Elevator Speech Tips - No Experience Necessary

An elevator speech is primarily a tool to gain the attention of a great client or prospect. One of the commonly asked questions in relation to an elevator speech revolves around your experience in your chosen business and it sounds something like:

"My experience is a selling point - after all, I am an expert and I want people to know that"

or:

"In these recessionary times, I think clients want to know we've been around a long time so they know we will be there tomorrow"

First of all, these are entirely valid points. However, your elevator speech is not the time to major on that experience. Why not?

1. Your audience doesn't care - they really don't. Your elevator speech needs to engage with them and their issues, and your experience is not directly relevant to that AT THIS STAGE.

2. It's not unique - whilst you have 20 years experience, someone else has 25. If your company has been around since 1900, another one was founded in 1860.

Do you see the point? Although it can be important to your identity, it is a message that others are using too.

3. It invites the question: "So what?" - an elevator speech should never make that answer possible. You need to get your listeners to think: "That could be me, I want to find out more about that"

So, the elevator speech in response to the question: "What do you do?" is not the ideal place to talk about your experience. It simply doesn't grab attention. Instead, have your message address the issues and challenges your target market faces, and for which they are searching for solutions.

For example, instead of: "We are a company that has been helping clients for 155 years" change it to: "We help clients struggling with this issue to get this solution"

Now, the good news! There may be a place for mentioning your experience. After you gain attention, and are in discussion, the conversation will likely come around to the company history. That's fine.

In addition, if you really feel that your experience is central to what you do and it must go into your elevator speech, turn it into a client benefit: "We work with clients with this issue but who have been burned by here today, gone tomorrow service providers"

Many people are proud of their experience and they should be. It absolutely matters. However it is appropriate when you are building credibility and trust which is the second phase of your marketing process. The first stage, the elevator pitch stage, is about grabbing attention.

About The Author Jerry Smith is the co-founder of the Marketing Action Club and Get More Great Clients marketing program , dedicated to helping small business owners frustrated that they are not getting enough quality clients into their business consistently.