Crafting An Elevator Speech
By Glenn Andrew on Aug 30, 2008 in Business Development, Networking
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?
Britt Malka | Aug 31, 2008 | Reply
Very inspiring post, thank you.
This concept could perhaps be used on visit cards too instead of just writing your profession. Would require some space, though
Glenn Andrew | Aug 31, 2008 | Reply
Thanks for your great comments, Britt.
Your suggestion for using a written form of the elevator speech on visit cards is a great one. In many cases, the USP (unique selling proposition) serves a similar purpose, but an elevator speech could be used to elaborate the USP.
Thanks again, Britt.
Glenn Andrew
Jennifer Allan | Sep 1, 2008 | Reply
Good stuff, Glenn. Thanks so much for pointing me here!
Even though I have my own one-liner elevator speech perfected… I can definitely see how this approach could work quite well.
Glenn Andrew | Sep 1, 2008 | Reply
Hi Jennifer,
Thanks for your comments on elevator speeches. Like you, I myself have gotten accustomed to how I learned on crafting an elevator speech. I am so glad that there are many ways for write one and that people like you are willing to share what you’ve learned.
Kudos, Jennifer!
Warm regards,
Glenn Andrew
Sims Wyeth | Oct 7, 2008 | Reply
Glenn,
I agree with you in a broad sense. I would add that you can be fluid with the sequence of the elements of an elevator pitch.
For instance you can start with the benefit instead of the problem. As a speech writer, presentation coach, and messaging consultant, I might say, “I can help my clients make money, save money and time, reduce their anxiety, and look good in the eyes of others…” and then go on to tell them briefly about my services (if they seem interested.)
Or, I can begin by saying, “There is a moment in every career when you have a chance to take ten steps forward. I call these High Stakes moments, and they usually take the form of a presentation.”
Or, I can say, “Public speaking is the number one fear in America. That fear undermines your image, your ability to connect and your capacity to influence. My company solves those problems.”
I struggle to keep my elevator speeches conversational and still dramatic and impactful. I often hear myself saying things like, “I help people figure out what to say and how to say it.” Not very sexy!
Sims Wyeth
http://www.simswyeth.com/blog
Glenn Andrew | Oct 7, 2008 | Reply
Hi Sim,
Thanks for your comments! I agree that the sequence of elements in the elevator speech can be fluid. As you may have guessed, I like the order given in the post; it’s what works well for me. Everyone should seek out what works best for them.
As for what you find yourself saying often, may I suggest a little addition? “I help people figure out what to say and how to say it… effectively.” Still not too sexy, but it includes an additional benefit-drive word. What do you think?
Glenn