Creating an ElevatorSpeech that WOWsFor people in career transition Presented by Mark Troncone, MBA, PMP®
What this Presentation will Cover 7 Keys to gaining Employment Strategy What is an Elevator Speech Why is it necessary to have one Elevator Speeches to Avoid How to create an Elevator Speech that WOWs Creating one using my “Secret” formula Effectively using a “Hook” Two important parts often overlooked Passing the lucky 7 W’s test Elevator Speech Do’s and Don’ts Using your Elevator Speech – Where? Refining your Elevator Speech
About Me – Mark Troncone PMP® Certified – Project Management Institute Certified IT Business Analyst Active career transition mentor MBA, Management BS, Marketing AS, Accounting Work experience:: Starwood Hotels Affinion Group Hewitt Associates Wachovia Bank Bayer Pharmaceuticals Reader’s Digest James River Corporation
7 Keys to Gaining Employment Strategy 1. Self 7. Offer Evaluation Acceptance -10 Questions - Receive an Offer you must ask - Negotiate Salary yourself - On-Boarding Plan 2. Search Organization EMPLOYMENT 6. Interviewing Plan Skills - Organization plan - Preparation Spreadsheet - Telephone - Recruiters - Face to Face - Follow-Up3. Employment Search - Research Target Co’s 5. Networking - Web-Sites - Recruiters 4. Skills - Networking Group/Orgs Employment - Telephone - Groups Necessities - One on One - Resumes - Elevator Speech - Cover Letters - Develop “Godfathers” - Marketing Brochures - Business Cards - Value Proposition - Marketing Plans - Thank You Letter
What is an Elevator Speech A 30 second to 1:30 minute description of yourself emphasizing: How your “Key Skills” define you The value/benefit you bring to a company How you create results for the company It should roll off your tongue and be natural Effectively said, the person hearing it cannot question: What is it you do, what makes you unique? What is the value/result your skills bring the company? Where do you want to work next? What “target companies” - have you identified?
What is an Elevator SpeechMost importantly – An Elevator Speech should: STIMULATE a conversation Make someone ask - “Tell me more” Make yourself unique in your genre Brand yourself in a positive way Leave an impression on the listener Sell yourself to the group/individual Convey information about yourself Make people want to meet/work with you– that’s the goal
What is an Elevator Speech After saying your Elevator Speech: If the person gives you a blank/weird look Does not ask you “tell me more” type of questions Starts yawning or snoring Asks “so what do you do?” Looks around as you speak or walks away You better go back to the “Old Drawing Board” and refine your Elevator Speech to be more effective to WOW your audience
Why is it necessary to have one An effective Elevator Speech can be used in a“networking” environment to: Stimulate or open a conversation Brand yourself successfully to others Drivehome who you are, and make in people remember you Startthe process of forming a strong contact for future continuous networking Lead to possible networking contacts working at your Target Companies
Why is it necessary to have one Employment Facts of LifeThere has been a recent shift in Where should you focus?how we search for employment 80 70 5 % Jobs 60 found through On-Line Ads 50 15% Jobs 40 found through Recruiters 30 80% Jobs 20 found through Networking 10 0 Focus your efforts where there 80% of jobs are found through networking. is the greatest potential for Your Elevator Speech is an effective tool. success – Networking!
Elevator Speeches to AvoidThe Babbler• Speaks too long – goes way over time limit• Not focused – subject matter jumps around• Subject matter cannot be determined• Result – puts audience to sleep• How to fix • Re-Focus Subject Matter – tighten up • Watch length/time of speech - practice • Use an interesting statistic in your speech
Elevator Speeches to AvoidThe “Infomercial”• Talks or speaks too long – goes way over time limit – never ends/runs on and on• Not focused – speech becomes a commercial• Tries to include everything about themselves• Content of subject matter not interesting• Result – audience “Zones Out”• How to fix • Focus Subject Matter – slim down/concise • Practice length/timing of speech • Use varying voice tone and two way eye contact
Elevator Speeches to AvoidThe Biographer• Speaks too long about unappealing items• Subject matter mainly deals with their history• Subject matter follows Resume• Result – audience becomes bored/detached• How to fix • Re-Focus on present accomplishments • Watch length/time of speech • Use an a “Hook” to capture audience
Elevator Speeches to AvoidThe Personalizer• Talks more about personal issues/family• Not focused – speech becomes a “chat”• Tries to gain sympathy/understanding• Subject matter vary un-interesting• Result – drives audience “away”• How to fix • Re-Focus Subject Matter – on career • Use timed pauses to emphasize importance • Get Audience “Buy in” by targeted companies
Elevator Speeches to AvoidThe “Fraidy-Cat”• Deathly afraid to stand up and speak• Head down, hands in pockets, no eye contact• Speaks in mono-toned voice• Races through Subject Matter to sit down• Result – audience does not “remember” you• How to fix • Join Toast Masters or take a speaking course • Re-Focus Subject Matter – more interesting • Practice, Practice, Practice speech • Use hand gestures, eye contact, voice variance
Elevator Speeches to AvoidThe “Sympathizer”• Speech becomes “Woe is me” plea• Subject matter too personal and depressing• Becomes “venting” more than “informing”• Lack of energy/confidence/accomplishments• Result – makes audience feel “uneasy”• How to fix • Re-Focus Subject Matter – more informational • Eliminate personal problems/information • Add energy to speech and use humor in “Hook”
Elevator Speeches to AvoidHow to avoid become one of these “Types”• Make your Elevator Speech focused and interesting• Speak about accomplishments/aspirations• Use an effective “Hook” to hold your audience• Use body language, eye contact and voice variance• Use pauses to emphasize importance• Smile and speak with confidence• Keep aware of timing of speech• Franklin Roosevelt once stated….. Be sincere; be brief; be seated
How to create an Elevator SpeechIt is easy to do once you know my “Secret” formula: WIA + WID + STDM X TVIB = RFTC
How to create an Elevator Speech“The” Formula => WIA + WID + STDM x TVIB = RFTCThe formula deciphered: WIA: Who I am + WID: What I do + STDM: 2-3 “Key” Skills that define me X TVIB: The value I bring (to any company) = RFTC: The results for the company
How to create an Elevator SpeechYou must do some self-evaluation first: Know your “Key” skills that define you Know your strengths/weaknesses (Value) Significant past accomplishments (Results) What you do well – that sets you apart What you want to do next with your career What type of company you want to do it at Where you want to do it at (geographically) Note: See my presentation “The ten questions to ask before you start your job search” on my LinkedIn Slide Share.
