One of the first and most important professional communication techniques taught to me in business was the importance of developing an “Elevator Pitch” … a very short statement that describes what you do. In fifty words or less (between 30 and 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 sales people tend to have an elevator pitch, very few high-level executives or entrepreneurs have embraced the practice. Also, most of the elevator launches I hear are not very effective and obviously have not been refined to the point of becoming a strategic advantage. In fact, many times, even if the professional has developed an elevator pitch, they don’t use it.
It is almost as if there is an unwritten rule that once you have reached a certain position in life, you can ignore the basic fundamentals of good business and rest only on your laurels … It is the people who subscribe to this theory. . that seem to fall further, faster, and harder … I highly recommend that wherever you are in your career that 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 to give my proverbial “best foot forward.”
A well-crafted elevator pitch will allow you to present yourself with confidence-building credibility while communicating a robust benefits statement that addresses a fear, need, or potentially painful situation … Simply put, it sets the hook. Here is the technique that I use and that I teach my clients:
My name is (name, title, company). I specialize in helping (target audience) with (value proposition). This can normally be done in fifty words or less (if the introduction has already been done with far fewer words) which can then be followed by a short example of how you can help someone achieve their goal, overcome their fear, or avoid a painful one. situation … Below are some examples of my elevator arguments:
Version 1: This is my informal version that I use when the introduction is done and they ask me what I do … “I help people align their energies and efforts with their passions because it has simply been my experience that daily actions of most people are not really aligned with their goals “30 words …
Version 2: “My name is Mike Myatt. I am the managing director of N2growth and we specialize in helping executives build a dominant personal brand so they can achieve greater job security and maximize earning power.” 35 words …
Version 3: “My name is Mike Myatt. I am the managing director of N2growth and we specialize in helping executives who are unhappy with their current situation by serving as a catalyst for positive change and growth.” 35 words …
Version 4: “My name is Mike Myatt. I am 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 am the managing director of N2growth and we specialize in taking executives who are too dispersed and showing them how to regain control by maximizing their impact and leveraging their resources.” 37 words …
Each of the above elevator launches has a short story that provides an example in support of the statement made and demonstrates how we have been successful in achieving the desired result with each other.
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 a presentation or business card, an icebreaker or attention grabber, the start of a sales presentation, a venture capital or private equity speech, a networking tool, or a myriad of other beneficial applications.
Create your elevator pitch today … then practice it, never stop refining it, and most importantly, use it frequently.