Crafting An Elevator Speech

What is an Elevator Speech?
Has this ever happened to you?  You get onto an elevator and someone on it asks you what you do. You have maybe fifteen seconds to tell them before the next floor comes up. You may have told them your title or job description and left it at that.  Once they got off the elevator, they went on with their business.  Perhaps the encounter was not the most memorable one they’ve had. Now here’s where an elevator speech comes in.

An elevator speech is a verbalization of the benefit that your company, product or service provides to your customers.  It is a snapshot of your product or service’s positioning in the marketplace.  And it is immediately understood by the person you’re sharing it with and is a much more memorable experience for them.

Crafting Your Elevator Speech
Elevator speeches come in many different forms, but over the years I’ve found that a problem and solution statement works most effectively.  The formula I use is a simple, three-step process.  It goes like this:

• Do you know how ______ (the problem)?
• Well, what I do is ______ (the solution)!
• Do you know anyone that could benefit from ______ (your solution)?

First, you build rapport and enter into your prospects world by stating problem in a form that they can easily understand. Second, you communicate the benefit/s you provide as a solution. Third, you ask for a referral of someone who could use your product or service; this is your call to action.

Examples of an Elevator Speech
Here are a few examples to help you in crafting your own elevator speech:

• Do you know how people are caring for a loved one with a disease?  Well, what I do is run a website for family caregivers that provides helpful tips and resources so that they don’t feel alone in the caregiving process.  Do you know anyone who could benefit from such a site?
• Do you know how people are looking for great deals on consumer electronics?  Well, what I do is offer people deeply discounted products that carry a one year warranty and free shipping.  Do you know anyone who is in the market for a great deal?
• Do you know how people are confused by the many choices of fine wines?  Well, I  run website that provides reviews of some of the most popular wines and pairs them with different foods.  Do you know of anyone who considers them self to be a wine connoisseur?

Be imaginative in crafting your own elevator speech. Try it out on your friends and co-workers, and refine it until you get the desired response.

What are some innovative ways that you can use an elevator speech in building your business?

Glenn Andrew

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