What to Include in an Elevator Speech
Just as a writer only has about 20 seconds to convince the reader to “read on,” a speaker has even less time to convince the listener (potential customer, client, etc.) to avoid stereotyping and to keep listening. A well-crafted elevator speech is like the “hook” in good writing.
♦ What is an elevator speech, exactly?Chris King writes in “Powerful Presentations” that the name “elevator speech” was “coined from the idea that we sometimes meet the important people in our lives in elevators.” As such we have a “captive audience for that short period of time.” In case someone does speak, it is important to have “a prepared presentation that grabs attention and says a lot in a few words.”♦ Why have one?Chris King tells us that having a memorized and “perfectly crafted” elevator speech is about as important as having a handy business card. When someone asks you what your or your company does, the elevator speech will be your introduction to others. It is likewise important that you memorize your elevator speech for instant access and delivery.♦ When do you use it?The elevator speech comes in handy when you meet anyone who shows interest in what you have to offer (in an elevator, for example). However, your speech would be normally part of your repertoire during conventions, conferences, and trade shows – any event with networking opportunities. (An elevator speech would also be useful for the job seeker during interviews, and so on.)The idea is to have a memorable response when someone asks you “What do you do?” You can respond, “Oh, I’m a computer network specialist,” to which the listener immediately attaches the label, “computer geek who speaks esoteric technical jargon.” On the other hand, if you have a prepared elevator speech with words like, “I work with small businesses that need to upgrade or troubleshoot their computer networks. I specialize in making systems user-friendly, but very secure…” In those first few minutes, you have immediately removed a stereotype and imprint something important on a potential client, whose company may actually be experiencing computer network problems.♦ How should you craft the elevator speech?Christ King advises that when you start your elevator speech, “determine your niche market. What problem(s) do they have that you can help solve and what solution is the outcome? What makes you unique? What short story illustrates a successful outcome that you have produced?”
♦ What to include in an elevator speech:◊ Say what you do in relatively nontechnical terms: "I work with small businesses that need to upgrade or troubleshoot their computer networks. I specialize in making systems user-friendly, but very secure."
◊ Point out your company's role in the business scheme: "My company knows that, more than ever, small businesses need reliable computer connections for good communications inside and both outside the office: When your networking is going well, you can focus your efforts on improving your bottom line."
◊ Say how you "partner up" with your clients to meet the challenge: "So, together with our clients, we look at what may be slowing their network, how we can keep their system fast and secure. But most importantly, our technical experts seek ways to remove technical obstacles that could harm your productivity. "
◊ Include an anecdote that illustrates a past success: "We recently completed a project for one small business that both improved their internal operation through an upgraded intranet and streamlined their advertising and marketing. Their CEO told us recently that they were delighted with the outcome and has invited us back to help set up more employee training."
Read more about elevator speeches at Katherine Hansen’s article "Fantastic Formulas for Composing Elevator Speeches."
