feeling brave enough — consider recording themselves in order to watch it back and look for areas to improve.

Goldberg identified three key areas to focus on while practicing the elevator pitch: being clear (i.e. easy to understand, no jargon), concise (roughly a few sentences), and confident.

“You always want to use simple, conversational language that’s easy for anyone … to understand,” Goldberg said. “Be yourself… Your confidence will shine through, and people will trust you.”

Another tip is to tailor your message to your audience and the situation. Goldberg suggested creating several elevator pitches that can be used for different travel “problems” and different situations. For example, an advisor might have one pitch for people who don’t want the hassle of travel planning and another for clients with accessibility needs.

In terms of mistakes to avoid, Goldberg flagged a few common issues that could undermine an elevator pitch. The first is speaking too quickly or sounding robotic and/or unnatural. The second is sounding too “salesy” — your elevator pitch is meant to introduce your unique value, not come across as an impersonal sales presentation. Finally, Goldberg warned about forgetting to include a call to action that invites the listener to continue the conversation.

Ultimately, an elevator pitch is not about memorizing a script or cramming in as much information as possible; rather, it’s a chance to put your best foot forward as a travel advisor, opening the door for future conversations and, potentially, future bookings.