Do Elevator Speeches Work?

Elevator Speeches... The old sales adage says that you should be able to communicate the core message of your product in the time it takes to go up a couple floors in an elevator... You have between 30 and 90 seconds to tell the person locked in the elevator with you why he should buy what you have to offer. Yes, I know what you’re thinking... People don’t talk in elevators. You walk in, turn to face the front of the box and try not to touch anyone who is also in the elevator with you. Saying hello will get you a strange look. When would you ever use an elevator speech? Even if you’re in the middle of a discussion with someone, when you enter an occupied elevator the automatic reflex is to stop talking.

So if you’re in sales or in a job search, when are you going to use an elevator speech if not in the elevator? Some unemployment professionals may disagree with me; I believe that elevator speeches are a tool to help folks prepare what to say when asked questions while networking or interviewing. However, if a person took 60 to 90 seconds to recite a whole elevator speech, it would come off as pretty artificial and contrived.

Picture this: you’re in line at a wedding reception either for the bar or the buffet. A person walks up behind  you--the line isn’t moving all that fast--so you say “hi.” They say ‘hi” in return. “Great wedding,” one of you say. The other says “yes, (as the line moves up a step) they’re a beautiful couple. By the way, (holding out a hand) my name is Jim Jameson.” (Shaking hands) “Hi Jim, I’m Jacqueline Daniels, how do you know the lovely couple?” Sooner or latter as the line get closer to the desired end, someone asks the other, “What do you do?”  So what do you do?... you dive right in with your well practiced elevator speech. And what do you hear next? The guy behind your new friend saying, “Hey buddy, you going to order a drink or what?” Your new friend darts over to the other open bartender and says, “Make it a double!” and you never see them the rest of the night. Why? Because they are there to dance, eat and drink, see friends and remember how wonderful it was when they were married.

If social occasions aren’t the best place to use your elevator speech, where do you use this all important tool that people have been telling you needed or you’d never find a job? Job Clubs, Networking Groups and Professional Networking Events are the best. I go to an early, breakfast networking event where after forty minutes or so of informal networking we circle up and go around the circle giving our elevator speeches. It’s a smashing time, really great fun! Then people mingle some more to exchange cards with those they hadn’t met before the circle. We exchange leads and asks questions and the group slowly dwindles as people go to work.

At the wedding, it’s better to tell them what you do and then ask what they do. Develop a rapport where you can learn something about the person. If you realize that they are someone you can network with, find a means to follow up with them after the wedding. “Well Jim, we need to get back to the party, it was great meeting you. Maybe we can get together sometime for coffee? I’d like to learn more about your company... are you on LinkedIn? Would it be okay if I sent you an invitation to connect? Great! Enjoy the rest of the evening.”  

BTW, next week I’ll not be posting, I’m off to St. Paul, Minnesota to visit with some friends and celebrate our 30 year reunion.