5 don’ts of elevator pitches.

We hear a great deal about elevator pitches, but still they so often seem untried, unrehearsed or unrealistic.  How do we fail to get remembered when we are so unique?

If we follow all the advice written and spoken about how we should offer our elevator pitches, we could all start to sound rather similar.  Let’s look for a change at what not to do.  The place one hears the most examples of elevator pitches is at networking meetings or other business meetings where people are invited to introduce themselves.  That is where I have most fun wit this topic.  Who has inspired you recently with their introduction?

#1  Don’t open with your role.  “I am a coach / landscape gardener / accountant….”  As the listener, I may have now switched off as I think I know what coaches (landscape gardeners etc.) do and I don’t want one today.

Why give your listener the ammunition to jump to conclusions, lead them to the conclusions you want them to reach.

#2  Don’t say you do for others what you clearly do not do for yourself.  We all know the cobbler’s shoes are likely to have holes in them, but when introducing himself, the cobbler should wear the pair with no holes.

Recently, at a networking event, someone introduced themselves as “I am Simon, I help people find their inner energy.”  But he said it whilst remaining seated, in a flat monotone and looked as inspired as a dying gnat.  Sure he may have been nervous, it was quite a large meeting, but jumping to his feet might have overcome that.

#3  Don’t just say what you do, but give them an insight into how & why you do it.  What you do is probably done by a gazillion people out there.  How you do it, the results you have had and why you are doing it are unique to you.

The “why” is significant as the motivation behind what you do is one of the ‘chemistry’ factors on making a business connection.

#4  Don’t assume people know anything about you.  A number of times recently, at meetings, I have heard people say things like “I’m Susan, you all know what I do.”

Two weeks ago, whilst circulating at a function, I asked a young lady what she did.  (sub text “Please try out your elevator pitch on me”).  She told me she was the sales manager for a sports ground.  Interesting, what was she doing here, what did she sell?  Sports events?  No, on investigation, it turns out she sells the function venue attached to the sports ground.  The meeting was attended by a number of people who might have found that interesting and might have wanted to hold functions, but she had assumed that I would know they had a meeting and seminar rooms.

#5  Avoid being vague, esoteric or cheesy.  This don’t arises from the new wave of “I change people’s lives for the better…” coming from a computer repair person.  Or “I make people’s wildest dreams come true…” from a brush salesman.

I know, current thinking (as mentioned in ‘3’ above) is to talk about the benefits, but let’s keep it real.  A wonder brush doesn’t change my life, it may change my cleaning habits, save me time, money or energy.  Those should be enough benefit for £4.99.

#6  Don’t say the company name.  What, you don’t like that I offer 6 when the title says 5…it’s “get one free” day and an even number in a title doesn’t work so well, the psychologists tell me.

If you are a solo business owner, why say your company name, aren’t you the key?  If your company name is particularly significant, clever or informative, then sure, as a sign off “…..my name is … and my company is “Get Sales Tips Today”.  Otherwise it is just more information for your listener to forget.  It’s probably on your business card anyway.

Pet Peeve  The extension of this don’t is a personal favourite, the elongated introduction given by some people when answering the phone.  “Good morning, this is Outrageous Insurance Limited part of the Rip-off Group of Companies, my name is Wanna Understandme, how can I help you?”  “Well you could start by not wasting my phone bill with the corporate structure and I will really only want to know your name if you are the one who gets involved with this call.”

Final tip.  A great piece of advice I heard the other day was, before attending a meeting, think about tweaking your elevator pitch to personalise if for the audience.  Making it fresh and relevant comes across really well. 

Comments

[Marian Way]

Hi Terry,

Nice article!

Do you have some examples of elevator pitches that DO work / fit these criteria...?

Marian