13 May The Importance of a Well-Crafted Elevator Speech
One of the most effective means of creating a lasting impression at networking events that will win referrals to your business is to have a succinct, targeted, and passionate elevator speech.
A properly executed elevator speech should answer the question of what you do, but it should also do much more.
Engage with Your Audience
While what you say in your elevator speech is important, the way you present is what will create a lasting impression on your audience. You need to create an easy-to-recall place in the receiver’s mind.
Display enthusiasm for your message and be aware of the draw your energy can have on others. Be sure to have an opening statement that paints a picture with specifics, not general statements.
Paint a Picture
Focus on a tagline or phrase that will allow your audience to visualize your words. It can be catchy, so long as it’s not too corny. Describe a client problem in detail and how you solved it, perhaps in spite of challenges presented. A short but meaningful story is more likely to stick with your audience than a list of your services.
Your elevator speech should not be a soliloquy. In fact, even calling it a “speech” is a bit of a stretch. A well-crafted speech should be at most one minute long. The best way to achieve this is to focus on only one (or two) services you most want business referrals, and lead and leave with that. Your specific services are not necessarily going to be the most important thing in drawing referrals—more important is your energy, what you do overall, and who you are.
Who You Are
Finally, end your elevator speech with your name and the name of your company. If you start with this information, nobody will have any investment in it. It’s best to present it after you have engaged your audience and painted a picture to associate with the names. When you present this information last, it will stick with the audience.
When you deliver in a relaxed, easygoing, but engaged manner, you will be more likeable and approachable, drawing potential networking connections and clients that want to create a deeper relationship with you.
Most importantly, don’t just craft the perfect elevator speech and be done with it. Practice variations of your elevator speech periodically to ensure that it’s in the best possible shape.
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