COACHING PRACTICE TOOLS

Elevator Pitch
Builder

Build a clear, confident 30-second description of your coaching work that opens conversations instead of ending them.

The Answer That Opens a Conversation

The question "what do you do?" is where most coaches lose the room. Not because they lack something to say, but because they reach for a complete answer when what the moment calls for is a specific one. A 30-second pitch is not a summary of your practice - it is a prompt that makes the other person curious enough to ask a follow-up question.

The most common failure mode is answering the wrong version of the question. "I'm an executive coach" describes your credential. "I help senior leaders transition into C-suite roles without burning out their teams in the process" describes your work. The second version is more interesting because it is specific enough to be recognized - the listener either knows someone in that situation or is in it themselves.

What makes a pitch land is not polish. It is precision about who you serve and what they gain. Coaches who struggle to articulate what they do in 30 seconds often discover through this exercise that the problem is not verbal - it is that they haven't yet made crisp decisions about their niche and their offer.

Work through the sections in order. The script at the end should be a compression of specific answers, not a general introduction you've been using since you got certified.

How to Use This Worksheet

Name your client by role and situation, not by a vague demographic. "Mid-career professionals" is too broad. "Engineering directors moving into VP roles for the first time" is something a listener can place.
State the problem in client terms - use the words your clients use when they describe why they came to you. Coaching language is for sessions, not pitches.
Describe your approach in one sentence. If it takes more than one, your differentiator isn't clear enough yet.
Name a result, not a process. "Gaining clarity" is a process. "Negotiated a 40% salary increase and started their new role with a leadership strategy already in place" is a result.
Write two drafts before settling. Read each aloud. The version that sounds most natural when spoken is usually the better one.

Building Your Pitch

Who You Help

Your ideal client - be specific about role, industry, or situation

What is their current stage? (career, business, leadership level, etc.)

Problem You Solve

What is the main challenge or pain point your client is facing?

What does it cost them if this problem remains unsolved?

How You Solve It

Your approach or method - in one sentence

What makes your approach different from standard coaching?

The Result

What does success look like for your client after working with you?

A specific, concrete outcome your clients have achieved

Your 30-Second Pitch

Draft 1 — aim for 75-90 words, written as you would say it aloud

Draft 2 — sharper: cut anything that doesn't add specificity

Before Your Next Session

Say your final pitch aloud to yourself. Where does your pace slow or your voice drop - that is usually where you're least confident in what you're saying.
What follow-up question do you most want the listener to ask? Is your pitch likely to prompt it?

Grow your coaching practice with confidence and clarity.

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Elevator PitchBuilder