HJS_ Elevator_Speech_Handout_Stella

Elevate Your Elevator Speech

A ‘Stellar Presentation’ for the Hudson Job Search

 

EXERCISES

  1. Write down your typical ‘Elevator Speech’, the answer to the question ‘What do you do?

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  1. Now, write down your ‘new & improved’ Elevator Speech, reflecting what we’ve discussed.

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Elevate Your Elevator Speech

A  ‘Stellar Presentation’ for the Hudson Job Search

Elevator Speeches ... 30 Second Commercials ... Shameless Self-Promotions, they’re our typical response to the often asked ‘What do you do?’. We all do them. But, most of us don’t do them with enough focus and finesse, so here are some simple and easy strategies to elevate your Elevator Speech (ES).

  1. Less Is Definitely More

Elevator speeches are supposed to begin a dialogue – not be a monologue. They should provide enough focused information to engage your listeners in conversation. Think billboard, not full page add. With every word or fact you might mention, ask yourself ‘Who cares – really?’

  1.  It’s Not About You!

It’s about the people listening to it. It’s about why they should want to ask you more questions to get to know you better. A good ES should generate four or five more specific questions if they’re interested in you. If not, you’ve just saved them and you some valuable networking time.

  1. Let Go The Ego

Who really cares about your title? It’s probably on your business card anyway. Write out your typical ES and count the ‘I statements’. The more you have, the more ego you can let go.

  1. Become Buyer-Driven

Typical ES content includes a ‘seller-driven’ menu of our products, services or features. Stand out in a crowd by becoming more buyer-driven. Focus on what THEY want or get when they work with you ... the benefits and value.

  1. WII-FM?

Everyone is listening to the same virtual radio station all the time – ‘What’s in it for me?’ If you focus on a buyer-driven ES, they will clearly hear what could be in it for them. And they might also see something in it for someone they know – the mission-critical referral.

  1. Practice Doesn’t Make Perfect!

No, practice only makes permanent. Only perfect practice makes perfect. So, practice your succinct, buyer-driven ES so it’s articulate and enthusiastic. Prepare similar focused responses to the obvious follow up question interested people might ask.

 

‘Before’...

Maybe your typical seller-driven ES goes something like ...

“I’m founder, president and managing partner of Schmoozer Creative Services Incorporated. I write copy. I design campaigns. I place media buys. I handle collateral and point of purchase ... I even coordinate web designs and
e-commerce. I work with small, medium and large clients in NE OH, around the state and in other major markets.
I work in all major industry segments. I’ve been in business for six years.”

Not all that bad for a seller-driven message ... but it’s too long, rambling, ego-centric and feature-laden. The listener is likely to get off at the next floor.

 

And 'After'

With a little work and effort, your new buyer-driven message could go like this...

“I run Schmoozer Creative Services and work with business people who want to maximize their advertising results and with agencies and ad departments who want creative, efficient and effective outside support. They value my help in copywriting, campaign design, media buying and collateral and POP coordination.”

What a Difference!

  • Shorter – from 71 words down to 47.
  • Focused – some facts didn’t pass the ‘Who cares?’ test, like bland references to markets, industry segments
    and tenure.
  • Unpretentious – from eight ‘I’ statements down to one and no reference to founder and title. “I run ...” suggests ownership without the ego.
  • Benefits-rich – instead of the usual laundry list of features, it suggests who benefits from partnering and how.
    It stresses value.
  • Buyer-driven – it’s easy for listeners to determine if there’s enough interest to ask more specific questions or consider a referral.

Simple ... And Easy

If you want to easily take your elevator speech to a higher floor, write out what you typically say in response to “... so what do you do?”. Then, edit it in the context of the comments above. Then, polish and practice it until it flows smoothly with enthusiasm and sounds just like you. Then ... enjoy the ride up to the top floor.

 

Elevate Your Elevator Speech

About Your Facilitator

For more than 30 years, Phil Stella has been a valued resource for business leaders who want to communicate with more confidence when they interact with colleagues and customers in person, in writing and through presentations.

Phil brings a peerless combination of skills to every project, from masterful content expertise and high quality instructional design to engaging, effective facilitation. Poised and articulate, Phil is a discerning, responsive professional whose natural humor creates a comfortable learning environment that makes hard work fun and enables people to feel in control of their futures.

As a learning coach and facilitator, Phil designs and delivers customized workshops, seminars, and presentations on a variety of communication skills topics.  He has empowered hundreds of clients and association audiences around the country with his practical, personal approach.

In addition to his corporate career, Phil is senior faculty at the University of Phoenix/Cleveland and recently joined the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses Initiative.

As a speaker, Phil delights professional groups at local, regional and national events and conferences with audience-centered, content-rich and highly engaging presentations focused on improving networking strategies, sales pitches, communication styles, marketing, writing and career management skills.

Prior to starting ETC in 1990, Phil managed employee communications and management training functions at Progressive Insurance in Cleveland. Previous experience includes assignments in the university, public school and broadcast media arenas. He is a proud alumnus of the University of Illinois, where he earned both Master’s and Bachelor’s degrees in Communications.

Phil is an engaged and respected member of COSE, the American Society for Training & Development, Lake Communicators, the Heights-Hillcrest Regional Chamber of Commerce, and the Cleveland Coach Federation. He is also an active volunteer with four non-profit job seeker groups.

Effective Training & Communication, Inc.

Empowering Business Leaders to Communicate Confidently!

 www.communicate-confidently.com       440 449-0356