Give Your Elevator Speech a Lift!

By Lorraine Howell

You only have one chance to make a good first impression. This is especially true in today’s fast-paced business world where cards and introductions are exchanged and soon forgotten.

When someone asks the introductory “What do you do?” keep in mind that 15-20 seconds — or the length of an elevator trip – is all you have to start a conversation that has the potential to fuel your company’s growth. It is well worth your time to craft a compelling sound bite beforehand that addresses what you do and why the listener should care.

To get to the essence of a great elevator speech, answer these questions:

Who is your target audience?

We can’t be all things to all people, so be as specific as possible with your reply. Is there an ideal industry, business type, group, socio-economic status, location, hobby, or other common characteristic that describes your best customers? If your target audience is a business, what is the company’s profile, number of employees, and annual revenue? Where is the business in its growth cycle? What processes are involved in the business?
When you identify your niche or target market and target your message to your ideal customer, listeners will see the value and be eager to talk more about it. And, if the people you meet are not a fit for your skills and services, a well worded elevator speech can encourage quality referrals.

What do they care about?

Most business owners care about making a profit, outperforming their competition, and managing their image and reputation. Yet within each business or industry there are unique concerns and problems. Do they have supply chain issues? What’s their employee retention history? Is their industry expanding or contracting? What issues keep the business owners up at night?
The more you understand the situation from their perspective, the more likely you will be to hit a nerve with your elevator speech. Ask your best customers what is important to them and listen carefully. Within their comments are the jewels that can help you craft a winning elevator speech.

What value/results/benefits do you provide?

Don’t launch into a long explanation about how you do what you do. This confuses the process with the results. Rather, define what problems you solve for your customers. Here are a few examples to help frame your storytelling:

• “I help level the playing field for vendors who are negotiating contracts with large multi-national corporations.”

• “I help business and community leaders prepare for the spotlight through public speaking coaching and media interview preparation.

• “Our company helps professional service firms fill their marketing pipelines, earn more money, and capture the right kinds of clients to fuel their growth objectives.”

What spins your jets about what you do?

People like to work with professionals who demonstrate passion and enthusiasm for their work, so share zest and energy when you deliver your elevator speech. Make it clear that you enjoy your work and the results you bring about for customers.

Put the pieces together to hasten the path from “hello” to “yes.”

As the answers to these questions unfold, your elevator speech will take shape. Use the language of your target audience to state your value and benefits. Shortcut the process and get right to the results in an enthusiastic and compelling way.
The key is to answer these questions in a manner that makes clear the value and results you offer clients. With practice, your elevator speech will flow naturally, become part of your personal brand, and help you make the most of every opportunity to make a good first impression.

Lorraine Howell started Media Skills Training in 1998 after 12+ years as a television news and talk show producer. She coaches top levels executives and community leaders on how to be more effective speakers in speeches, presentations, and media interviews. She is the author of “Give Your Elevator Speech a Lift!”* (Book Publishers Network, November 2007 2nd Printing. Contact Lorraine via e-mail at lorraine@mediaskillstraining.com or visit www.mediaskillstraining.com to learn more.