What is an Elevator Speech?
An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness. It focuses on the benefits you provide. And it is delivered effortlessly.
Elevator speeches are intended to prepare you for very brief, chance encounters in an elevator. But elevator speeches are not just for elevators! You should use it whenever you want to introduce yourself to a new contact. That could be in the supermarket, waiting in line at an ATM or when you get your morning latte.
So, who better than you to describe with passion, precision and persuasiveness what
you do? A great elevator speech makes a lasting first impression, showcases your
professionalism and allows you to position yourself. And if you want to network
successfully, you need an elevator speech!
The How To’s of Elevator Speeches:
While many Elevator Speeches are written by sales reps to pitch products and services, the formulas from which the speeches derive can be easily adapted to situations in which the product is you, the Entrepreneur. This roundup of formulas suggested by experts should provide food for thought for the method that works best for you in planning and outlining your Elevator Speech.
Example:
- Who am I? (introduce yourself)
- What business am I in?
- What group of people do I service? (be specific — do you have a niche?)
- What is my USP (Unique Selling Proposition)? What makes me different from the
- competition?
- What benefits do my customers derive from my services?
Unique Selling Propositions:
Now for a short course in preparing your elevator speech, or unique selling proposition: First, and most important, think in terms of the benefits your clients or customers derive from your services.
Trust me, no one is going to be riveted if you say:
“Hi, my name is Stanley Manly, and I’m a public relations executive with twenty years of
experience.”
Or:
“Hi, I’m Sally Hopeful, and I’m an executive recruiter.
Two big yawns.
What’s In It For Me? – Know Your Audience
Do you recall 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’re on the right track. Keep that top of mind when composing your speech.
Here’s how to improve the two examples mentioned above:
“Hi, 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
their business growth and become more profitable.”
Now, you’ve got my attention!
Let’s use an elevator speech before and after as an example:
Here’s a before version:
“Hi, I’m Dale Kurow, and I’m a career and executive coach. I hold a Master’s Degree in
Career Counseling and have been trained by a master level coach. (Who cares!) I’ve
been an HR director for a multinational cosmetic company, run a PR agency and taught
college-level business courses. (So what!) I believe that coaching can be the catalyst to
change your life. (Are you asleep yet?)
See how that was all about “me, me, me”?
Now for the revised version:
“Hi, I’m Dale Kurow, and I help people become more successful at their work. For
example, I’ve helped a client change jobs with a 40% salary increase, I’ve helped a
client develop the skills to deal with a difficult boss, and I’ve helped a manager devise
new ways to keep her staff motivated.”
This post was compiled from my Engl304 – Business Writing Notes
