How To Create
An Effective Elevator Speech
Do you have an
elevator speech? How do you answer the question, "What do
It's been said you only have 30 seconds to impress your sales prospects and
customers. Actually, it could be even less! If you're selling products and services
it's critically important that you can answer the question - what do you do.
Most salespeople don't have one and that's why you need one.
An elevator, prepared in advance, speech
is a compelling statement about you, your products and the services you provide
that grabs attention and creates curiosity in the time it takes for a short
ride in an elevator.
The origins of an elevator, prepared in advance, speech
literally come from a chance encounter in an elevator knowing there's only a
brief amount of time to deliver a message that's both unique and intriguing.
The point is you meet new people every day. You never know when the next business
opportunity will present itself, so having a prepared elevator speech that's
ready to go on a moment’s notice is crucial.
Think about it, even in a job interview you're usually asked, “Tell me
about yourself,” and what do you usually do? Spout off in chronological
order the jobs that you have held. Boring! Bland! Benign!
If you're in sales you want to set yourself apart from the competition and
creating an effective and powerful introduction is one way to do it.
Let’s say that Susan owns a hairdressing Salon. She finds herself waiting
in a line at the post office and to pass the time she strikes up a conversation
with those standing near her.
She's asked, “What do you do for a living,” and her normal response
was “I own a hairdressing salon,” which pretty much says it all
- just not in a creative way.
Imagine now that she responds, “I own a hairdressing salon and our stylists
make our customers more attractive everyday.” Okay, that is certainly
an attention-getting statement, isn’t it?
The people in line now want to know more about Susan and her Salon as a result
of her short elevator speech.
They want to know how it is that Susan makes people more attractive because
deep down they are wondering whether Susan and her stylists can make them more
attractive as well.
That's an example of an elevator speech. People are always clamoring to know,
“What’s in it for me,” and you have 30 seconds to sell yourself
or your product in such a way that your sales prospects want to know more.
So How Do You Create One
It's not too difficult, but it does take time to get it right.
Start off by making a list. Write out exactly what the product or service is.
Now make a list of all of the benefits a buyer of your product or service will
Your list of benefits is the centerpiece of your powerful introduction.
For example - "I’m a sales representative with over 20 years of
experience in environmental services." Your sales prospect is probably
thinking, so what?
What is your value proposition? How does your 20 years of environmental services
experience help your sales prospect? What if you added this phrase: "My
specialized training and advanced degrees allow me to quickly identify the red
flags I spot during on-site inspections."
Ah, now I understand why I should learn more about these environmental services.
You may need to create different versions of your elevator speech based on
the business you're in. Think about the types of people who you interact with
on a daily basis and develop different versions if it makes sense to do so.
Just make sure it's professional, polished and conversational.
Remember that practice makes perfect. Your elevator speech should be spoken
Here's a sales tip
Record yourself so you can hear how you'll sound to others. This will allow
you to make the adjustments to make your powerful introduction sound more conversational
and spontaneous. Go
here for even more sales tips.
The best elevator speech I ever heard was created by a president of public
relations firm. It went like this. "Our business is to make your business
You want your elevator speech to be "Unforgettable."
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