As an Etiquette Expert in American Business for 35 years, trends have changed. The world moves quickly and our culture has become poor listeners. For example, just because people ask who you are in a business or in a social setting, does not mean they want you to tell them more than the basic information about yourself. Learn to summarize and memorize your personal information by creating a quick elevator pitch to introduce yourself in less than 10 seconds. The 30-second elevator pitch that was so common in the 20th Century has become far more information than people want to know about you. If someone wants more information based on what you do give them, they’ll ask you a question or two, which will give you the opportunity to elaborate.
Here is an short case study on the importance for becoming a good listener.
Dean of the University of Massachusetts Worcester Medical School, Dr. Aaron Lazre, a prominent psychiatrist, teaches his new physicians listening skills. He makes the case that it is critical for doctors to practice effective listening skills to ensure they not only know what their patients are saying, but also so they can respond appropriate.
While the typical doctor interrupts his or her patient after 18 seconds, it takes the average patient 65 seconds to fully explain their problem. Research shows that an average patient has three symptoms that prompt them to schedule a doctor’s appointment. If the patient never has a chance to tell the doctor their second or third symptom because the doctor has interrupted, the doctor may misdiagnose and the results could prove fatal.
Dr. Lazre goes on to tell physicians that even listening for the full 65 seconds is not enough. When the patient has stopped talking, the doctor should then make eye contact with the patient and ask if there is anything more. Only by practicing these good listening skills can the doctor begin to know how to treat the patient.
While good listening skills in business may not be a life or death situation, it is as important to the well being of the business as a doctor’s listening skills are important to their patient.
As you will see in the examples below, the basic bones of an elevator pitch stay the same. The differences lie in the amount of information you provide for each length pitch. The ideal elevator pitch is fast, energetic and informative. Time these pitches for yourself by using the second hand on your own watch; then write your own original elevator pitches and memorize them.
10 Second Elevator Pitch:
- State your name: “Hello, I”m Sue Lee…
- Who you work for:… and I work for Dodd & Harp Printing Company in Detroit.
- Describe your ideal networking candidate: Our clients are small businesses who need fast turnaround services.
- How you do it:… so we have designers and state of the art printers at our location.”
15 second Elevator Pitch
- State your name: “Hello, I am Sue Lee…
- Who you work for:… and I work for Dodd & Harp Printing Company on Main Street in Detroit.
- Describe your ideal networking candidate: Our clients are small businesses who often need help with graphics and layout as well as fast turnaround services…
- How you do it:… so we have designers and state-of-the-art printers at our location.”
This is an example of a 20-second elevator pitch which you’ll see is simply sharing too much information. To think that only a decade ago we used 30-second introductions as a standard form of introduction is mind-boggling.20 second Elevator Pitch
- State your name: “Hello, I’m Sue Lee…
- Who you work for:… and I am VP of Sales for Dodd & Harp Printing Company on Main Street in Detroit.
- Describe your ideal networking candidate: We’ve been in business for seven years and our clients are generally small businesses who often need help with their graphics and layout as well as fast turnaround services.
- How you do it: And, we have four designers and state of the art printers at our location.”
Keep it short and sweet and then offer the person to whom you’re speaking the respect of being a good listener to what they’re saying to you.