How many times have you been unable to find the right words in an impromptu situation? Very few people are ready to respond effectively in case this serendipitous situation occurs - which is not uncommon at all. The idea of an “elevator speech” is to have a prepared presentation that grabs attention and says a lot in a few words. What are you going to be saying? By telling your core message, you will be marketing yourself in a way that will make them want to know more about your talents, skills, and experience.
Selling yourself on command can be tough, particularly when you have to do it in a short time period. This is why you should develop an elevator speech, or a sound bite that details your professional story, before you need it.
According to Wikipedia, an elevator speech is an overview of an idea for a product, service, or project. The name reflects the fact that an elevator pitch can be delivered in the time span of an elevator ride (between 1-2 minutes and including no more than 250 words).
Why prepare an "elevator speech"? In previous articles I have mentioned the importance of the preparation that is required in a job search. This is no different for an "elevator speech." Actually, it is imperative to work on this 1-2 minute presentation just like you work on your resume, company research, and job interview techniques.
This is the one kind of speech that I do suggest memorizing. Make it such a part of you that if someone woke you up from a sound sleep in the middle of the night, and asked you what you do, you would smoothly and without hesitation tell them your "elevator speech." This speech will serve as your introduction to others so it has to be good!
Where and when do I use this "elevator speech"? Of course, if you meet someone who shows interest in the elevator, you can be literal and use it there. But usually this short, punch speech also comes in handy when you attend an event, a conference, a convention, or some other type of meeting with networking opportunities.
You have noticed already that one of the first questions people ask is, "And, what do you do?" "Oh, I'm a lawyer ...or an accountant...or a consultant...or an artist..." It doesn't matter because they will often say, "Oh, that's nice," and immediately label you in their mind with all of the stereotypes they perceive that those occupations carry with them.
However, if you turn your message around and start with an answer like, "I work with small businesses that are grappling with computer problems," their ears will perk up and they will want to know more. The reason I suggest working on this elevator speech and memorizing it is that our natural reaction to the question, "What do you do?" is to answer with a label. Then we continue to describe the process we go through instead of sharing the benefits they will get from working with us. Rather than thinking of ourselves as "solution providers" we picture ourselves as doing our occupation.
Who's the audience for my "elevator speech"? The more often you give your short speech, the better it will become. You will have so much fun experiencing the unique reactions to what you are saying, you will easily be able to add enthusiasm and energy to the telling.
I suggest taking advantage of a wide variety of gatherings and networking events. And, don't worry, if your "elevator speech" isn't smooth, easy, or natural in the beginning. If you stick with it, you will find that it gets better and better, and before long, you will be getting a surprising amount of business--or, at least a number of contacts who want your business card and to stay in touch. You will also be remembered.
How do I craft my elevator speech? What are the ingredients of an effective elevator speech? To prepare your elevator speech, think about the following:
1. Who is your niche market?
2. What problem(s) do they have that you can help solve and what solution is the outcome?
3. What makes you unique? What true case story illustrates a successful outcome that you have produced?
Once you have jotted down the answers to these simple questions, then develop your elevator speech more fully by developing these major points:
a) Focus on why you want the job
Think about why you want this job, and write down all your reasons. Delete anything that could apply to most candidates, like "I need the money" or "I want to work in this industry." Look for personal, unique reasons why the position is right for you. If you like a company's corporate culture, be sure to mention it. If the position will enable you to achieve a particular professional goal, focus on that.
b) Zero in on how you can contribute to the company
Steer away from stock answers in favor of those that showcase your one-of-a-kind skills and attributes. Explain how you could benefit the bottom line or fill a skills gap.
To tailor your responses to individual situations, be observant. For example, "I was waiting for an interview at an accounting firm when I noticed the staff was having trouble communicating with the firm's Spanish-speaking clients so during my interview I told the interviewer about how many years I had studied Spanish in college. I got the assignment as a result."
c) Be honest. Don't oversell yourself
You want to sound good but not too good. Don't try to make yourself bigger, braver, richer, smarter or fancier than you are. People have an incredible ability to spot a phony. Tell only stories that contain the truth about what you know to be true about yourself.
d) Keep It short and focused
Since you'll be delivering your pitch in a compressed time frame, include only the most interesting and relevant information. Think of the amount of time you spend in an elevator -- usually no longer than a minute.
People are busy, and the last thing they want to do is listen to someone ramble on about getting a job or plum assignment. Practice so that you can give your message quickly and effortlessly.
e) Practice, practice, and practice again!
When you've figured out what you want to say, here are tips to refine your elevator speech:
Say it out loud, and make some notes about what you want to improve or remove.
Vary your tone of voice, and use natural gestures and body language. Remember, people gather much of what they know about each other from nonverbal cues.
Rehearse, rehearse, rehearse. And, oh yes, be sure to rehearse.
Lastly, ask friends to critique your presentation. That will help you discover the balance between what the listener needs to hear more of and what's too much information. Your friends can also tell you if your gestures look natural. Proper preparation also increases your comfort level and helps calm your nerves.
You'll be amazed at how many times having an elevator speech on the tip of your tongue will help you in all kinds of future situations well beyond your job search.
Lastly, ask friends to critique your presentation. That will help you discover the balance between what the listener needs to hear more of and what's too much information. Your friends can also tell you if your gestures look natural. Proper preparation also increases your comfort level and helps calm your nerves."
Happy holidays! Keep your emails coming with thoughts, ideas, and your electronic resumes for me to vet. I like the relationships that we've formed over the years and look forward to helping even more job seekers in the New Year!
I can always be reached at jlommel@WorkforceAssociates.com
Jane M. Lommel, Ph.D.
