Small business owners and sales people are usually very good at summing up the benefits of their products/services in a way that triggers the start of a more in-depth conversation. This skill, also known as "the elevator pitch," has been in practice for many years, and it can pave the road to successful business development – that is, if you have a winning message.

The main purpose of an effective elevator speech is to capture your audience’s attention quickly. Following are some ideas to help you craft a new elevator speech or check if your current one is as good as it can be:

1. Always begin with your name, job title and affiliation

2. Explain your business offer and how your audience could benefit from it – think value or solution to a need.

3. Explain with carefully chosen words what sets your business apart from the competition – what makes you unique, and why should the listener care?