Thousands, if not millions, of dollars in sales are lost everyday because business owners and sales professionals don't articulate themselves well. The truth is, up to 80 percent of sales is storytelling, and a well-crafted elevator pitch can open the door to a valuable connection, partnership or referral.

Mackenzie Ryan, a national award-winning journalist who now owns a marketing and public relations agency, will guide individuals through a 3-step elevator pitch "recipe."

You'll leave confident in your answer to the question, "so, what do you do?"