I enjoy networking, although I’m not a fan of the traditional elevator speech.
“Good morning, my name is John, and I’m a partner at ABC; solicitors, accountants, marketing, training, etc. We are based in Richmond and have been in business for thirty years. Not only do we provide excellent customer service, but we also offer great value.”
And so, the elevator pitch continues…
But honestly, who cares?
The world is full of solicitors, accountants, and training companies. Does everyone truly have their own unique selling point (USP)?
Most people rely on the concept of an elevator speech to convey who they are. While that’s nice, but if that’s all you say, it’s arguably dull.
What people really want to hear is how you can make their lives better, easier, happier, or positively different in some tangible way. Those deeper conversations rarely take place in an elevator.
The Elevator Speech Concept
The term ‘elevator speech’ is meant to signify brevity and getting to the point quickly. However, author Daniel H. Pink suggests that “the purpose of the pitch isn’t necessarily to move others to adopt your idea; it’s to offer something so compelling it begins a conversation.”
So, what do you have to offer that is compelling?
While some still refer to this as a unique selling point (USP), the idea has been around for decades and has generally served us well. However, in today’s landscape, many people are saying largely the same things.
The Problem with Traditional USPs
Words like excellence, quality, customer service, and speed have been used since the 1940s, leading to a saturation of generic pitches. Our customers have evolved, and they are tired of hearing the same rehearsed message.
Many pitch models, such as the 5 W’s or 9 C’s, can feel stale and formulaic:
The 5 W’s:
- What does your company do?
- Who does your company do it for?
- Why do they care?
- Why is your company different?
- What is your company?
The 9 C’s:
- Concise
- Clear
- Compelling
- Credible
- Conceptual
- Concrete
- Customized
- Consistent
- Conversational
Engage Instead of Rehearse
When looking for a service, I want someone who:
– Loves what they do
– Is truly skilled at it
– Can help me improve my life in a measurable way
– Is trustworthy
– Offers a good value for the price
Forget the elevator speech; just press the button!
What does that mean? It means you should tell people how you can help make their lives better, easier, happier, or positively different.
At Mindful Presenter, we say:
“At Mindful Presenter, we don’t just teach you how to present, we transform the way you communicate. Imagine stepping onto the stage with the confidence to not only share your ideas but to truly connect with your audience. Our tailored coaching takes you beyond typical presentations, empowering you to convey your message with authenticity and impact. Elevate your confidence, engage your audience, and leave a lasting impression that transforms your communication from ordinary to extraordinary”
Opening the Conversation
Now, the conversation begins!
If you would like to learn how to “Press the Button,” consider:
Book yourself onto a powerful public speaking course.
Invest in some really good one to one public speaking coaching.
Get yourself some excellent presentation training
Image: Courtesy of pixabay.com
One comment
Patricia Muir
Posted on 11th March 2016 at 4:21 pmRelieved to read that someone feels the same way about “elevator speeches”, USP’s, and other networking conversation starter tactics. If the majority are using the same (current most popular) tactic, we have a cliche which is inauthentic by its nature.