One of the first and most important professional communication skills I learned in business was the importance of developing an “elevator pitch”…a very short statement that describes what it is you do. In fifty words or less (about 30-45 seconds) you should be able to communicate who you are, what you do, who you do it for, and how people benefit from what you do.
What I’ve come to realize over the years is that while even the most novice salespeople tend to have an elevator pitch, very few C-suite executives or entrepreneurs have embraced the practice. Also, most of the elevator pitches I hear aren’t very effective and obviously haven’t been refined to the point of becoming a strategic advantage. In fact, many times, even if the professional has developed an elevator pitch, he does not use it.
It’s almost as if there is an unwritten rule that once you’ve reached a certain position in life, you can ignore the fundamentals of good business and continue to rest solely on your laurels… It’s the people who subscribe to this theory. that seem to fall farther, faster, and harder… I strongly recommend that wherever you are in your career, you always pay attention to the basics that made you the successful person you are today.
I believe so strongly in the value of a good elevator pitch that I have developed nearly 20 different variations that allow for appropriate use based on setting, audience, need, service line, time availability, context, and situation. This gives me the ability to make a quick assessment of the current situation and take my proverbial “best step forward.”
A well-crafted elevator pitch will allow you to present yourself with credibility that builds trust while communicating a strong benefits statement that addresses a fear, need, or potentially painful situation… Simply put, it sets the hook. This is the technique I use and teach my clients:
My name is (name, title, company) and I specialize in helping (target audience) with (value proposition). This can usually be done in fifty words or less (if the introduction has already been done in much fewer words) and then followed up with a short example of how you can help someone achieve their goal, overcome their fear, or avoid pain. . situation… The following are some examples of my elevator speeches:
Version 1: This is my informal version that I use when the presentation has been made and they ask me what I do for a living… I help people align their energies and efforts with their passions because it’s just been my experience. that the daily actions of most people are not really aligned with their goals”. 30 words…
Version 2: “My name is Mike Myatt. I’m the managing director of N2growth and we specialize in helping executives build a strong personal brand so they can achieve greater job security and maximize earning capacity.” 35 words…
Version 3: “My name is Mike Myatt. I’m the managing director of N2growth and we specialize in helping executives who are unhappy with their current situation by serving as catalysts for growth and positive change.” 35 words…
Version 4: “My name is Mike Myatt. I’m the managing director of N2growth and we specialize in helping C-suite executives and entrepreneurs grow their revenue, talent and brand.” 29 words…
Version 5: “My name is Mike Myatt. I’m the managing director of N2growth and we specialize in taking executives who are too spread out and showing them how to take back control by maximizing their impact and leveraging their resources.” 37 words…
Each of the elevator speeches above has a short story that provides an example that supports the statement made and demonstrates how we have been successful in achieving the desired result with others.
A good elevator pitch can be used as a personal or corporate branding tool that can serve you well in both business and social settings. It can serve as an introduction or business card, an icebreaker or attention grabber, the introduction to a sales presentation, a venture capital or private equity pitch, a networking tool, or a myriad of other beneficial applications.
Create your elevator pitch today…then practice it, never stop perfecting it, and most importantly, use it often.