The Prospecting Professor: An Empire State Building Elevator Speech

Robert Craven, is a mentor, coach and consultant...based in the UK...and is one of Great Britain's leading marketing specialists. With regard to one's "elevator speech", he says:

"In a world of mediocrity, everything looks more or less the same, so why should they remember you? What makes you different? If there is were a choice between being different or better, then I would choose different every time. People remember different."

Yes! Thank you, Robert!!!

People DO remember different...and different is better, than "better."

I believe that the ultimate goal of a good "elevator speech" is absolutely NOT to tell a stranger everything about you, and your business, in 60 seconds or less. The ultimate goal is to spark a dialogue with this person.

A good "elevator speech" is the ability to describe your personality, achievements, skills, and work experience in 60 seconds or less (Much less, I think.) The tone should be commercial, the sentences short, and it should leave the listener wanting to know more.

If you don't have a good "elevator speech," here are the components to craft one, today:

Brevity. Albert Einstein said, "Everything should be as simple as possible, but not simpler." These words are especially apt for "elevator speeches." It takes about 60 seconds to go from the ground floor lobby to the 86th Observatory Floor at the Empire State Building. You should be done with your statement...by the 43rd floor.
Self-Promotion. Many of us shy away from self-promotion, and stop at telling people what we do...rather than how well we do it. If you can overcome this reticence, you have taken a big first step. I favor beginning an "elevator speech" by saying, "I specialize in..." Everyone can become a specialist in something...and quickly too. To specialize simply means that you have determined an area of interest and focus on your part. You could become a specialist in something, within 60 minutes of reading these words. (Being a "specialist" is different that becoming an "expert", which will require some experience and study.)
Crafting a First Draft. Your central message should convey that you are a highly capable individual, and should emphasize where you have added value to your organization or clients, how you've solved problems, and how you've helped others. Although the theme of your message should remain a constant, it should also have specific relevance to the listener. Use different examples. When you talk about your skills, describe HOW you use them, rather than WHAT they are.
Avoid Boring Detail. Make it snappy and memorable. Remember DIFFERENT, not better.
Don't Rush...to get your words in. Less is more. Pause when you need to. Don't just talk at your listener...use open questions, and actively listen to the response. Look them in the eye. Smile.
Rehearse...your pitch. Practice until is sounds natural, and not like you are reading from a script. Solicit feedback from your friends, family, and trusted colleagues. Put it to the test by "test-driving" it with someone who doesn't t know quite what you do. If they come back with a question, you'll know that you have a winner.

Comments

The Empire State Building remained the tallest man-made structure in the world for 23 years before it was surpassed by the Griffin Television Tower Oklahoma in 1954. It was also the tallest free-standing structure in the world for 36 years before it was surpassed by the Ostankino Tower in 1967.

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