With one of our newer clients, I was talking about the importance of a compelling and inspiring elevator speech or elevator pitch. Brian is the SVP of sales and his company has been growing about 75% year over year. They really haven’t had to compete very much and as such didn’t need a set of sales and marketing materials until now. The company is graduating from its 8(a) status. Now, it is imperative the company invest in a variety of resources, sales and marketing, being some of the most important.
In talking with Brian, I discussed his employees encounter many opportunities to tell others about their job and your organization, sometimes by chance and for some, by design. Employees will interview job candidates, converse with customers and prospects on site, meet strangers at the coffee shop or grocery store, talk with friends, and so forth.
In my experience, these opportunities almost always begin with or certainly include, the question, “What do you do?” This is your elevator speech. A well-crafted brand story. When well-crafted, it will inspire a response of, “Tell me more!” The best elevator speech examples I know of lead to more sales, more clients, and other top-line business results.
IT’S MORE THAN “WHAT DO YOU DO?”
Many people think the elevator speech is only for networking. In reality, your elevator speech is much, much more. It is your core business story, your mission statement, your brand story. Done well, it becomes part of your organization’s culture.
“TELL ME MORE!”
Your elevator speech should quickly and compellingly convey the attributes of your brand in a way that resonates with your target audiences. In a way that these audiences should respond with, “Tell me more!”
All of your sales, development, outreach, marketing, and communication materials should stem from your one, elevator speech. Your elevator speech should be synchronized across your ENTIRE organization. Examples include:
- “About Us” statement – on your website, in press releases, and presentations
- Social media profiles – LinkedIn, Twitter, Facebook, Instagram, YouTube
- Sales scripts
- Conference booth signage
- Your recruiting messages, especially for strategic hires
- Referrals for prospective customers, sponsors, members
- And many more…
IMPROVE YOUR ELEVATOR SPEECH RESOURCES
- Why “What do you do?” is So Important (read)
- “Pause” with Purpose in Speaking, Training, and Storytelling (read)
- Interest Questions, Your Key to Conversation Success (read)
- Say What You Want, Say it in Under 30 Seconds (read)
- Always Simplify Your Communication, Even if it is Rocket Science (read)
- All elevator speech blog posts and articles (read)
Photography Source: DepositPhotos