We’ve all been to conferences where the speaker challenges you to have an “elevator” speech where you explain what you do to a stranger in around 15 seconds… or the time it takes to go one level in an elevator. To most of us this is a challenge as we either become dumb struck or want to provide a mini speech.

In a rapidly changing world, we need to move on from the traditional elevator speck. These speeches are often forgettable and looked upon as a pleasant chat.

In today's world you’ll only become memorable if you can explain what makes your business unique.

The elevator conversations that a remembered today start with “Our farm is the only farm that…”

This is a far easier sentence to complete and is more likely to be remembered by a stranger. The result is you may find that stranger visiting your farm a few weeks later and their conversation starts with… “Do you remember, we met the other week, and you told me…”

The Challenge

The challenge is not finishing the question, that is the easy part. The challenge is identifying what it is that only you do. The answer, obviously, will be different for everyone that can answer this question. It could be around:

• The way you farm the land that is unique to you. For example, you could be the only farmer in your region doing “wilding” farm techniques.
• The way you process your crop… A few weeks ago, I went to the only flour mill on a farm in the world that mills the ancient Bere wheat for break making. This was in the Orkney's, north of Scotland. 
• It could be what you group. For example, a heritage tomato variety which an Albanian farmer is raising on his farm in that county.
• The unique agritourism play experience you have built for your customers. For example, you may have built a children’s play area based on the history and region that your farm is located.
• The product you sell… For example, you may have a unique product exclusive to you such as Thornberry Pie, which I discovered at a farm market in Ontario, Canada or the Honeyberry in Scotland.

Once you have identified your uniqueness, your ‘elevator pitch’ becomes naturally easy.

The real challenge is if you cannot find an “elevator pitch.” This says to that stranger, you are no different to anyone else doing what you do.

In the receiver's mind you’re a carbon copy and not worth spending time to search out.

Next time you’re in that elevator, what will you say?

If you need help developing your uniqueness, contact the Agritourism Training Academy by emailing Lara H Johnson at lara.chrisjohnson@gmail.com