The term "elevator speech" commonly raises a few issues! Most small business owners know that they need to be able to grab attention from their target audience quickly and effectively, whether in a formal networking session or simply in answer to the question: "what do you do?"
You will hear numerous examples for elevator speeches at networking events whether you chose to use that term or one of its alternatives: 30 second introduction, 30 second elevator speech, elevator pitch and so on. It might seem easu enough but the term inself can cause problems - some feel that it puts you under pressure, or needs to be a "killer speech" or something similar.
Actually, an effective elevator speech doesn't need to be complicated or use some form of networking magic, but it does need some planning and practice to get results consistently.
However there is one thing that you can do that will make your elevator speech far more attractive, and it stems from the most common elevator speech mistake, namely: Talking about yourself.
That may seem counter-intuitive. Surely if you are going to introduce yourself you need to talk about your business? Well, yes and no! You need people to understand that you might be a solution for them, but you also need to make it relevant to their situation. You don't acheive that by talking non-stop about yourself. A few things are in play here.
1. People are primarily concerned with their own issues and challenges. They are looking for solutions even if they don't actually know what that solution is just yet. In other words they don't care about YOUR stuff.
2. The things you are proud of about your company don't usually speak to those issues they care about. In other words the length of time you have been in business, where your office is located, the long list of services you provide, how well you are doing in the current economy etc. are NOT going to engage them
3. Attention span is short - assume you have 10 seconds to engage your listener. Do not waste that by telling them about you. Make it about them
This may sound obvious but listen next time someone gives an elevator speech. It is extremely common to hear material about the speaker and their company. It is so common that there is another factor here too: Everyone sounds the same or similar. When you don't stand out, you are far less likely to be remembered.
A common way businesses seek to be unique is to use phrases like: "We care about all our clients" or "We have the best customer service in the city" or "We want you to delighted with our service, that is what makes us unique" and so on.
However this STILL isn't unique because all the competition is saying that too! So what is the answer?
Make your elevator speech about your IDEAL CLIENT. Spend some time thinking who that is and what their issues and challenges are, and how your company solves them. Once you have figured that out (and it takes some time, be as specific and focused as you can) lead with that.
For example: "I am Jerry from Acme accounting where we help small business owners frustrated that they feel they are paying too much tax every year but can't get a straight answer from their financial advisors"
People will quickly understand you, and want to hear more. Keeping the focus on them is a great way to acheive this and also to help you sound different from everyone else!
Author Resource:-
For a step by step, online program to help you define and implement your own 30 second elevator speech: Visit: Elevator Speech
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