If you can recast your role in your client's story from that of vendor or salesperson to that of a partner and friend who's out for their best interest, your job will be much easier.

Consider your role - are you the wizard showing up with a magical formula to help your client save money, you might be the buddy in a buddy story who makes the process easier for your client, or you could be the shepherd keeping a watchful, protective eye over your client's interests, or maybe your the Watson to their Holmes documenting their experience and helping them to stay out of trouble.

When you know your role, your elevator pitch will be authentic, because you've bought into your own story.

<video>