How do you introduce yourself when you unexpectedly run into a prospective client?

Most professionals either broadly categorize the type of work that they do “I’m an architect and my firm specializes in residential architecture” or they describe their firm with a level of detail that is confusing, difficult to remember and exceeds the listener’s attention span.

Planning a 30-second elevator pitch for surprise encounters with prospective clients can position you to build relationships, broaden awareness of your firm and encourage word of mouth referrals.

The Canadian Bar Association’s Make Your Elevator Pitch in a 30-Second Elevator Speech, by Ann Macaulay, identifies how you can turn this type of small talk into a marketing tool:

Can you sell yourself — and your legal services — to a stranger in only half a minute? Marketing experts say that in this small amount of time, you should be able to give a so-called “30-second elevator speech” that outlines who you are, what makes your services unique, and what you can offer potential clients…

A typical elevator speech should consist of several components: a memorable introduction, the benefits and solutions you provide, and what makes you unique. Your pitch can then be adjusted to the individual, depending on who they are. Define yourself in a way that will elicit interest, such as increasing profits, saving money, specific expertise, prompt service or solving a particular problem. Use whatever sets you apart…

Sample 30-Second Elevator Speeches That Work: “I represent high-net worth individuals who are going through a very difficult time in divorce and they want to keep their kids out of the middle and that’s my specialty. We have a unique position in the market because we specialize in custody and access, for example.”…

Once written and vetted, your elevator pitch can be leveraged even further as a marketing tool if you encourage other members of your firm to adapt it as their own.