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So what is an elevator pitch and how do you get one?
What is it?
An elevator speech is a short piece of sound (15-30 seconds, 150 words) that presents you succinctly and memorably. Highlight your uniqueness. It focuses on the benefits it provides. And it is delivered effortlessly.
Elevator speeches are intended to prepare you for very brief chance encounters in an elevator. But elevator speeches aren’t just for elevators! You should use it whenever you want to introduce yourself to a new contact. That could be at the grocery store, waiting in line at an ATM, or when you get your latte in the morning.
So who better than you to describe what you do with passion, precision and persuasion? A great elevator pitch leaves a lasting first impression, demonstrates your professionalism, and allows you to position yourself.
And if you want to network successfully, you need an elevator pitch!
How to prepare a speech in the elevator or what is my line?
Now for a short course on how to prepare your elevator pitch or unique selling proposition.
First, and most important, think in terms of the benefits your customers get from your services. Believe me, no one is going to be fascinated if you say:
“Hello, my name is Stanley Manly and I am a public relations executive with twenty years of experience.”
Gold:
“Hi, I’m Sally Hopeful and I’m an Executive Recruiter.
Two big yawns.
What’s in there for me?
Do you remember that old radio station, WII-FM: What’s In It For Me ?!
If you remember that people are always more interested in how you can help them, you are on the right track. Keep this in mind when writing your speech.
Here’s how to improve the two examples mentioned above:
“Hello, my name is Stanley Manly and I help inventors tell the world about their inventions.”
“Hi, I’m Sally Hopeful. I partner with companies that need to find talented people to help them grow and be more profitable.”
Now you have my attention!
Let’s use my elevator pitch before and after as an example:
Here’s my old version (and I was wondering why people were looking at me with frozen smiles!):
“Hi, I’m Dale Kurow, and I’m an executive and career coach. I have a master’s degree in career guidance and have been trained by a master-level coach. (Who cares!). I’ve been the director of human resources for a multinational cosmetics company, ran a public relations agency, and taught college-level business courses. (So what!) I think coaching can be the catalyst to change your life (are you asleep already?)
You see how all that was about me, me, me?
Now for the revised version:
“Hi, I’m Dale Kurow and I help people to be more successful in their work. For example, I helped a client change jobs with a 40% salary increase, I helped a client develop the skills to deal with a difficult boss, and I’ve helped a manager establish new ways to keep his staff motivated. “
Here are some more examples:
I know an Avon representative who says:
“I help women look beautiful.”
Or a business coach who says:
“I help you get more clients than you know what to do.”
And here is my favorite, one that an IRS agent uses:
“I am a government fundraiser.”
Action steps
So here’s what you need to do to craft your elevator pitch.
First, write the “deliverables” – the services or features it provides. Then think in terms of the benefits your clients or employer could get from these services. You could use multiple successful client results, like I did.
Once you have that written, create an opening sentence that grabs the listener’s attention, as our Avon rep did previously. The best openers leave the listener wanting more information. And you don’t have to include your title, especially if you think it has a negative connotation (an IRS agent, for example).
Finally, Your elevator pitch should come off your tongue with ease. Practice your speech in front of the mirror and with friends. Record it on your answering machine and listen to it. Sound safe? Sincere? Is it interesting Please adjust accordingly. Then take it to the road.