Suppose you're with Bill (an associate), who introduces you to Joan, who owns one of the companies you'd have a preference to do business with. Joan asks, "What do you do?"
How would you reply?
This is your one chance to be in contact with a key business in your target market. You want to grab Joan's attention and get her interested enough to continue the exchange.
What will be your answer? Would you stumble over your words and "ruin the opportunity!' That's what most people do in this circumstance or only end up giving Joan a description of their function or their label.
Like a good boy scout you want to "be prepared" with a compact, forceful elevator speech. Then, when the opportunity arises, you can launch into your elevator speech, having faith that you can get Joan's attention and pique her interest. You also know that your elevator speech will aid you to buy yourself enough time while you mull over what you could do next!
Wherever you are, and whoever you discover yourself in the proximity of, the way you launch a conversation will decide whether or not it will proceed. You have to "seize the day" and grasp the opening with both hands before it's removed.
The problem with most labels/titles/roles is that they are rather obscure and generalised. As a result, sharing your label doesn't generate any prompts for the discussion to go on. Joan has not yet been given any ground why she should communicate with you again. In fact, by now, she's probably looking for a way to close the conversation and get onto other more imperative things!
Bottom line - who really cares" who you are" or "what your label is?" Joan has only just been associated with you; she has no interest in you or your title - Joan's only interest is: "what's in this for me?"
Did you catch that? Joan is not curious about you, your venture, your brand, or the services you supply! Joan's central interest is in how you/your business can answer the needs and wants of her company. Therefore, if you long to get Joan's attention, your marketing message and your elevator speech have to be designed in such a way that "Joan" begins to surmise - "this person can iron out my problem, I need to meet with him/her again."
An elevator speech gets Joan's attention by illustrating the problems her company faces and which your business has devised an unique, innovative and valuable solution for. If Joan really fits within your target market, she'll be attentive and want to know more. If not, she won't; and you'll comprehend there's no point in contemplating to do business with her business.
An elevator speech is an important marketing message. Don't shut the door on new business because of poor preparation. Rather, design a short, compelling elevator speech to aid you to maximise your networking opportunities.
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