Here’s a contrarian viewpoint. I believe that trying to develop an elevator speech, in which you attempt to summarize what you do in a single sentence, is an amazingly dumb idea. Lord knows, I’ve spent enough time working on one for myself and trying to develop them for clients.
Finally, it occurred to me that it was a complete waste of time.
Think about what’s typically developed.
Either it’s what I call the Yellow Page classification answer…”I’m a financial advisor"…accountant…butcher…baker…candlestick maker.” Exceeding dull and only serves to check off our list of polite chatter, “I’ve said what I do.”
Or it’s incomprehensible to anyone who doesn’t live in your business world…”I’m a supply chain consultant.” (Come again?). “I integrated proprietary networking systems into legacy based infrastructures.” (How nice for you.)
Or, we attempt to get creative…”I help people live their dreams.” “I turn potential into gold.” Blah, blah, blah. (As an aside, how does anyone actually say that stuff with a straight face? It’s a rhetorical question-so if you are someone who uses a “creative” elevator speech, there’s no reason to write me an angry note.)
But, we do have to say something. So what’s the answer?
Here’s what I think.
The goal for what you say is to stimulate curiosity. If they’re interested in learning more, they’ll let you know. That permission then enables you to tell them the short story about what you do.
I recently saw a great example of this from, of all people, a lady involved in MLM/Network marketing. As a group, these people are usually the worse at this sort of thing, but this lady had a great answer to the “what do you do?” question.
“I help mature women look as attractive as possible.”
I was intrigued and followed her around the room for a bit. Virtually everyone she said this to, asked a follow up question. That question then gave her permission to tell her story about how she started selling this product. (Did you catch why this line works so well?)
The lesson? Get them curious.
For years I told people some version of “I’m a marketing consultant.” The alternative I used, “I assist business owners attract more new clients with no cold calling” was OK, but never flowed as smoothly as I desired.
One day it occurred to me that one of the primary ways I attract clients is through my books, and that I spend the majority of my time preparing, writing or promoting them. Thus, I shifted my answer to, “I primarily spend my time writing books.”
What a change in reaction.
“What types of books?” “How many have you written?” “What are they about?” “Where can I get them?”
This naturally enables me to transition into the story about how I became an author, how I speak, train and coach people on using stories to sell.
Rather than just blab at people uninvited about what we do, or attempt to be cutesy with our elevator speech, focus instead on making them curious. That way you’ll be invited in to tell the longer story about how clients benefit from your services.
However…figuring out what precisely will make them curious requires that pesky mental heavy lifting I often refer to. But, if you’re planning on using networking events or other social engagements as a tool for meeting new clients, it’s certainly worth the effort.
Good food for thought.
PS: Would you like some assistance is developing your Anti-Elevator Speech? GO HERE
Most sensible thing I've read about elevator speeches in years – well done Mark!
Ian
Congratulations – not only did you develop a clever response to the 'what do you do?' opener, you also finally figured out just what the elevator pitch is meant to achieve – curiosity to learn more. Shifting your attitude and understanding of its intention is what led to success. Here's how the 'elevator pitch' got its name: you're in an elevator; the door open at floor 6. In walks Bill Gates who presses 15. Your challenge: say something that will get him to reply "call my office for an appointment!" That would be the well-crafted elevator pitch.
Thank you for this short story. You are right that we have to make them curious and use as much as possible active listening and positive thinking on our clients.
Best regards
Eugen Ghita
Very nice! I like this approach and will try to figure out my anti-elevator, curiosity-seeking short pitch.
Mark, food for thought indeed.
I would have said that what you refer to as an elevator speech in the UK at least is more often referred to as a USP, despite it generally failing to meet the Rosser Reeves definition. All too often in my experience business owners tie themselves in knots trying to find a compelling USP when in truth they have little that is unique except them selves (their YouSP).
At BNI we are invited to have a memory hook, at which point I normally say "I provide proven solutions for better business performance", which is still evolving and does not exactly trip off the tongue easily. I also tend to use the phrase when I am asked the USP question, since having the debate about what USP started out as is too tedious after a while.
I think we are both looking for the best answer to the question, however it is phrased – what do you do, elevator pitch, USP, memory hook – which really means tell me something about you and your business in a sentence that gives me a reason to carry on the conversation. To that end I like your notion of saying something that provokes curiosity.
I like your perspective and agree. It gets back to the fundamental purpose statement. For instance Schlage Lock company's purpose was "To make the world more secure".
It is hard to get to the heart of your pupose though. You have to keep asking yourself "why"…about 5 times and then you may just get to it.
Not sure what mine is – maybe "I help people".. still working on that.
Thanks for sharing.
Kind Regards,
Shirley
This is a great view of "elevator pitches" from a completely different angle. I agree that hitting people with your sales pitch straight-away is an immediate turn-off.
Inducing curiosity is a great way to lead them into your offer.
I would also suggest coming up with a USP to weave into your conversation. Something that will make you stand out! Great post!
When someone asks what I do, I say, "I'm not sure what I do would be of interest to you".
Bravo! I agree! I have a Retirement Planning practice, unfortunately I don't write books
Diane -
Write a book! It's easier now than ever and you can have someone ghost write one for you. It's better if you have some compelling idea, theory or way of doing business but even without that…..write a book!
eric j
Mark,
You are true to your words. Your title is controversial (which I like) and totally aligned with your text. You caught my curiosity. Whether one agrees witht he elevator speech or not, what I understand is that everyone will respond well to authenticity. In a way, I think this is also your message.
Thank you for posting this.
Love it, I have now changed tack and feel much more confident in speaking about what I do. thankyou
Love it…I ALWAYS hated the quick elevator speech. But if it causes more interests or additional questions, it does say the same thing…but I like your approach.
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I agree.. It is very difficult to sum-up what you do in 30 seconds and make someone interested in it.
One of the painful aspects of the elevator speech is that it can feel artificial…like a mask. If instead we can drill down to the core of where we live and say something genuine from there, that will be a lot more interesting…hence, the curiosity!! Thanks Mark!
"I help people find exactly what they're looking for"
- Local Internet Marketer
Mark, I have been saying this for 20 years. Good job.