This morning I had the pleasure of doing one of my favorite things: talk to a group about one of my favorite topics – the elevator pitch.
If you are in business the elevator speech should not be anything new to you. It is simply 30 seconds of verbal mayhem that supports or blows up your first impression.
Your introduction is critical because all business begins with an introduction; either you introduce yourself or you are introduced via a third party.
This morning a couple of the attendees mentioned that what I presented is different than what they have heard from other professionals. What they had been told was more about structured rules, protocols and expectations.
There are many networking groups and they have certain protocols that their members or attendees are expected to follow. You should respect these protocols. As far as all the “rules” of elevator pitches, if they do not work for you – break them.
You can talk to 10 people that do what I do (career, networking, business building coaching or resume writing) and can get 12 different answers to the same question. You can also do an internet search on the topic and really get overwhelmed with advice, dos and don’ts.
Given this overload and sometimes conflicting information overload my suggestion is this: read or listen to it all then stop using your head and listen to your gut. Use what resonates with you. This morning what I said, as explained below, resonated with the audience. For them it felt like breaking the rules and it felt good!
The Context of an Elevator Pitch
If you break down networking to the core it is all about building relationships. Relationships are based on an exchange of value. Before you can build a relationship, you must first make a connection, which is the point of your elevator pitch.
Make a memorable impression
I have a hard enough time remembering names, there is no way I can remember titles. My brain filters those out because they are unimportant.
Titles are meaningless for two reasons:
1. Titles allow your audience to determine your value. If you had a friend that had an unscrupulous broker who caused them to lose all their money in the market, what do you think their personal impression of brokers would be? If they were at a networking event and someone walked up and introduced themselves as a broker, do you think your friend would have the warm and fuzzies for this person?
Your friend is assigning a negative impression and value to someone they just met solely on the basis of their title.
2. Titles do not convey value. There are certain titles that do not need to be elaborated on, for example Pediatric Surgeon. That pretty much sums it up. However, for the vast majority of us titles are ambiguous.
The Crafting of an Elevator Pitch
You are not a title, stop introducing yourself as such. Introduce yourself as your value.
Make it clear
What do you do and for whom? Break it down to the very basics. What do you do? I have a friend in insurance and he does lots of things for his clients. Planning, sells insurance, blah, blah, blah. But what does he do at the core? For him and his clients it is all about retirement. His core is preparing and guiding his clients to be able to retire when they want with the income they want.
His what is retirement his who is his clients. He changed his introduction after we spoke from “I work in insurance to help my clients plan for and …….” I am not including the rest because I am pretty sure you started nodding off after hearing “insurance”.
He now introduces himself as “I’m a retirement coach.”
Make it less (to get a response)
I was at a networking event a month or so ago and a woman and I were talking when we were approached by a young man. We followed proper etiquette and invited him into the conversation asking what he did.
That was a mistake. After two minutes we started shifting in our places, after three minutes we started shooting each other sideways glances. By five minutes we were saved by an announcement over the loudspeaker. And we still didn’t know what he did.
You want to elicit a response from your audience, preferably a positive one. Ideally you would want a question. This gives you leeway into a conversation.
My friend who is the retirement coach is almost always asked a question. He purposefully uses a very short introduction to lead to a deeper connection.
Make it personal
I love the IT industry. I have a great deal of respect for people who work in this industry. I also know they get a bad rap. I also know that a lot of them do not help themselves clear that rap. I work in branding, I work with social media and with technology. I know what I know and it enough for me at this time. I also know when I am out of my league.
When I have to call on IT professionals the first thing I tell them is “I am an IT idiot, explain things to me as you would a three year old.” I just do not get what they are talking about when they use IT verbiage. I am also not alone.
When you describe your value, describe it in a way that other people – us non-industry people – will understand. Make it relatable to me. If I can understand it and relate to it I will remember it. I cannot talk about you or refer you if I can’t remember you.
One client started introducing himself in this way, “You know when your company does a system update and you come in the next morning with a crashed computer?” pausing for a positive response “I’m the guy that makes sure that doesn’t happen.”
Make it real
This is about you so it should sound like you. Not resume you, real you. The person I am talking to right now and at any time in the future. Be authentic, be yourself. My dad told me many years ago that a lie is much harder to remember than the truth. It is much easier to be yourself in every situation than present a façade and keep it up.
Some people are going to like you, some are not – there are no two ways about it, you cannot please all people all the time. The real you will resonate with the right people, clients, prospects and organizations.
I am a straight forward, blunt and high energy. I also practice the art of effervescent witticism (sarcasm) and sometimes my language does not meet with my mother’s approval. I am this way in my blogs, seminars, talks and coaching. I am consistent. You know what you are getting. I am passionate about what I do, I give my clients my all and I celebrate their victories as much as they do.
I also am the kind of coach who tells her C-level executive client that he has a bad case of verbal diarrhea. It clicked with him and he appreciated it. He also said no one had ever told him that before (even though he knew deep down he was doing it) and I told him because everyone else was afraid he would fire them.
This does not resonate with everyone, this is why everyone is not a client and I do not want everyone as a client.
When he refers me he can tell his peers what to expect and they get it. Part of my brand is my consistency in who I am and the value I provide to my clients.
This leads me to my last point:
Make it repeatable
The more I understand what you do and how it relates to things I can understand the greater the chance I will remember you and more importantly, mention you.
Many times in structured networking events you are expected to mention the types of contacts or companies that you are seeking for an introduction. If I know that contact, but not your value, then how can I introduce you?
If I tell one of my contacts that they need to talk to you one of their first questions will be either, “Why?” or “What do they do?” If I cannot answer that question I will feel stupid. It is as though I am telling my contact that I am using them and it is a one way introduction – for you to get value from them but not for them to get value from you.
Telling them a title will not answer their questions. If they ask me what you do and I say you are an IT Manager they will ask more follow up questions to determine if they want to have that conversation. Your value will determine if they will share one of their most valuable resources: their time.
Sell me on you so I can sell you to others.