How to create an Elevator SpeechUsing a “Hook” - What is a Hook used for? A once sentence stimulus response marketing tool Used to gain and hold another persons attention - “tell me more” It also serves to make people remember you You can Brand yourself with a “Hook”True Examples are:“I feed the starving masses” – a Bread Sales Executive“There are two things certain in life, death and taxes, I can’t help you avoid the first, but I can help you avoid the second” – State Tax Planner“I bridge the gap between IT and the Business” – IT Business Analyst“I Relate like Cratchit, and Negotiate like Scrooge” – ESO Program Manager
Two Important Parts Often Overlooked in an Elevator SpeechDo Not forget to add two important pieces at the end: One – where you want to work next - this should include: • Your next job title • Size of the company (small, medium, or large) • Company industry (Pharma, Health, CPG etc.) • Geographic area or corridor Two – state your “Target Companies” • At least three should be mentioned – Do Not forget this! • They will stimulate a response from anyone listening • They should change as job opportunities arise during the week • These are companies that you need immediate contacts for
How to create an Elevator Speech Let’s put it all together: Hello, I am Mark Troncone, - your first step to ensuring a successful systemimplementation I’m a PMP® certified IT Project Manager and Certified IT Business Analyst. I usemy key skills in analysis, communication, negotiation, and offering alternativesolutions in order to deliver the project initiative.The value I bring to any organization is my ability to effectively gather and createBusiness Requirements documentation in order to ensure that only relativefunctionality is implemented, because 60% of all new software provided is NEVERused. Accomplishing this, I can then lead the project to completion efficiently.The result for your organization is a quality system delivered within budget anddeadline goals with minimal defects and low maintenance costs. This, in turn,enables key executives to use the information the application provides to makestrategic business decisions, thus having a positive effect on ROI. I am seeking a SR. Business Analyst position with Project Manager responsibilitiesfor a large or medium sized consumer product, health care, pharmaceutical, ormarketing firm within the Westchester, Fairfield and New Haven county area’s. Three companies on my target list right now are – XYZ corp, ABB company, andLMO corp.
Passing the Lucky 7 W’s testAfter hearing anyone’s Elevator Speech – give it the lucky 7 W’s test: Who are they? What do they do? What are the “Key” skills that define them? What is the value they bring to an organization? What are the results they accomplish for the organization? Where do they want to work next? What are their “Target Companies”?If you cannot answer any of these questions,then Guess what? The person did not have an effective Elevator Speech – time to try again!
Elevator Speech Do’s and Don’ts Keep in mind the following: Do -Watch your time • Elevator Speeches can be in 15, 30, 45, 60 and 1:30 in length • Refine yours accordingly for any scenario Do - Practice, Practice, Practice • In front of a mirror/tape recorded • On other people you know • In spontaneous situations • Until it is second nature to you
Elevator Speech Do’s and Don’ts Do - Watch your Body Language • Be animated with your hands – it releases energy • Eye Contact among the audience or person • Smile – a lost art form – it works wonders Do – Vary your voice tone • To emphasize key points • Use pauses effectively – let the info sink in • Avoid non-words (“Uh”, “Er”, “You know”, ‘LIKE’, “Um”) Do – Speak passionately about yourself • If you cannot, why should anyone remember you? • Start the Branding process – NOW!
Elevator Speech Do’s and Don’ts Do not make these mistakes Don’t - Pay Attention to your Audiences. Body Language this is a KEY indicator ! – Bad results are usually due to: • Your speech lacks focus, is uninteresting, or not specific enough • Rambling on and on, bouncing around, or is too long • Mono-toned voice or lack of excitement • Lack of eye contact or body stiff, hands in pockets, arms crossed • Too many non-words or “fluff” words • Your audience will “zone out” on you - a definite “Bozo No-No” Don’t - Time your Elevator Speech • The example I used previously was for a 1:30 speech, many use the “45 second - 100 word or less rule” Don’t – Forget to Practice, Practice, Practice
Using your Elevator Speech – Where? In Networking Groups/Events At Interviews- Recruiters/Employers One on One with another contact in transition One on One with a contact presently working Speaking to a contact at a target company Basically anywhere to anyone!!!!!!!
Refining your Elevator SpeechRefine it as necessary: As your “Key Skills” change As the value you bring to a company changes As the your results for the company change As your Job Title or “Hook” changes As the type of company, geographic area, or size of company changes As your “Target Companies” change. Continuously update your Target Companies