You’re at a networking meeting. A woman asks you what you do.
You respond “My firm is the leading provider of best-of-breed, next-generation, cutting-edge, enterprise-class, end-to-end solutions.” Her reaction is immediate….and predictable.
She will either: (a) slip into a boredom-induced coma or (b) have a sudden and uncontrollable urge to run to the bathroom. Either way, you lose.
Your elevator speech is not meant to sell. It’s meant to engage.
The “speech” (it’s an introduction, really) should give the person an idea of what you do. More importantly, it should start a conversation.
Ivan Misner, founder of BNI, says, “The ideal introduction is brief and memorable – one that provides enough impact to arouse the interest of those to whom you’re introducing yourself and get them to join your word-of-mouth team.”
Here are some ”Do’s and Don’ts” gleaned from several articles I read recently
DO
- Explain briefly what you do, whom you work for, and the results you achieve
- Use your introduction to start a conversation
- Quickly turn your attention to the other person so you can learn more about his or her business
- Rehearse your speech beforehand so that it comes easily. But don’t sound like a robot.
- Have different versions of your speech: 30 and 60 seconds and a few minutes. Use a version that is appropriate for the situation.
DON’T
- Pack everything into the speech. Keep it pithy and short, so you invite questions
- Use a slogan – “We’re the warm and fuzzy forensic accountants.” People will remember you but not in the way you’d like.
- Prattle on about your services endlessly. You want a dialog, not a monolog.
- Try to sell. Focus on the problems you solve.
- Ask inane questions such as “What keeps you up at night?” None of your business, fella.
As I regularly advocate in my blog posts, focus on these questions.
- Who you are.
- What you do
- Whom you do it for
- How you do it
- What happens as a result
I love this quotation from Alan Weiss in Why Elevator Pitches Never Go Forward (Just Up And Down)
“I have news for you. You are not going to make a sale in an elevator, and the probability of even moving to a next step is non-existent if you tell me you’ve built a better mousetrap, created an electronic cat, or have a rat vacuum. But if you are able to discern that I have a rodent problem, you just may be on the right track.”
