Published May 2005

Answer these questions
to elevate elevator speech

By Lorraine Howell
Guest Columnist

You only have one chance to make a good first impression. This is especially true in today’s fast-paced business world where cards and introductions are exchanged and soon forgotten.

When someone asks the introductory “What do you do?” keep in mind that 15 to 20 seconds — or the length of an elevator trip — is all you have to start a conversation that has the potential to fuel your company’s growth. It is well worth your time to craft a compelling sound bite beforehand that addresses what you do and why the listener should care.

To get to the essence of a great elevator speech, answer these questions:

Who is your target audience? We can’t be all things to all people, so be as specific as possible with your reply. Is there an ideal industry, business type, group, socioeconomic status, location, hobby or other factor that describes your best customers? If your target audience is a business, what is the company’s profile, number of employees and annual revenue? Where is the business in its growth cycle?

When you identify your niche or target market and target your message to your ideal customer, listeners will see the value and be eager to talk more about it. And, if the people you meet are not a fit for your skills and services, a well-worded elevator speech can encourage quality referrals.

What do they care about? Most business owners care about making a profit, outperforming their competition and managing their image and reputation, yet within each business or industry there are unique concerns and problems. The more you understand the situation from their perspective, the more likely you will be to hit a nerve with your elevator speech. Ask your customers what is important to them and listen carefully. Within their comments are the jewels that can help you craft a winning elevator speech.

What value/results/benefits do you provide? Don’t launch into a long explanation about how you do what you do. This confuses the process with the results. Rather, define what problems you solve for your customers. Here are a few examples to help frame your storytelling:

• “I help image-conscious women purchase and enjoy diamonds for less than they would pay at the area’s finest local retailers. Plus, I provide exceptional client service and superior gem quality.”
• “I show leadership teams how to improve their presentation skills so they can influence their direct reports to achieve stellar performance. I also assist CEOs in communicating their growth strategies, performance expectations and business issues to reporters and analysts with candor, impact and credibility.”

What spins your jets about what you do? People like to work with professionals who demonstrate passion and enthusiasm for their work, so share zest and energy when you deliver your elevator speech. Make it clear that you enjoy your work and the results you bring about for customers.

Put the pieces together to hasten the path from “hello” to “yes.” As the answers to these questions unfold, your elevator speech will take shape. Use the language of your target audience to state your value and benefits. Shortcut the process and get right to the results in an enthusiastic and compelling way.

The key is to answer these questions in a manner that makes clear the value and results you offer clients. With practice, your elevator speech will flow naturally, become part of your personal brand and help you make the most of every opportunity you get to make a good first impression.

Lorraine Howell owns and operates Media Skills Training. Howell teaches business owners, CEOs and management teams to speak with confidence and impact. Contact Howell via e-mail at lorraine@mediaskillstraining.com, by telephone at 206-447-1375 or visit www.mediaskillstraining.com.

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