You are in a business meeting or perhaps at a networking round table. Maybe you ARE actually in an elevator (or lift if you are England) when someone asks you: “So, what do you do?”
It’s an inevitable question. Sometimes it is formalized, often it is one of the first things you are asked when you meet someone for the first time. This is the chance for you to give your elevator speech. But what IS an elevator speech? Surely it isn’t rehearsed, word perfect speech or monologue? How did it get it’s name in the first place and do you really need one?
The Elevator Ride – Ok, I know it’s a cliche but the term “elevator speech” comes from it’s close cousin “elevator pitch”. The idea stems from the fact that a typical elevator trip is perhaps 30 seconds to a minute in length. I know some are longer and some shorter but you get the idea. Furthermore, chances are that some of those elevator rides will allow a short conversation to take place. Again, I know that many of us would rather not talk to strangers in an elevator but assume for a minute you are asked the “what do you do?” question.
You have a short time to engage and grab the attention of the other person by succinctly explaining what you do in a way that gets them to want to know more. In the case of an elevator pitch this is likely made to someone who might be interested in investing in your business idea.
In any event, assume you only have the time it takes from elevator doors closing, to doors opening. You need to be able to get the message across in that time.
Real Life – although there are probably very few occasions you will be in this situation, it pays to learn from the analogy. You have 10 to 30 second to grab attention. That’s it! You may not think what you say is an elevator speech but it most certainly is. If you chose not to use that terminology and prefer 30 second introduction, or 30 second infomercial that’s fine, but the goal is the same.
So, how do you get that attention in such a short time?
- Avoid time wasting detail – stick to your name, company name as an intro. “My name is……. from company X” is fine and you’ve already used a few seconds.
- Tell them who you work with – “I/we help (this type of client)
- Client problems you solve – “who have (this type of problem)
That is all you need. It will be enough to get attention and before the elevator doors open you stand a good chance of being asked for more information or even getting a business card.
Keep your focus on what you are trying to do – get that expression of interest. You are not in an elevator that takes 3 minutes to travel from the first floor to the 10th floor – you do not have time for lengthy anecdotes and explanations. The analogy works, even if it is cliched!