When I first started my career it was common for business and sales professionals to proclaim the importance of preparing a 30 second introduction of who you are and what you can offer. The idea, commonly referred to as “elevator speeches”, was that if you fortuitously found yourself in an elevator with Richard Branson, Mark Cuban or some other dream partner or client that you could quickly get out your pitch and wow your elevator mate into supporting your cause.
The reality in my career is that I rarely find myself on elevators with dream prospects and if I do they are usually on the phone or with people. And even if I were to happen on the opportunity I am not sure that a carefully crafted and memorized recitation would be the right approach. What I experience more often is introduction opportunities at networking events or receptions. It is for these situations I believe you must be prepared to properly introduce yourself, not with a memorized speech limited to only 30 seconds but a genuine introduction designed to connect on commonalities. Here is why:
1- Access to Information- If people are looking for a professional with certain skills they immediately go to Google or Yelp or ask advice on Facebook. They turn to their community and those they trust, relying on relationships. Finding solutions to their needs has become much more active. Rarely would a prospect be passively waiting for their need to be met by an unknown, untrusted stranger (on an elevator). Additionally, we are in an information overload society and new information is constantly being dismissed unless it’s accompanied by a recommendation from someone they know, like and trust. The goal of any brief introductory encounter should be to identify and connect on similarities. Do you like the same teams, watch the same shows, or eat at similar restaurants?
2- Trust-Before we trust we want proof. Unless a book came highly recommended would you buy it without checking the reviews on Amazon? Would you stop for donuts at a Yelp rated 1-star shop? Probably not. We have our validation networks that we trust. So the goal of any first encounter should be to spark enough interest to validate further. To get them to view your LinkedIn page or website.
3- People want to be heard not pitched- When introduction opportunities arise remember that the other person has experiences to share as well. Take, for example, an attorney. He begins talking about his experience and services and immediately the other person interrupts with “my sister is a lawyer in New York City”. Or worse, they interrupt to say they had a bad experience with a lawyer once and dislike all lawyers. The opportunity is dead before it even begins. On the other hand, if you start out asking questions and listening to the other person often the conversation will turn to what you do.
No one likes to be pitched, particularly if they are caught off guard by being ambushed on an elevator. What people do enjoy are two-way conversations; elevator pitches are one way. Today, the traditional elevator pitch is viewed as similar to a telemarketer during dinner. It is an interruption that is not typically effective. Instead of an elevator speech we should craft relationship building introductions. Conversation and dialogue is a better approach than a pitch.