The elevator speech with impact

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The elevator speech with impact

  1. 1. Personal Branding Ref: 0049 The Elevator Pitch with Impact!What Is It?An elevator speech is a short (15-30 second grab, up to 150 word) sound bite that succinctlyand memorably introduces you. As a professional, how do you communicate the value ofyour personal brand and / or corporate brand to attract support.How ready are you to communicate your grab? It spotlights your uniqueness. It focuses on the benefits you provide. It is delivered effortlessly.Elevator speeches are intended to prepare you for every brief, chance encounters in anelevator. But elevator speeches are not just for elevators! You should use it whenever youwant to introduce yourself to a new contact. That could be in a networking function, thesupermarket or when you get your morning coffee.So, who better than you to describe with passion, precision and persuasiveness what youdo? A great elevator speech makes a lasting first impression, showcases yourprofessionalism and allows you to position yourself.And if you want to network successfully, you need an elevator speech!How to Prepare an Elevator Speech or Whats My Line?Now for a short course in preparing your elevator speech, or unique selling proposition.First, and most important, think in terms of the benefits your clients or customers derive fromyour services. Trust me, no one is going to be riveted if you say:"Hi, my name is Mary Smith, and Im a media executive with twenty years of experience."Or:"Hi, Im Billy Nohope, and Im an executive in human resources. Two big yawns. Page 1 of 7 For further information on this handout and the consulting and coaching programs available please contact: Image Group International Asia Pacific Head Office T: (+61 3) 9820 4449 www.imagegroup.com.au E: info@imagegroup.com.au ©2011
  2. 2. Whats In It for Me?If you remember that people are always more interested in how you can help them, youreon the right track. Keep that at the top of your mind when composing your speech.Heres how to improve the two examples mentioned above:"Hi, my name is Mary Smith, and I help inventors tell the world about their inventions.""Hi, Im *Billy Nohope. I partner with companies that need to find talented people to helptheir business growth and become more profitable."Now, youve got my attention!Lets use the next elevator speech before and after as an example: Heres a client’s beforeversion (and they wondered why people looked at them with a frozen smile!):"Hi, Im James Strong, and Im a career and executive coach. I hold a Masters Degree inCareer Counseling and have been trained by a master level coach. (Who cares!) Ive beenan HR director for a multinational cosmetic company, run a PR agency and taught college-level business courses. (So what!) I believe that coaching can be the catalyst to changeyour life. (Are you asleep yet?)See how that was all about then, them, them?Now for the revised version:"Hi, Im James Strong, and I help people become more successful at their work. Forexample, Ive helped a client change jobs with a 40% salary increase, Ive helped a clientdevelop the skills to deal with a difficult boss, and Ive helped a manager devise new ways tokeep her staff motivated."Heres a few more examples:I know an image consultant who says:"I help women look beautiful."Or a business coach that says:"I help you get more clients than you know what to do with." Page 2 of 7 For further information on this handout and the consulting and coaching programs available please contact: Image Group International Asia Pacific Head Office T: (+61 3) 9820 4449 www.imagegroup.com.au E: info@imagegroup.com.au ©2011
  3. 3. *Billy Nohope may also consider “changing” his surname.Action StepsSo, heres what you need to do to craft your elevator speech. Consider all the followingpoints as you create your 15-30 second grab. 1. WHY does the work matter? 2. WHO is the organistion / people? 3. WHO will benefit 4. WHAT is the proposal or program? 5. HOW will it happen and WHEN? 6. HOW MUCH will it cost?A. First, write down the "deliverables" -- the services or features that you provide. ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________B. Then, think in terms of the benefits that your clients, employer (or future employer) could derive from these services. You could use several successful client outcomes, as illustrated. ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________C. Once youve got that written, create an opening sentence that will grab the listeners attention, as our Image Consultant did above. The best openers leave the listener wanting more information. And you do not have to include your title, especially if you think it has a negative connotation (a Tax Auditor, for example). ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ Page 3 of 7 For further information on this handout and the consulting and coaching programs available please contact: Image Group International Asia Pacific Head Office T: (+61 3) 9820 4449 www.imagegroup.com.au E: info@imagegroup.com.au ©2011
  4. 4. ___________________________________________________________________D. Finally, your elevator speech must roll off your tongue with ease. Practice your speech in front of the mirror and with friends. ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ ___________________________________________________________________ Record it on your answering machine, and listen to it. Do you sound confident? Sincere? Is it engaging? Tweak accordingly. Then, take it on the road!Note: Your personal coach will support you to formulate your final version together.Elevator Speech ExamplesLong Versions1. Im a powerful communicator with strong intuition and great creative vision. Ive got a solid background in business development. I’m friendly and approachable, yet also organised, confident and assertive. So, I’m able to collaborate with colleagues at all levels. I’m empathetic yet practical, so I can build a relationships based on trust and mutual respect. My next career role will be a permanent position focused on developing a vision and realistic strategic plan and then overseeing its implementation.2. I’m a high-level strategic planner who facilitates communication across departments. This ensures projects achieve their maximum potential because there is no ambiguity, only a clear vision with realistic action steps. It’s challenging, so my strong intuition and creative streak are great assets. I’m friendly and approachable, yet also organised, confident and assertive. So I’m able to collaborate with colleagues at all Page 4 of 7 For further information on this handout and the consulting and coaching programs available please contact: Image Group International Asia Pacific Head Office T: (+61 3) 9820 4449 www.imagegroup.com.au E: info@imagegroup.com.au ©2011
