You arrive at a trade fair. You meet someone. You have 30 seconds — maybe less — to create interest. What's the difference between someone who forgets you in the lift and someone who asks for your contact details the next day?
How do people decide if you're worth remembering?
People don't remember companies. They remember what the company does for them. They remember how you made them feel. They remember a surprising fact or number. They remember you solved a problem they have.
When you meet someone at a trade fair, they're asking three questions in their head:
What do you do? (not your job title — what's your purpose?)
Why should I care? (does this solve something for me?)
Am I interested? (is this credible? Are they confident?)
The scenario
You're at a trade fair. You're in the lift with your dream client. You have 30 seconds before they get off. What do you say?
Introduce yourself in ONE sentence. Just one. What's the one thing about your company that would make this person listen?
Don't worry about being perfect. Speak naturally. Record yourself or tell me out loud. What did you say?
What you might say:
"We make packaging that reduces waste for food companies — and it cuts their costs too."
What NOT to say:
"We're a sustainable packaging solutions provider with 25 years of experience."
(The first one is direct. The second one is the problem you're fixing today.)
Why does the first example work better?
It's specific. You don't just "provide packaging" — you make packaging that does something specific.
It names the customer. "Food companies" — now they know if it's for them.
It gives a benefit, not a feature. "Reduces waste AND cuts costs" — two reasons to listen.
It's one sentence. Easy to remember. Easy to understand.
HOOK → SOLVE → PROVE
A memorable elevator pitch has three parts. Not all of them fit in 30 seconds — but all of them belong in your pitch toolkit. Learn the structure, then we'll build your own.
1. HOOK — grab attention
You have THREE seconds. What makes them want to listen? A surprising question. A problem statement. A bold claim. Something they didn't expect to hear.
Hook phrases:
"Did you know that 40% of food packaging ends up in landfill?"
"Most distribution companies waste 15% of their delivery capacity."
"We work with companies that want to grow without growing their carbon footprint."
"The fastest-growing problem in medical device manufacturing isn't the product — it's the supply chain."
2. SOLVE — explain what you do
Now that you have their attention, tell them what you do and who you do it for. Simple structure: "We help [type of company] to [result]."
Solve phrases:
"We help food manufacturers reduce packaging waste without changing their production line."
"We provide logistics software for distribution networks that want to optimize every route."
"We work with textile companies that are moving to sustainable materials."
"We supply medical device manufacturers with faster supply chain transparency."
3. PROVE — show evidence
Why should they believe you? Give them proof. A number. A client. A result. Something concrete.
Prove phrases:
"Our clients cut packaging waste by 35% in the first year."
"Last year, we helped 23 distribution companies reduce delivery costs by an average of 18%."
"Our platform tracks over 8 million items per day across three continents."
"We work with four of the top ten renewable energy manufacturers in Europe."
What does it sound like together?
The 30-second version:
"Did you know that most distribution companies waste 15% of their delivery capacity? We help logistics networks optimize every route using real-time data. Our clients cut delivery costs by an average of 18% in the first year." (28 seconds)
What's happening: HOOK (the problem) → SOLVE (what we do) → PROVE (the result)
Now read that example out loud. How does it sound? Would you listen if someone said that to you?
Longer version — 60 seconds
If you have more time, add more detail to the SOLVE section. What's special about how you work? What type of company do you work with?
The 60-second version:
"Did you know that most distribution networks waste 15% of their delivery capacity? We help logistics companies optimize every route. Our software connects real-time traffic data, inventory levels, and delivery schedules — so drivers spend less time stuck and more time delivering. We work with companies from 50 to 500 trucks. Our clients cut delivery costs by an average of 18% in the first year — and they're happier customers because deliveries arrive on time. Are you responsible for logistics at your company?"
Notice what changed in the 60-second version
The HOOK stayed the same (attention, relevant to their industry)
The SOLVE got much more detailed (what the software does, who they work with)
The PROVE became TWO pieces of evidence (cost savings AND on-time delivery)
It ends with a QUESTION — inviting them into conversation instead of just talking at them
From boring to compelling
Side by side comparison
❌ Boring pitch
"Hi, I'm Sarah. I work for a technology company. We do software solutions for the healthcare industry. We've been in business for 20 years. We have 150 employees. We work with hospitals and clinics. We'd love to discuss potential opportunities."
