The elevator speech is that tightly scripted, 30-second introduction that should pack as much information about a person as possible in an engaging, persuasive, and interesting way, right?
Unfortunately, even the "best" elevator speech can be an express trip to oblivion instead of a shining personal marketing moment. Your short spiel can drain the power from that all-important first impression, leaving clients impatiently shaking their heads.
Elevator speeches do work for some people, but many marketers find that those pithy intros lead to a free fall.
Going up?
Actor Tim Robbins popularized the elevator pitch in the 1992 movie The Player. Robbins portrayed a beleaguered movie executive who listened to 125 movie pitches a day.
Those pitches had to be boiled down to the essence of the idea, without a hint of extraneous information—"Think Gone with the Wind meets Star Wars, directed by Woody Allen."
The elevator pitch has seeped into most areas of business life. One pet store owner, for example, begins his spiel with the line, "I'm a warm and fuzzy man." A school teacher's elevator speech kicks off with, "I'm changing the world, one child at a time." Even Geoffrey Moore, bestselling author of Crossing the Chasm, gives advice to entrepreneurs on crafting winning elevator speeches.
Granted, we all need to be armed with a short introduction about ourselves to kick start a conversation. So what's wrong with an elevator speech that's pithy, creative, and has a "hook" to grab the listener's attention?
The trouble with the typical elevator speech is that it's focused on the speaker, not the listener. Those who coach others on preparing elevator speeches—yes, there are people who do that—suggest that a great outcome from an elevator speech is when the listener says something like, "Wow, that sounds interesting. Tell me more."
Once someone asks to hear more, the speaker is then supposed to feel free to launch into the next part of the canned commercial. The speaker proceeds to describe services and benefits, and suggests a "next step," regardless of what the listener needs.
And that's the essence of the problem.
The recommended approach may be effective in some sales situations, but it's a loser for most marketers. Attempting to manipulate a prospective client into asking a leading question will be seen by discerning clients for what it is—a self-centered act. It will be obvious that the speaker's motivation is to land a sale instead of first understanding the client's issues.
That can turn out to be a hard impression to shake from the client's mind. Plus, it's not the only problem.
The standard elevator speech often begins with a "hook" to pique the interest of the listener. As an extreme example, someone might say, "I make sure the sun rises daily on hard working people across the nation." Such hooks are likely to result in a dismayed, "Right, sure you do," from most listeners.
For buyers of complex services, the pithy hook is a waste of time, and it can damage your credibility. Clients are not looking to play word games with you, but to solve a problem. Rely on a hook to pique interest, and you'll likely be shown to, well... the elevator.
Make your elevator speech work