Do You Have an "Elevator" Speech?

By Terri Murphy   

 YOU FINALLY GET THE CHANCE TO MEET THAT REALLY BIG PROSPECTat a networking event ….and you know you've got a tiny windowof opportunity to connect with him to make your introduction. You manage to approach him to introduce yourself, and hesays, "Nice to meet you......and what do you do?"  

If you are like many of us, you launch into some spontaneous rambling about your products or services in an unimpressive and in a not very memorable way.     And you know you’ve blown it when Mr. Big smiles weakly and says, "Nice meeting you as he walks away….And its then that you realize you have just missed a big chance to advance the relationship to get his business. What could you have done differently to maximize those precious seconds to make a compelling impression? What it takes is a well crafted "Elevator Speech”.  

What is an elevtor speech?
An elevator speech is a brief description of what you do and who you do it for. – like a personal commercial.  Most people will state what they do, but they don’t describe how they help customers improve the quality of their businesses or their lives. They don’t mention how they add value or include any benefits.  And most importantly, they don’t make the other person want to continue the conversation… If you can keep the conversation going, you are on your way to advancing the relationship that will ultimately lead to doing more business. So exactly how do you craft a dazzling elevator speech? 

How can I write one that is right for me?

Let’s start with the timing:   It should be of the length that you could share with someone in an elevator on a short ride…. There are many different strategies on this, but studies show shorter is better.7 to 9 seconds will do it, and some are up to 30 seconds…but remember the shorter it is the easier it is to remember!   Every word counts and the crafting of the message is clearly is critical. 

•  Take out a piece of paper and simply write down all the services you provide for your customers. Think about how you help them save time, money, improve productivity,  
• Brainstorm why people choose to do business with you – we all know there are many different providers, but list what makes your customers want to continue to do business with you and what do YOU do… to make them raving fans 
• Write out what you do in such a way that it encourages more conversation As an example:  Instead of saying, I sell real estate, you might say:I specialize in helping people get the most for their money when they buy or sell properties.  
•  Break the statement down ---Tell us what you do…. and then tell us how the customer derives the benefits from working with you.  As an example for a financial planner you might say: Hi, my name is Carol and I help families save money SO THAT their kids can go to college and they can still enjoy their retirement Or I help people build wealth by managing their money SO THAT it works better for them. 
• You must write out your elevator speech – it becomes you – it must roll smoothly and be spontaneously delivered – it must be easily understood which means, you must… 
• Practice, Practice and Practice!It may be something you continually tweak until it sounds just right! After you’ve been able to open the door at an encounter or event meeting using your elevator speech your next step is to continue to advance the relationship by asking questions about what they do…Get as much information as you can, and then use this powerful script:  

       “Mr. Big, it’s been delightful meeting you.  I’d like to see if I know   anyone in my database that might be a good prospect for your business…..How I can best refer you?” 

This sentence alone will make you stand out, and allow you to discover what this person needs and wants really are …so you can determine if they are a fit for what you sell! Get their interests, ideas and information, and here’s a critically important step: Your follow up is critical, so whatever you promise to do or send – do it!   Your elevator speech can work for you hundreds of ways and hundreds of times in a day …

 How many ways can I use my elevator speech?

Here’s several ways you can use it, 

• Every time you introduce yourself to people.
• Include it in your automated signature line in your e-mail    
• Use it when you leave a message for a prospect on their voice mail 
• Don’t forget to include it on your business cards, your letterhead or articles you may write.·        
• Always include it on your marketing pieces and brochures After a meeting….be sure to follow up with a personal note, or send your new prospect a book or information about something you’ve discussed at your meeting. This will help them “remember” you and the event and make it easier to get an appointment when you call. 

Using a well crafted elevator speech to introduce yourself and what you do becomes effortless, fun and highly productive.  And if you really want to maximize your business opportunities, invest in designing an elevator speech that takes you to the top!

Terri Murphy is founder and president of www.WomensWisdomNetwork.com -For more information: visit: www.TerriMurphy.com