Problem: Generic. No hook. No specific benefit. Sounds like every company at the fair.
✓ Compelling pitch
"Most hospitals can't see their medical inventory until it's too late — and they waste about $200,000 per year on stock that expires before it's used. We built real-time tracking software for medical supply chains. Clients recover half that waste in the first six months."
What works: Specific problem. Specific number. Clear benefit. Memorable.
Let's build one together
I'll guide you through the process. Answer each question. Don't overthink — your first answer is usually the best.
Question 1: What problem do you solve?
Think about your product or service. What's the problem your customer has before they meet you?
Describe the problem in one sentence. Example: "Small restaurants can't compete with big chains because they don't have a delivery system." What's YOUR problem?
Question 2: Who do you solve it for?
Name the TYPE of company or customer. Be specific: not "companies" — which companies? Say it out loud.
Question 3: What's the result for them?
If they use your product or service, what changes? More money? Better customers? Less stress? One clear benefit. Speak it.
Question 4: Do you have a number?
Numbers are powerful. Do you have a percentage? A timeframe? An amount? If not, make a reasonable estimate.
Share one piece of evidence. A percentage saved. A number of customers. A timeframe. Say it out loud.
Now put it together
Use this structure:
HOOK: "Did you know that [problem + number]?"
SOLVE: "We help [type of customer] to [result]."
PROVE: "[Specific evidence]."
Your pitch (draft)
Write or speak your pitch using the HOOK-SOLVE-PROVE structure. Time yourself. Aim for 30 seconds first.
Checklist: Is your pitch ready?
Does it start with something interesting? (Hook)
Is it clear who you help? (Solve)
Did you name ONE specific benefit? (Solve)
Do you have a number or fact to back it up? (Prove)
Can you say it in about 30 seconds?
If yes to all five, you're ready for the next section.
Pitch under pressure
The fair is busy. People are moving. You get different amounts of time with different people. Practice all three.
Practice 1: The 30-second elevator pitch
You meet a potential buyer. You have one lift ride — about 30 seconds. Go.
Ready to pitch?
0:30
Hit START. Deliver your pitch from Tab 3. Speak naturally. Don't rush. If you finish before the timer, stay silent. If the timer runs out mid-sentence, that's okay — that's reality at a trade fair.
Practice 2: The one-minute version
Now someone says, "I have a minute — tell me more." Can you expand without losing them?
Tell them more about who you work with and why your approach is different
1:00
Start your 30-second pitch. Then add: one more detail about your customer, one thing that makes you different, and one recent success. Can you do all that in 60 seconds?
Practice 3: Adapt for different audiences
Different people care about different things. Same pitch, different angle.
Scenario A: You meet a DISTRIBUTOR
They care about: margin, order size, payment terms, how fast you deliver
30 seconds
0:30
Pitch to the distributor. Focus on: why they'd want to stock or distribute your product. What's the business case FOR THEM? What margins or benefits do they get?
Scenario B: You meet a JOURNALIST
They care about: the story, what's new, why this matters to readers, the trend
30 seconds
0:30
Pitch to the journalist. Focus on: the trend or story behind your company. Why is this interesting NOW? What's the bigger picture they could write about?
Scenario C: You meet a POTENTIAL INVESTOR
They care about: growth, market size, differentiation, team, potential return
30 seconds
0:30
Pitch to the investor. Focus on: the market opportunity. How big could this get? What's growing in your industry? Why is YOUR company the one to watch?
What changed between the three pitches?
Same core pitch (HOOK-SOLVE-PROVE), but different emphasis:
Distributor version: Emphasize margins, order minimums, support, speed to market
Journalist version: Emphasize the trend, the story, the wider impact, the human angle
You're still describing the same company. But you're speaking the language of each listener.
