Even NON-therapists sales and marketing people hate this term, the dreaded “Elevator Pitch”.
It’s mainly a 10-second introduction of how you as a private practice therapist would introduce yourself if someone asked what do you do, and designed to give a very quick introduction about who you are and what you do if you only have 10 seconds to introduce yourself.
A common sentence that therapists would say:
The problem with this is that it doesn’t really say anything, and the person who asked it wouldn’t know how to apply it to his or her life.
It’s based primarily on speed and fear,
But this creates a lot of unnecessary stress for the therapist introducing themselves, and you get too preoccupied with quickly saying, and often the introduction is fast, unmeaningful and a quick “blip” to get it out of the way.
Its worse when you have to introduce yourself to doctors, GPs, surgeons and other referral sources where you want to make a good impression so that they will refer clients to you.
Ugh. It can be hard.
What kind of first impression do you want to leave on the person who asked you? That being said, I don’t blame you because we weren’t trained at all in such situations.
The proper way to do it is:
#1 Craft your therapy elevator pitch
It’s not a natural process, so it makes sense to plan beforehand and craft it waaaaaaaaay before you even need to use it. If you make something up on the spot, 99.9% of the time you will stumble and not make the kind of connection and impression that you intend to make (applicable to dates, interviews etc).
So when you craft your elevator pitch, break it down to very clear topics, including:
A personal and professional example:
It’s very specific.
The person who’s listening will:
And what happens when they come across a client with wrist injury, who are they going to think of?
That’s right, possibly me.
On the other hand, if all you say is “I’m a physiotherapist and I give one-to-one therapy and help people with pain”, whilst it’s not wrong, it’s not great.
Here’s why: they referrer don’t know who they should send your way specifically, and in the sea of dozens/hundreds of competing therapists, why would they refer to you?
#2 Practice in front of the mirror at least 100 times
With the therapy pitch that you had crafted in step #1 above, now is time to practice in front of the mirror, at least 100 times.
Watch your face, hear your voice and repeat. Make minor adjustments to your therapy elevator pitch to make it sound more natural (audio), look more natural (your facial expression) and the words smooth flowing and not forced.
The more you practice and refine, the better; it’d make it be more natural to you as you internalize and whenever people ask you, it’d come naturally to you.
#3 Practice with your family and friends
Then once you’ve practiced until you’re confident, time to practice with your family and friends. Ask for their help and explain that you need to practice your therapy elevator pitch, and practice with them at least 10x per person, refining as you go along.
This is a good approach because not only will you be able to practice with someone else, but you will also get feedback from them PLUS you will also ingrain in them what you do and specialize in, and in future, they too can naturally be your referral sources.Back to top of page