You probably have one minute at most in an elevator with a potential client. Write down your monologue. Memorize this narrative. Repeat this over and over until you know it cold. It should expound on your (1)Mission Statement along with (2)why you started your company. Close with (3)what’s in it for your potential client.
Your product or service will sell itself if you have identified potential clients needing what you’re offering (assuming your priced properly too).