Review pitches like a professional
You'll read three pitches from other companies at the fair. Decide: what's strong? What's missing? Then write your own polished version.
Pitch 1: A renewable energy company
"We're a renewable energy company. We design and install solar panels for large buildings. We work with commercial property owners. We've been doing this for 12 years. We have 45 employees. We're certified and insured. We can install any size system."
Analysis questions (think before you click)
What's the HOOK? There isn't one. No problem statement. No interesting fact.
What benefit do customers get? None mentioned. They said "we install" but not what that achieves.
Is there evidence? "12 years" and "45 employees" — but that's about the company, not the customer's result.
Would you remember this? Not really. It sounds like every solar company.
How to fix it: Start with a problem. "Did you know that commercial buildings account for 30% of energy costs in cities?" Then explain the benefit, not the features.
Pitch 2: A textile manufacturing company
"We work with clothing manufacturers who want to use sustainable materials — organic cotton, recycled polyester, biodegradable alternatives. Our supply network connects them directly to producers, cutting out the middleman. Most buyers pay 15% less than they would with traditional suppliers. We've worked with 30 brands across Europe and Asia."
Analysis questions (think before you click)
What's the HOOK? Not stated directly, but implied: "most brands want sustainable materials but they cost too much."
What benefit do customers get? Clear: sustainable materials AND lower costs. That's two benefits.
Is there evidence? Yes: "15% less" (specific number) and "30 brands" (proof it works).
Would you remember this? Yes. It's specific, the benefit is clear, and the number is memorable.
What makes this strong: Customer-focused language (not company-focused). Specific number. Clear who they work with.
Pitch 3: A logistics software company
"We provide cloud-based inventory management solutions utilizing AI-powered forecasting algorithms to optimize supply chain efficiency metrics across multi-location enterprise operations with real-time data synchronization capabilities."
Analysis questions (think before you click)
What's the HOOK? None. Too much jargon to understand the problem.
What benefit do customers get? Hidden under technical language. Can't tell what actually changes for them.
Is there evidence? No. Just features listed (AI, cloud, real-time data).
Would you remember this? No. You'd forget it the moment you turned away.
How to fix it: Remove jargon. Start with a real problem. "Companies waste time counting inventory in multiple locations." Then: "We show you in one dashboard what you have, where you have it, and what's selling." Then: "Clients reduce inventory costs by 22%."
Now write your polished pitch
You've seen what works and what doesn't. Now take your pitch from Tab 3 and make it sharper. Check it against what you learned.
Your polished 30-second pitch:
Final checklist before the fair
Does your pitch have all three elements?
HOOK: Attention-grabbing opening (question, problem, or surprising fact)
SOLVE: Clear explanation of what you do and who you help
PROVE: At least one number or piece of evidence
Is it natural to say out loud?
Read it aloud. If you stumble, it's too complicated. Simplify.
Could someone remember you after hearing it?
If you met them tomorrow and they said, "Wait, what was your company about?" — could they describe it? That's the test.
What have we built today?
Lesson memory
The HOOK-SOLVE-PROVE framework:
HOOK: Grab attention with a surprising problem, question, or fact
SOLVE: Explain what you do and who you help in clear language
PROVE: Give evidence — numbers, clients, results that back up your claim
Adaptive: Same structure, different emphasis depending on who's listening
The mistake to avoid: Talking about YOUR company (features, years in business, number of employees) instead of talking about YOUR CUSTOMER'S results (what they save, what they gain, what changes).
The thing that works: One specific number. One clear benefit. One memorable sentence they can repeat tomorrow.
After this lesson, you can:
✓ Build a 30-second pitch that hooks attention
✓ Use the HOOK-SOLVE-PROVE framework to structure any pitch
✓ Adapt your pitch for different audiences (buyers, distributors, journalists)
✓ Identify what makes a pitch memorable vs forgettable
✓ Deliver your pitch under time pressure
✓ Talk about benefits, not just features
One more thing
Record yourself delivering your pitch. Listen to it. Ask yourself: "If I heard this from someone at a fair, would I want to talk to them?" If yes, you're ready.