  5. 5. levels and can build relationships based on trust and mutual respect. An inquisitive mind fuels my curiosity about people, the world and business.3. I’m a curious person, so my interests include other cultures, the arts, and a liberal dose of psychology. I combine this knowledge with strong intuition and a solid background in business development to create a shared vision. Then I work with the relevant departments to develop and implement a high-level long-term strategic plan. That reduces the stress of mis-communication and misunderstanding; and increases job satisfaction and project effectiveness. I thrive on bringing people with different business backgrounds together in a successful collaboration; it helps everyone grow – and improves the bottom line as well.4. I’m a communicator. Over the years, my curiosity has fuelled a passion for travel, life experience, work experience and formal study. I’ve developed a strong intuition and have a naturally creative mind. My communications aim to demystify the façades we build around ourselves and others. I’m collating a book of my recent experiences in Asia especially China that I hope will debunk the current myths. Work-wise I use my understanding of people and my solid business development background to create and implement high-level strategic communication plans across business areas.5. I’m a creative and intuitive communicator and use these skills in the arts as well as business. Artistically, I’m compiling a book of stories and photographs of my recent experiences in Asia, with a special focus in China. My aim is to demystify the people and foster greater understanding and tolerance. Business-wise, I develop high-level strategic plans that facilitate communication across departments. This means there are no mixed messages and project implementations become more realistic, more efficient and ultimately, more effective.6. I’m a curious person, so my interests include other cultures, the arts, and a liberal dose of psychology. I combine this knowledge with strong intuition and a solid background in business development to create a shared vision across different departments. My next career role will be a permanent position focused on developing a vision and realistic strategic plan and then overseeing its implementation. This Page 5 of 7 For further information on this handout and the consulting and coaching programs available please contact: Image Group International Asia Pacific Head Office T: (+61 3) 9820 4449 www.imagegroup.com.au E: info@imagegroup.com.au ©2011
  6. 6. means there are no mixed messages and project implementations become more realistic, more efficient and ultimately, more effective.7. I’m a creative and intuitive communicator who’s interested in demystifying the facades we build around ourselves and others. My curiosity with the world generally, has fuelled a passion for travel, life experience, work experience and formal study. I’ve developed a strong intuition and have a naturally creative mind. I enjoy a mental challenge and can develop a long-term vision backed by a comprehensive strategy and realistic action plan. I thrive within a collaborative group striving for a common purpose.“Third Person” Version1. Robert is a compassionate leader with over twenty-five years experience in crisis management, employee relations, executive budgeting and community liaison. He treasures family life and thrills at the self-discoveries and growing confidence of his two daughters. Robert takes a long-term strategic view and works with people, whatever their organisational standing, to achieve truly satisfying outcomes. Robert derives real pleasure from empathetically supporting others to achieve. He greets the dawn on the jogging track each morning and has been known to swing a couple of clubs on weekends.2. Robert is a master of understated achievement. He has over twenty-five years experience in crisis management, employee relations, executive budgeting and community liaison. He has enjoyed multiple promotions and won three state awards for community work. His inclusive approach means empathy for all, yet he is decisive, strategic and visionary. He strives to improve himself and his working environment for the benefit of all.3. Robert has a vision of achievement through honouring every individual and encouraging them to become all they can be. He is empathetic and compassionate, Page 6 of 7 For further information on this handout and the consulting and coaching programs available please contact: Image Group International Asia Pacific Head Office T: (+61 3) 9820 4449 www.imagegroup.com.au E: info@imagegroup.com.au ©2011
  7. 7. yet also decisive, financially smart and strategically savvy. Roberts’s strong family values reflect his workplace ethic of empathy and his passion for overall wellness. And it’s this passion that leads him to a daily run at dawn, and strangely enough, to the golf course on a Sunday.4. Robert is multi-faceted. He shows empathy and understanding to all, yet calmly and decisively manages resources and people during a crisis. His ability to communicate with people at all levels is exceptional. Andrew is an excellent networker engendering not only friendship and respect, but a willingness to participate fully. Robert loves connecting with people.5. (Insert Name) loves connecting with people. Whether he’s co-ordinating resources in a crisis or mentoring individual team members, Robert engenders a respect that creates and sustains a spirit of true collaboration. And he’s not afraid to really challenge himself. Roberts’s fear of public speaking lead him to apply for a training role where his job was giving group seminars! He is a long-term strategic planner, a budget setter and overseer, a proactive manager who constantly seeks opinions on how to improve operations.Short Versions1. Evolve! (insert name) call to action emits energy. It provokes diversity. It inspires vision.2. (Insert Name and Title) analyses business performance from marketing, financial and organisational perspectives.3. (Insert Name and Title) reaches businesses through lectures, in-house and external workshops, publication, consultations and coaching. Page 7 of 7 For further information on this handout and the consulting and coaching programs available please contact: Image Group International Asia Pacific Head Office T: (+61 3) 9820 4449 www.imagegroup.com.au E: info@imagegroup.com.au ©2011
  8. 8. 4. In todays dynamic marketplace, standing still is not a winning option. Be fit. Be adaptable. Be guided by experience and knowledge. Evolve! with (Insert Name and Title). Page 8 of 7 For further information on this handout and the consulting and coaching programs available please contact: Image Group International Asia Pacific Head Office T: (+61 3) 9820 4449 www.imagegroup.com.au E: info@imagegroup.com.au ©2011

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