THIS AIN’T A LECTURE

Elevator Pitch Part 5

Just because you have 30 – 60 – 90 seconds doesn’t mean you should plan on utilizing every second with a memorized “speech.” This is when your pitch stops being an introduction and attention-getter and turns into a lecture.

I’m all for “knowing your opening.” It prevents hemming and hawing, but even then, it is best to be in the moment and listen. Answering the question, “What do you do?” requires a very different opening from, “So tell me about yourself.”

There are also times you will want to start the conversation. You recognize the CEO standing next to you. It is your dream to work for his or her organization. You can’t miss this opportunity, so you want to jump right in. “Mr. Smith, we crossed paths in Boston last month at the supply conference. Your panel discussion of bringing manufacturing back to the United States was truly compelling.” OR “Ms. Smith, I loved your quote in last month’s Vanity Fair. I couldn’t agree more.”

Both of these examples simply open the door to a conversation and you will listen in order to respond. You will have the opportunity to introduce your expertise, but demonstrating your ability to listen and respond, while engaging your audience, expresses your respect of his or her value.

At a recent industry fair, I was standing with my client who had paid her fee, decorated a booth, invested in specialized brochures as well as complimentary product give-a-ways. We had been working on her 30 second pitch and I was there to see her in action and offer feedback as well as moral support. I noticed how many people were so frantic to talk about themselves, they made no attempt to feign interest in the person whose booth they stood before. Without having made the same investment (in a booth or materials) they succeeded in conveying a sort of desperation, blurting out their credentials. The lack of simple courtesy or curiosity negated the best elevator pitches. Sometimes it is what we don’t say that is most obviously communicated.

Yes, have a pitch ready; know your opening. And then, do the unexpected, simply show interest and knowledge in the other person’s business. Now, you’re talking.