The "elevator pitch" is one of the more controversial aspects of business promotion. British business culture has always been uncomfortable with this American form of blowing one's own trumpet, perceiving it as insincere, shallow and opportunistic.

However, over the last few years, a growing number of UK-based businesses, both large and small, have made the elevator pitch an integral part of their business culture, with outstanding results.

So what is the elevator pitch?

Imagine the scene; you meet someone for the first time who could be a potential customer, introducer, referrer, networker or supplier.

You therefore want to engage them in such a way that they will want to find out more about your business and any potential opportunities you may present to them.

The problem is that you have typically just a few seconds to convince them that you are worth a closer look. You need to give them your "elevator pitch" - a short, succinct overview that captures their interest and encourages them to continue a dialogue.

The phrase originates from the US where popular business culture recognises that meeting people by chance - say, in a lift - still presents potential opportunities for business.

However, when meeting in passing, where the only opportunity available is the time it takes to travel from one floor to another, it is vital to make the introduction quickly and effectively.

What makes a good elevator pitch?

There are numerous different styles and formats of elevator pitch, but what they all tend to have in common is that they are clear, succinct statements about the business that aim to make the listener interested enough to continue talking there and then, or commit to following up at some time.

Good elevator pitches are typically a short statement of who you are, what you do, and how your goods or services can offer value to customers.

In line with sound marketing principles, the key to producing a good elevator speech is to remember not to sell the product or service, but to focus on the benefit to the customer.

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