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“So, what do you do?” Every professional has been faced with this question and while some responses sound polished and professional, others seem awkward, almost as if they have forgotten what they do for a living.

It doesn’t matter if you are asked in the grocery line or in front of a hundred people, knowing how to spark interest in what you do by describing how you can benefit the listener is an important task.

What the elevator speech isn’t…

An elevator speech is not about you. It is not where you spout out everything you do, have done, and want to do in your business. It is not a time to treat your listeners like a blank wall, spewing words at them hoping one or two phrases stick.

What the elevator speech is…

The purpose of having a good elevator speech is to excite people and invoke interest in your service or product. When you introduce yourself, an elevator speech is a tool that is meant to articulate your message to people crafted in simple, clear, and every day language. This is not the time to use your Harvard vocabulary.

The number one focus of an elevator speech is to illustrate benefits. By sharing how your company helps current customers, you demonstrate how you can potentially be of service to the person listening. Not everyone you talk to is going to become a customer. However, just because they are not a customer today doesn’t mean that they will never be a customer. After all, when you deliver an elevator speech, you are also talking to everyone that person knows, any one of which could be your next customer.

Listen to the Chatter in Your Elevator

While preparing your elevator speech, go back through customer feedback forms and identify key positive points about your company or product. If you are just getting started, think back on any conversations that separate you from your competition. It is these nuggets that will be used to build your speech.

Follow the Leader

Do you remember the game “Follow the Leader” from when you were a kid? Consider it boot camp for becoming a leader in business. After all, before you can become a leader, you should follow great leaders. Find examples of elevator speeches from leaders in your community and follow their examples. Listen to local leadership from the Chamber of Commerce, networking groups, church leaders, and other organizations that frequently give elevator style speeches.

Above all, remember that a good elevator speech is not born overnight, follow the successful, and listen more than you spout. Use these simple guidelines and you are well on the way to creating a successful elevator speech.

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