Creating an Elevator Speech

The term "Elevator Speech" has become a familiar buzzword among business professionals in recent years, but what is it? How can you create one and use it to sell yourself and your business? Today we'll take a look at the answers to these questions.

What Is an Elevator Speech?

Generally speaking, an elevator speech is a thirty second commercial that introduces you and your company. The idea behind this type of introduction is to let others know what you do and how you can benefit them during a brief window of opportunity (like the amount of time spent on an elevator with someone).

What is the Purpose?

Why would you want to use such a short introduction? The answer is simple. Our days are made up of many brief encounters with people. Chances are, at some point during your day someone will ask you, "What do you do?" Do you want to answer them with a boring synopsis of where you work, what your title is and what you do all day? Or do you want to grab their attention and convince them that by using your product or service, their life will become better? Most people would probably choose the latter.

When Do I Use an Elevator Speech?

Just because it's an elevator speech, it doesn't mean this is the only place you can use it. It can be used any time you have the opportunity to talk about what you do. Some examples include:

• In line at the bank
• A networking event
• A class reunion
• The buffet line at a party
• At a conference or workshop
• At sporting events
• During a flight

How Do I Create an Elevator Speech?

There are three essential components to crafting an elevator speech. They include answering the following questions:

1. What do you do?
2. Who do you do it for (target market)?
3. What are the benefits?

People in our society are very "me" driven. They want to know what is in it for them or they don't bother. Let's look at two examples of elevator speeches. Our fictional business professional, Bob Jones is the president of Super Business Products, Inc. which manufactures the Super Scanner 3000, a state of the art scanner brand new on the market. Bob is at a networking mixer and wants to let everyone know about this great new product. How does he do it?

Example 1

Hi I'm Bob. I'm the president of Super Business Products, Inc. You may have heard of us. We've been making business products for over fifteen years. We sell computers, copiers and scanners. Our newest scanner is the Super Scanner 3000. It's got a lot of great features and is quite affordable. We're looking at selling a lot of these babies in the next few months.

Example 2

Hi! My name is Bob Jones and I'm a forest superhero. I save trees by using the latest technology to help companies become paperless and eliminate paper waste.

Response: "Really? That sounds interesting, how do you do that?

I'm so glad you asked. I do it by using our brand new product, the Super Scanner 3000. It scans at four times the speed of a standard scanner and is self-feeding which means employees don't have to stand there wasting time feeding documents into it. So, you're helping the environment and your bottom line. I'd love to stop by next week and give you a free demo. Here's my card. Let me get yours too and I'll give you a call in a day or two to set something up.

If you were the person talking to Bob, which example would pique your interest more? Example one is boring and lifeless. Bob talks about himself, his company and a little bit about his products. Who cares right? However, in example two, Bob has a lot more energy and uses a clever hook like saying he's a "forest superhero". This leaves his audience wanting to know more. Bob explains the benefits of the product and how it can help his prospect's business. Instead of moving to the next person, he makes a point to get the other person's contact information and gives them his to schedule an appointment later.

The goal of an elevator speech is to interest someone in what you have to offer enough so that they ask for more information. It's important not to get bogged down in details or logistics when using an elevator speech. Simply offer a teaser using the formula above and always remember to give the other person your contact information and get theirs.

Whether you are selling your skills at a job fair or promoting your business at a networking event, a well crafted elevator speech will leave your audience captivated and wanting more.