An elevator speech should have an introduction, a body (with three key points), a conclusion and a close. This has to be written, rewritten, and repeatedly practiced so you are ready to use it anywhere, anytime and in any appropriate situation. It should flexible so you can deliver it in one minute, two minutes or three minutes based on how much time you have.
Since this is your sales pitch so you have to be more persuasive then informative.
Here is what each part should emphasize:
Introduction – Grab your listener’s attention and tell him where you are going
Body: Should contain three points with argument, proof and address listener asking so what?
Point 1 – Why me?
Point 2 – Why your company?
Point 3 – Why now?
Conclusion – Conclude the three points; whet the listener’s interest
Close – Call to action. Advance your goal.
If you want more details on elevator speech, let me refer you to a good book by Terri Sjodin, "Small Message, Big Impact." This book covers everything you always wanted to know about elevator speech.
Next I will show you how I crafted my elevator speech for 5Tool Group.