29. The Elevator Pitch

A Professional Development Quick Tip

They say first impressions count, but so too do introductions! Developing a personal introduction is not only a must for networking events, but also for those unexpected and spontaneous meetings life throws our way.

Imagine bumping into someone you admire: perhaps the CEO of a company you’ve always wanted to work for; an author whose works inspire you; or maybe even a well placed individual in the industry you wish to enter. Beyond the simple pleasantries, how do you respond to any questions regarding who you are and what you do?

The following are simple to ask; but we don’t always answer them as well as we could:

What do you do for a living?

What line of work are you in?

So, tell me about yourself?

Having a ready to go statement in our back pockets is incredibly useful. It avoids pauses, and any dreaded ‘umm-ing’ and ‘ah-ing’ that may arise. Not only does polished speech come across as more professional, but it makes one sound more intelligent too.

Short statements, explaining who you are, what you can do, and where your passions lie, are often referred to as ‘elevator pitches’. The original idea being that the most likely chance to sell yourself to an executive would be, in an elevator. (A trapped audience, albeit, only for a moment!). Thus, the statement should fit within the time it takes to ride an elevator. Roughly 30 seconds, but no more than 2 minutes.

Luck is what happens when preparation meets opportunity.

Seneca

The overarching intent of an elevator pitch is to create interest quickly. To engage your audience in such a way, that they’ll want to hear more. Putting together a few lines outlining who you are professionally and personally; where you have come from and where you are going; how you add value; and what you are passionate about, helps your audience to determine how much further they wish to take the conversation.

Statements, such as: “I’m Bob. I work in Accounting“, is not particularly interesting (sorry Bob!). Rather, Bob could throw in some interesting facts. Perhaps what he has achieved recently; what he is currently working on; or what really floats his boat.

“Hi there, I’m Bob, and by way of background I am an accountant at We Love Taxes. Primarily, I work in auditing; but, having spent many years prior in bookkeeping, I’ve recently developed a software tool that helps X. What I’m really passionate about, is changing the way we think about X. Did you know that 75% of people X? To combat this, I am currently working on a new X which I’m planning to launch in June.“

The best way to develop an elevator pitch, is to start by writing short sentences or dot points:

• What is your name? (this one should be easy) Ted.
• What is your job title? Director of No’Mo
• What does your organisation do? Designs artificial limbs.
• What do you do specifically? I oversee … / I work in …
• What do you love about your job?
• How do you add value?
• What is a recent accomplishment of yours?
• How did you start out?
• How did you get into this line of business?
• Where do you see yourself going into the future?
• Where do you plan to take the company?
• How do you give back to society?

Then play around with combining these dot points into a short paragraph:

I’m Ted, Director of No’Mo, a not for profit organisation that designs and develops artificial limbs. Our primary concern is for the victims of land mine explosions in third world countries. Unlike most companies, we focus on creating functional parts from recycled … The idea began when my daughter …

So, tell me about yourself?

Well, when I’m not playing mum, I teach job skills to veterans seeking civilian employment. I’m a massive advocate for ensuring the transition away from military life is supportive. In 2015, I myself was medically discharged. Having spent my entire adult life to date living and breathing Navy, my self-identity was completely shattered. What I bring to the table is my ability to empathise and appreciate the struggles others are experiencing...

Of course, practice is key. Once you have put together an elevator pitch, be sure to recite it out loud. Remember to breath, to speak clearly, and to pause at the end of each sentence. Often when we are nervous, our rate of speech speeds up, so slow down slightly too. If you have someone to practice with, even better! Face them square on, make eye contact and smile. You want your elevator pitch to sound natural, not robotic.

Last, but not least, pay attention to context. If the individual is clearly not receptive, labouring on won’t do you any favours. And if they do engage, and they ask follow on questions, great! Keep the conversation going. But please make sure you ask them questions in return. It is one thing to make ourselves sound interesting, but another altogether to make someone else feel interesting.

Good luck!