Here’s a contrarian viewpoint. I believe that trying to develop an elevator speech, in which you attempt to summarize what you do in a single sentence, is an amazingly dumb idea. Lord knows, I’ve spent enough time working on one for myself and trying to develop them for clients.
Finally, it occurred to me that it was a complete waste of time.
Think about what’s typically developed.
Either it’s what I call the Yellow Page classification answer…”I’m a financial advisor”…accountant…butcher…baker…candlestick maker.” Exceeding dull and only serves to check off our list of polite chatter, “I’ve said what I do.”
Or it’s incomprehensible to anyone who doesn’t live in your business world…”I’m a supply chain consultant.” (Come again?). “I integrated proprietary networking systems into legacy based infrastructures.” (How nice for you.)
Or, we attempt to get creative…”I help people live their dreams.” “I turn potential into gold.” Blah, blah, blah. (As an aside, how does anyone actually say that stuff with a straight face? It’s a rhetorical question-so if you are someone who uses a “creative” elevator speech, there’s no reason to write me an angry note.)
But, we do have to say something. So what’s the answer?
Here’s what I think.
The goal for what you say is to stimulate curiosity. If they’re interested in learning more, they’ll let you know. That permission then enables you to tell them the short story about what you do.
I recently saw a great example of this from, of all people, a lady involved in MLM/Network marketing. As a group, these people are usually the worse at this sort of thing, but this lady had a great answer to the “what do you do?” question.
“I help mature women look as attractive as possible.”
I was intrigued and followed her around the room for a bit. Virtually everyone she said this to, asked a follow up question. That question then gave her permission to tell her story about how she started selling this product. (Did you catch why this line works so well?)
The lesson? Get them curious.
For years I told people some version of “I’m a marketing consultant.” The alternative I used, “I assist business owners attract more new clients with no cold calling” was OK, but never flowed as smoothly as I desired.
One day it occurred to me that one of the primary ways I attract clients is through my books, and that I spend the majority of my time preparing, writing or promoting them. Thus, I shifted my answer to, “I primarily spend my time writing books.”
What a change in reaction.
“What types of books?” “How many have you written?” “What are they about?” “Where can I get them?”
This naturally enables me to transition into the story about how I became an author, how I speak, train and coach people on using stories to sell.
Rather than just blab at people uninvited about what we do, or attempt to be cutesy with our elevator speech, focus instead on making them curious. That way you’ll be invited in to tell the longer story about how clients benefit from your services.
However…figuring out what precisely will make them curious requires that pesky mental heavy lifting I often refer to. But, if you’re planning on using networking events or other social engagements as a tool for meeting new clients, it’s certainly worth the effort.
Good food for thought.
PS: Would you like some assistance is developing your Anti-Elevator Speech? GO HERE
