Be Confident With A Strong Elevator Pitch For Trade Shows

The first step at a trade show is to capture attention. Once you’ve engaged a potential buyer, you typically have 30 seconds or less to keep them interested and start selling your product. That's why it's crucial to have your elevator pitch perfected before the event. Retail food buyers are experienced and efficient in sales conversations. It can feel intimidating, but preparation will help you feel more confident. Buyers will look for the same key information about your company and your product in a logical process.

• What you sell
• Why it matters
• What makes it different
• A brief version of your brand story

They also want to know that you understand your target customer and that your product will resonate with their audience. The most important aspect of an elevator pitch is clarity. Start simple: first give the ‘what’, then the ‘why’. Stay concise and avoid fancy language or long-winded narratives. Once your message is clear, you can then apply the number one principle of good sales: listening over telling.  Know your pitch and brand inside and out, so you can listen, gather insights, and respond thoughtfully.

Crafting a 60-90 second elevator pitch

1. Introduce yourself: Your name, company name, type of product(s).
2. Explain why your product matters and who it’s for or your niche.
3. Highlight your unique value proposition:  What makes you different.
4. Give a brief narrative of your brand story.

Example: “My name is Karla, my company is Just Crackers. We sell fresh-baked, seasoned artisan crackers.” “We made these crackers for those who crave decadent snacks and appetizers, and would rarely consider purchasing typical boxed crackers. Our products truly taste fresh, like they came straight out of the oven and not out of a box." "I used to make these crackers for my family and friends for seasonal parties and get-togethers. Everyone would comment on the decadent taste experience and how they wished I would make them year-round. I started making large batches and gifting them, then started selling at farmers' markets, and now I have evolved my recipe to the level that I am ready for retail sales.” Tone & Approach Practice your pitch until it feels natural and confident, not robotic. You're sharing your story, focus on hitting all key points, not memorizing word-for-word. Finally, remember that your trade show display draws people in, so your booth's message or theme must be clear. Your elevator pitch is just the beginning- it sets the stage for the conversation and guides what happens next. For more information about your products you should have on hand to answer likely questions from food buyers, check out our blog post: Ready for Retail 

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Farm Food Drink is a team of food research, planning, marketing and training specialists who focus solely on Canadian farm, food, and drink businesses. We provide an integrated, 360 approach and are committed to working alongside our clients as they grow their businesses.