| Imagine riding an elevator with strangers. One asks | | | | sounds too good to be true. He has considered |
| you, "What do you do?" You have until the elevator | | | | adding more about his background, or the |
| reaches the next floor to answer the question. If | | | | award-winning service department at Paul's Auto |
| you answer compellingly, then you could get sales | | | | Brokers, or that he had a record year last year. The |
| leads or referrals. The goal is to answer so that you | | | | trouble is, unless you can empathetically describe the |
| are asked for your business card before the elevator | | | | pain you relieve, most people do not care about such |
| stops. | | | | things. |
| To be asked for your card by a stranger after a | | | | The simple impression that Ed creates centers around |
| self-introduction that lasts no longer than thirty | | | | his enthusiasm and possible overstatement. (Still |
| seconds: that is the mark of a compelling elevator | | | | amazing after eight years?) Ed needs to demonstrate |
| speech. That is also where most fail. | | | | relevance. |
| Good, but... | | | | When it's all fluff |
| Consider Jeff's elevator speech: "I work with people | | | | Until you credibly mention emotional discomfort, and |
| who want to accumulate wealth by investing in | | | | at least imply that you can help, most people do not |
| undervalued stocks." | | | | care about:o the awards you've won.o how many |
| This is what Brenda says: "I help couples to furnish | | | | staff you have.o how much experience you have.o |
| and decorate their new homes in a style that's all | | | | how long you've been in business.o your education.o |
| their own." | | | | your business location.o your business hours.o your |
| Jeanette says, "I work with growing companies that | | | | basic business values.o the important people you deal |
| need to find talented people so that they can | | | | with.o amusing rhymes about your company. |
| continue growing and become more successful." | | | | Pain relief = relevance |
| Each of these is good enough that Jeff and Brenda | | | | Relevance makes a compelling elevator speech and |
| and Jeanette can give out their business cards. They | | | | pain makes it relevant. That's why Jeannette would |
| concisely describe their customers and the benefits | | | | be wiser to say something like this: "You know, a lot |
| they provide. Yet, these elevator speeches lack the | | | | of companies in this area are having quite a tough |
| power to compel most people to ask for a business | | | | time finding good people to hire. Then, it can be |
| card before the elevator stops. | | | | frustrating to keep a good team together. Of course, |
| For example, unless you are already somebody who | | | | letting people go can cause lost sleep, too. As a |
| wants to accumulate wealth by investing in | | | | certified Human Resources Consultant, I help to |
| undervalued stocks, Jeff might only be remembered | | | | make life easier for senior managers. Can you relate |
| for his sharp suit and irrelevant career. | | | | to that?" |
| Empathy gives it power | | | | If your babysitter's parents had just divulged their |
| That compelling power comes from describing with | | | | hiring woes, would you ask Jeannette for her card? |
| empathy the emotional discomfort or pain that you | | | | If your neighbour had recently lamented having to lay |
| relieve. That is the core of a compelling elevator | | | | off workers, would you ask Jeannette for her card? |
| speech: pain relief. | | | | If you were frustrated about office politics affecting |
| Here is Brenda's elevator speech again, with pain | | | | performance among your own employees, would you |
| relief added: "I help couples to furnish and decorate | | | | ask Jeannette for her card? |
| their new homes in a style that's all their own - and | | | | It's not about you |
| they don't have to do all of the shopping." Many | | | | An elevator speech should communicate:o Who you |
| people would like relief from the chore of shopping | | | | are (name with or without title or organization).o |
| for furnishings and decorations. With only ten more | | | | Three problems you solve (succinctly described in |
| words, Brenda honors that and offers relief. | | | | emotional terms).o That you can solve such problems |
| Fluff is forgotten | | | | (concisely stated in emotional terms).o A hook |
| At parties, mixers, wedding receptions, conferences, | | | | question (e.g. Is this important to you?) |
| and a variety of other situations where people meet | | | | When people ask what you do, do not talk about |
| for the first time, people often forget others they | | | | yourself. Rather, describe concisely the emotional |
| meet. That's how elevator speeches get condensed | | | | discomforts that you relieve - perhaps affecting your |
| into simple impressions. | | | | listener or people they care about. Then, state that |
| For example, Ed uses this elevator speech: "I help | | | | you help to stop or to avoid such pains. Now your |
| people just like you to get the car of their dreams. | | | | business card is worth asking for. |
| I've been with Paul's Auto Brokers for eight years, | | | | After 30 seconds or fewer (before the elevator |
| now, and I still find it amazing how we make car | | | | reaches the next floor) you should be asked for your |
| ownership dreams come true. We find deals on new | | | | card by a stranger. Until that happens, you do not |
| and used wheels that you wouldn't believe." | | | | have a compelling elevator speech. |
| To most people he meets, Ed's elevator speech | | | | |